First-Ever Digital Place-based Media Survey Measures Opinions of 250 Advertiser and Agency Executives
By Nurlan Urazbaev, Editor-in-Chief, Digital Signage Pulse
Tuesday, October 7, 2014
MyersBizNet Survey Identifies Audience Value, Quality of Network Sales Teams and Availability of Innovative Advertising Opportunities as Greatest Strengths of Digital Place Based Media.
NEW YORK, Oct. 7, 2014 – A survey conducted among 250 advertiser and agency executives by MyersBizNet has identified audience value, quality of network sales teams and the availability of innovative and creative advertising opportunities as the greatest strengths of digital place based (DPB) media networks.
The survey measured the executives’ perceptions toward 13 leading out-of-home and DPB media companies on six performance attributes:
- Quality of Sales Team and Customer Service
- Value for the Investment
- Reach a Valuable Audience
- Provide Innovative and Creative Opportunities
- Offer Video and Digital Integration
- Provide Relevant Research Support and Intelligence
The highest rated category among total respondents was “reaches a valuable audience,” with 67% giving top scores (4 or 5 rating). This enthusiasm was particularly strong among media buyers and planners, with 70% giving top scores for audience value. In a related category, 57% of total respondents gave DPB top scores for “delivers value for the investment.”
For “quality of sales team,” 61% of respondents gave networks top scores, led by buyers/planners at 64%.
Fifty-nine percent of respondents gave DPB top scores for “offering innovative and creative advertising opportunities,” again led by buyers/planners (62%).
In other categories, the ability of DPB to “offer video and digital integration” generated top scores from 58% of respondents.
“As an industry, digital place based networks are clearly delivering a valuable audience and providing advertisers and agencies with great creative opportunities and outstanding customer service,” said Barry Frey, president & CEO, Digital Place Based Advertising Association (DPAA). “This all bodes well for our sector’s continued growth and, additionally, we will use insights gleaned from the MyersBizNet survey to raise the level of our industry even higher in serving the advertising community.”
Jack Myers, chairman, MyersBizNet, said, “Based on our many years of research across most media types, we can say that digital place based is very well regarded among advertisers and agencies. This first MyersBizNet study of the ad community’s views of DPB media’s key performance attributes confirms our forecast of continued revenue growth in the years ahead.”
The 13 companies evaluated in the survey by MyersBizNet were Adspace Digital Mall Network, Captivate Networks, CBS Outdoor, Cemusa, Clear Channel Outdoor, Eye Corp. Media, JCDecaux North America, Lamar Advertising, Titan, Van Wagner Outdoor, Vector, Verifone/Taxi TV and Zoom Media and Marketing.
DPB media’s role in the media ecosystem will be examined in detail at the DPAA’s 7th annual, all-day Video Everywhere Summit on November 4 at the Crown Plaza Times Square in New York. Agenda and registration information can be found at: http://videoeverywheresummit2014.com/
Founded in 2006, the Digital Place Based Advertising Association (DPAA) represents leading digital placed based networks by promoting their integral role in the “video everywhere” ecosystem. On behalf of its members, DPAA fosters collaboration between agencies and digital place based networks; provides standards, best practices and industry-wide research; and promotes the effectiveness of digital place based advertising. Digital place based media is defined as networked digital video screens containing programming and advertising, reaching consumers on their daily journeys in places where they dwell. For more information please visitwww.videoeverywhere.com.