The Digital Place Based Advertising Association (DPAA) leads the Digital Place Based and Digital Out of Home (DOOH) industry as marketing to consumers outside the home is experiencing aggressive growth versus advertising inside the home, which is continuing its fragmented decline.
The DOOH growth is due to societal shifts where people are spending more time out and about in urban areas. Additionally, the proliferation of digital screens outside the home with their ad-friendly capabilities, coupled with the fragmentation of ad opportunities inside the home, paves the way for this continued ascension of media spend to DPAA members. The important and wide use of mobile and location data has further empowered these screens to become powerful targeting mechanisms offering up new means of addressability and attribution.
DPAA fosters collaboration between advertisers, agencies, ad-tech, mobile companies, location data, software, hardware and others while providing guidelines, standards, best practices and industry-wide research all promoting the effectiveness of digital place based advertising.