Venue-based digital advertising getting noticed


Take a public location, slap up a video screen and run some advertising and people will notice – and according to the Digital Place-Based Advertising Association and survey conductor GfK MRI, almost 61% of Americans have seen such a display in the last month.

The study showed that 64% of respondents expressed an interest in this type of advertising.

The type of location where the screens were most often seen was the grocery store.

“These new data from the Omnibus Recontact Study provide valuable insight into how consumers are embracing place-based digital advertising,” said Susan Danaher, President, DPAA. “A major focus of ours for the past year has been to create a robust suite of planning tools and metrics to make it easier for agencies and marketers to plan and buy place-based digital media. These data from GfK MRI are a valuable addition to our database.”

“Place-based digital is one of the fastest-growing sectors of the advertising industry,” said Scott Turner, SVP of Agency and Advertiser Sales at GfK MRI. “We’re pleased that the DPAA has chosen to enhance the depth and utility of our consumer database for the benefit of their membership and our clients.”

Here are the viewing venues uncovered by GfK with the percentage of respondents who viewed a digital display.

* Any Ad on Video Screen 60.7%
* Grocery Stores 31.8%
* Quick Service or Casual Dining Restaurants 17.2%
* Warehouse/Club Stores 16.9%
* Shopping Malls 16.9%
* Pharmacies 15.1%
* Coffee Shops, Cafes or Delis 14.0%
* Medical Offices 12.1%
* Sports/Entertainment Arenas 10.2%
* Office Building Lobbies 10.0%
* Airports 9.3%
* Bars/Pubs 8.7%
* Gym/Health Clubs 7.8%
* Casinos 6.9%
* Office Building Elevators 6.5%
* Taxis 4.4%
* Source: GfK MRI’s Omnibus 2011 Recontact Study and Fall 2010 Survey of the American Consumer

RBR-TVBR observation: Did you ever notice that new media seeking advertisers show up all the time, but only rarely are they replacing an older medium that has gone extinct? Sure, many older outlets are hurting, but that only makes them compete all the harder for advertising revenue. Meanwhile, every time we turn around, it seems like five more hungry mouths have bellied up to table in search of their own piece of pie.

Broadcasters provide a unique service that has thus far survived most onslaughts. What broadcasters need to learn, however, is that they are uniquely poised not for a wholesale switch to new media, but to use their traditional strength to effectively branch out into new media. Think of it as an extension of the product line.