If you’ve been to the gym, taken a taxi or even stopped at a gas station in the last week, chances are you’ve caught a glimpse of a digital screen. These mobile screens — and the content shown on them — are called Digital Place-Based Media, and next week’s Digital Place Based Advertising Association (DPAA) Video Everywhere Summit in New York City will bring together around 700 delegates involved in the industry. The participants represent brands, agencies, digital place-based networks, software, hardware and research companies who will take part in a full day of presentations, panels, case studies and networking events.
Barry Frey, president and CEO of the DPAA, says the yearly summit is rapidly growing. “It’s now a major advertising and media conference,” he said. And representatives from outside the U.S. — including Brazil, Australia and Europe — are expected to attend. “The digital attributes of this business have helped it expand internationally,” he said.
Digital Place Based Media is important to advertisers, content producers and distributors alike partly because “70 percent of consumers’ time is spent outside the home,” said Frey. “And their consumption of media is changing more than ever. At a time when brands are trying to figure out how to connect with consumers more through video, we’re an answer,” he said.
David Sable, global chief executive officer at Y&R, will present a keynote speech at the summit on Tuesday morning. Rishad Tobaccowala, chief strategist of Publicis Groupe, will join other industry leaders for his conference “Understanding Today’s Agency Business.” Ben Jankowski, group head of Global Media at MasterCard, will take part in an “Advertiser Hot Topics” conference. And Jane Maas, author of “Mad Women,” one described as the original, female Don Draper, will be interviewed by Cat Greenleaf, the star of Taxi TV’s Talk Stoop.
Among the largest segment of advertisers on Placed Based Media are networks trying to get more people to tune into their shows, said Frey. “They have great video content and want their commercials to run on video screens,” he says. “They can’t buy time on Netflix, so this is a good alternative,” he said.
For the most part, commercials on Place Based Media tend to be 15 seconds long rather than 30 seconds. Sometimes they’re the same as those that run on broadcast or cable television, and sometimes they’re tailored to these screens specifically. And as of now, Nielsen is the main ratings currency (they’ll be present at the summit).
Content producers and developers, in particular, “are invested in the space because this is a vibrant and growing area,” said Frey.
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