Digital Place Based Advertising

Barry Frey, President, CEO, DPAAMartin Porter, SVP, Posterscope

Digital Place Based Media

We spent a full 5 hours and 16 minutes a day

in front of a screen

and that’s without even turning on a television!

WSJ/eMarketer Study

2

Video Everywhere

Digital Place-Based Media

Digital Video Screens containing programming and advertising, reaching consumers on their daily journey in

places where they have dwell time.

Airports, Office Buildings, Malls, Gyms, Taxis, Retail, Restaurants, Gas Stations, Medical Offices, Airlines, Sports

Arenas, College Campuses, etc.

The DPAA sets guidelines and standards plus markets the industry, facilitating use by advertisers and agencies to plan,

evaluate and execute campaigns.

Shopping

Gym

Taxi Lunch

Work Pharmacy

Airport

Restaurant/Bar

Connecting with Consumers Throughout Their Day

World Class Programming

Entertainment Sports Lifestyle/Music News Informatio

n

DPAA Member Networks

7

DPAA MembersNetwork Venues

• Airport Waiting Areas/Lounges• Airplanes• Bars/Restaurants• Big Box Stores• Casinos• College Campuses• Doctor’s Offices• Gas Stations• Gyms/Health Clubs• Hospitals• Hotels

• Inside Taxis• Malls• Nail Salons• Office Building Lobbies• Office Building Elevators• QSRs• Race Tracks• Retail Venues• Supermarkets• Sports Arenas• Transit Stations

Audience Metrics

Syndicated Sources

Reach and Frequency Tools

Available Media Measurement

DPB

Internet DisplayCable TV

OutdoorTotal Media

-1000.00%

-500.00%

0.00%

500.00%

1000.00%

1500.00%13%

1029.00%

695.00%

387.00%

41.00%-22.00%

-348.00%-401.00%

-762.00%

% Growth

Total TV

Network TV

Newspapers

DPb Growth: 2013 over 2012

Spot TV

Source: DPb, Miller Kaplan, All others Kantar Media

Targeting and Addressability

Connects with active consumers via contextually relevant digital video content

• By mindset • By geography • By Daypart• Copy split flexibility• Addressable screens that can be set to environmental

triggers• With Mobile/Social interaction capabilities• On the path to purchase!

Record Attendance - 570 Delegates!♦♦♦ Experiential ♦♦♦ High Profile

♦♦♦ Industry Issues

DPB Gaining TractionContinued Recognition as part of Ecosystem

“Half of All Ad Campaigns Will Be Multiscreen By 2016.. Multiscreen is defined as two or more screens, TV, Computer, Tablet Mobile phone and Digital Place based Media…”

A New Ecosystem; Inter-connected and Inter-dependent

Posters

Services

Mobile etc

Laptops

TabletsRetail media &

assets

Owned OOH (e.g.. delivery

vehicles, buildings)

NetworkedVideo Screens

Content

Technology

Ads

PhysicalExperiences

Public spaces

Platforms

Apps &Games

Data

Commerce& Coupons

People & Places

Digital Place-Based MediaPlanning and Buying Summary

• Digital impressions for video neutral strategies• Complements TV buys with added reach• Drives consumer action with links to social/mobile• Target consumers by mind set• Connects with consumers on path to purchase• Reaches light TV viewers• Geo-targeting, daypart, weather or other addressability