DPB Media Networks Deliver More Ad Impressions Than Leading Network Primetime Shows and Top Basic Cable
NEW YORK, NY — Advertisers looking for greater campaign reach will find the latest DPB Media report by the Digital Place Based Advertising Association (DPAA) of interest. According to the DPAA, Digital Place Based (DPB) networks deliver more ad impressions among 18-49 year-olds on a monthly basis, compared to the top 25 network primetime shows and top 20 basic cable networks. The information is based on an analysis of reported Nielsen data.
DPB Networks vs. Top 25 Primetime Network TV Shows, Adults 18-49 Monthly Impressions*
|Monthly DPB Impressions (1)||Top 25 Primetime TV Programs (2)|
DPB Networks vs. Top 20 Basic Cable Networks, Adults 18-49 Monthly Impressions*
|Monthly DPB Impressions (1)||Top 20 Basic Cable Networks, Primetime (2)|
Source: (1) Nielsen On Location Place-based Video Reports for Top 20 networks; (2) Nielsen for Basic Cable Network Viewers in Primetime (from deadline.com)
“These eye-opening numbers illustrate the ability of DPB networks to extend the reach of television campaigns. Consumers are no longer tethered to their television screens, and so the challenge for advertisers is figuring out how to make sure their video campaigns maintain high levels of effectiveness,” said Barry Frey, president & chief executive officer, DPAA. “As our analysis shows, incorporating DPB media into the video ad mix is one way to recapture those ‘lost’ as well as light TV viewers.”
Scott Marden, vice president, marketing and research, Captivate Network and chairman of DPAA’s research and standards committee, said, “The significant growth in delivery for our industry now provides advertisers the scale they desire, while continuing to provide the quality audience and programming they’ve come to rely on. DPB networks are benefiting nicely from their consistent growth in audience and impressions.”
Digital place based media’s ability to deliver substantial impressions is one of the many topics that will be examined at the DPAA’s 7th annual Video Everywhere Summit on Tuesday, Nov. 4 at Crowne Plaza Times Square in New York.
This year’s event will feature its deepest-ever lineup of ad agency speakers, including Chris Boothe, chief executive officer, Spark; Martin Cass, chief executive officer, Assembly and MDC Media Partners; Jeff Dow, global executive vice president, digital, data & analytics, SMG; Lori Hiltz, chief executive officer, Havas Media NA; Sallie Mars, senior vice president, chief diversity officer, McCann Worldwide; Anush Prabhu, partner, chief channel planning & investment officer, Deutsch; Jay Sears, senior vice president marketplace development, The Rubicon Project; Stephen Tisdalle, senior vice president, head of brand marketing, Oppenheimer Funds; Antony Young, president, Water Cooler Group; and Shelley Zalis, chief executive officer, IPSOS OTX.
The Video Everywhere Summit is the only conference truly dedicated to video neutral planning, activation, clients’ use of multi-screen strategies and the role of digital place-based in today’s media ecosystem. In addition to the wide range of dynamic panels, presentations and sessions, the Summit will feature an expansive, hands-on exhibit hall that will enable attendees to experience and interact with digital place-based media.
Registration is open at www.videoeverywheresummit2014.com. The Summit will be held in New York the same week as two other major media and advertising events: Ad-Tech New York and Customer Engagement Technology World, both slated for Nov. 5-6.
* Methodology for DPAA Analysis of Reported Nielsen data
DPB Impressions: Monthly impressions for the top 20 DPB networks are for typical ad schedules of Nielsen-measured networks included in various Nielsen On Location Place-Based Reports. Month is defined as 28 days in these reports.
TV Impressions: Monthly impressions for the top 25 primetime TV programs were calculated by multiplying each program’s average audience by four for monthly impressions and summing across the top 25 TV programs (Nielsen, from deadline.com, May 22, 2014 for full 2013/2014 TV season). Monthly primetime impressions for the top 20 basic cable networks were calculated by multiplying each cable network’s average audience by 28 for monthly impressions and summing across the top 20 networks (Nielsen, from deadline.com, December 29, 2013).
Free Trend Report: Why Location Is the New Currency of Marketing
Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. Consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify. Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
There has never been a better time for marketers to reach on-the-go consumers. This special report provides detailed information on Digital Place Based (DPB) media and Location-based Mobile (LbM) marketing. Digital Place Based media, also known as Digital Out-of-Home (DOOH) advertising utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside their home with highly targeted messages. Digital Place Based networks typically broadcast targeted content along with advertising in venues that have high dwell time. Location-based mobile and digital place-based media are part of a larger multi-screen campaign planning ecosystem that includes desktop and television.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DPb Media
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