Digital Signage Connection

The Platt Retail Institute (PRI) recently released its Research Article, “Agency and Brand Attitudes and Perspectives Regarding Digital Place-Based Advertising,” which is sponsored by Intel, Digital Signage Expo and the Digital Place-Based Advertising Association.

The research was undertaken to gain an understanding of advertising agencies and their clients’ attitudes and perspectives regarding digital place-based advertising (DPA). It focuses specifically on the decision-making factors that influence whether DPA will be incorporated into a marketing campaign.

Among the results, 40 percent of the agency respondents noted that their clients were either positively inclined to use or are currently using DPA. Moreover, 58 percent reported actually buying DPA on behalf of clients. Increased media adoption was found to be highly dependent upon the clients’ education about the medium. Case studies that illustrate how DPA is implemented and report on ad success is one way to help inform the brands. Additional research also represents a strong education vehicle.

The importance of metrics is a predominant concern among brand advertisers. This includes not only establishing a valid metrics methodology, but also that those methods are then broadly adopted. Due to the place-based nature of DPA, these metrics have the ability to be much richer than perhaps any other medium. This includes live feedback of specific demographic data, if and for how long the message has been viewed, accurate traffic count, and the ability to provide specific personality personas.

The research also revealed that standards – i.e., creative and content creation standards, rather than IT interoperability issues – were the second most important requirement noted to establish the industry.

Additionally, the key to incorporating DPA in a marketing campaign is how it fits into the brand’s objectives and strategy. This strategy will include consideration of the brand’s target market, market position and how it fits into the overall marketing mix. 

Finally, the place-based nature of DPA was found to be a primary driver behind its use (see following chart).

Source: Platt Retail Institute

The sponsors are making the full Research Article available. For more details on the research findings, download your complimentary copy of the DPA Research Article here.