Digital channels changed how advertising is bought, delivered and measured, while television, print and outdoor media continue to serve different audiences and purposes. Digital place-based media combines screens with the context of a particular venue.
On the other hand, new advertising channels, such as social media, are emerging as brands are increasingly utilizing them to reach as many consumers as possible.
The changing advertising landscape
While these new channels do present brands with more opportunities than ever before, it also means consumers are receiving an increasing number of marketing messages. Hence, this overabundance of messaging has made ad blocks all the more common.
Additionally, traditional consumer advertising techniques are no longer relevant to target younger generations. Apart from this, the widespread availability of streaming services, such as Netflix and Amazon Prime, has prompted consumers to switch these television platforms instead of traditional TV.
As advertisers aim to break through the clutter and keep up with their target audience’s extremely fast-paced lifestyles, digital place-based advertising has presented new opportunities that brands can utilize.
The past few years have seen marketing efforts shifting from digital and online to digital place-based media. This form of advertising has allowed advertisers to reach consumers who are light TV watchers and take advantage of their active and on-the-go personalities.
What is Digital Place-Based advertising?
So, what exactly is place-based advertising? This type of advertising refers to when an ad is placed strategically at a particular location or environment to reach a specific audience. Digital place-based advertising works in the same way, except on digital screens.
On internet-enabled screens, digital place-based advertising delivers tailored messaging through content-based networks. This form of advertising takes advantage of locations and context to target their audiences.
These content-based networks utilize location-specific content, which is designed to attract their consumers’ attention. This content is then followed up with specifically targeted ads.
These screens are strategically placed on your smartphone’s screen or even on the wall of your local gym. Today’s smartphones are equipped with location-aware software that utilizes these location-based services through apps, such as Google Maps, Foursquare, and Yelp.
What are the values of Digital Place-Based advertising?
Perhaps the most significant part of digital place-based advertising is the precision it offers. It allows brands to reach customers at the right point in the customer journeys, ensuring relevant content is delivered at the best point, resulting in high conversions and retention.
Since digital place-based advertising is heavily dependent on reaching the target audience, it naturally relies on placement. While it’s difficult for advertisers to predict who’s going to watch a specific TV or visit a particular website, it is relatively easier for brands to forecast the needs and wants of one particular consumer visiting the grocery store or the gym.
For instance, a beauty-conscious consumer will naturally be inclined to advertisements in salons. Connecting with consumers at the right point in time, such as near checkout counters, ensures marketing efforts are instrumental.
Promoting ads that are contextually relevant to consumers is essential. There’s no point in advertisements that aren’t relevant to a target audience since it’ll just lead to a waste of time and money. This form of advertising allows marketers to target consumers based on their locations within a particular store. It will enable marketers to capitalize on a consumer’s changing mindset, thereby creating a seamless customer experience.
Conclusion
Digital place-based advertising can reach people in a relevant physical setting, but the venue does not guarantee attention or impact. Advertisers should match the message to the audience’s situation and require transparent evidence for delivery and measurement.
Digital place-based media versus other DOOH
Digital place-based media usually refers to screens within a defined venue—such as a gym, clinic, shop or transport hub—where audience context and dwell time are part of the proposition. Campaign evaluation should include the screen’s exact position, likely viewing conditions, content loop, proof of play and the method used to estimate audience exposure.
