Directions Magazine
Hello. Login | Register

Press Releases

Home | Submit Press Release

2014 Trend Report Calls Location the New Currency of Marketing

Bookmark and Share
Tuesday, February 4th 2014


2014 Trend Report Calls Location the New Currency of Marketing

New Report From ScreenMedia Daily Reveals Brand Advertisers Are Increasing the Use of Place-based and Location-based Media as Urbanization and Localization Trends Influence Ad Spending

Brand advertisers are increasing the use of digital place-based media and location-based mobile marketing platforms to reach on-the-go consumers, says the latest trend report from ScreenMedia Daily.

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.1 Location-based mobile marketing and digital place-based media can be bought in tandem and share similar targeting and audience capabilities.

“Americans today are spending more than twice as much time outside the home and workplace than they did just a few decades ago. 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. Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. It’s why digital place-based media is catching advertisers’ attention and becoming the new currency of marketing,” says Lionel Tepper, Managing Editor, ScreenMedia Daily.

Digital place-based media is unique because it intercepts on-the-go consumers with relevant, highly targeted messages as they move through the day. Digital place-based networks (DPN), also known as digital out-of-home (DOOH) media, utilize networked digital signage displays with highly targeted messages to reach consumers in venues such as transportation hubs and shopping centers. As urbanization increases, it’s becoming more cost-effective for brands to reach city dwellers using urban media platforms such as digital place-based media and location-based mobile marketing. These location synergies are creating unique opportunities for brand marketers.

In a recent survey by the Digital Place-based Advertising Association (DPAA) of strategic media planners, 64% of planners are advising their clients to shift their budget away from traditional out-of-home to digital place-based media. The same survey also found that planners recommend moving dollars away from television (41%) and online (40%) to fund digital place-based marketing channels.2

Digital place-based advertising is part of the larger omnichannel ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers. Digital place-based media is a complementary medium that works in tandem with traditional television campaigns and location-based mobile marketing.

“Digital place-based media has the reach and scale that brands are looking for, with high volumes of traffic across a wide range of locations. And unlike television, it can’t be switched off or Tivoed,” adds Tepper.

Visit ScreenMedia Daily to download our free 2014 Location Trend Report: Why Location Is the New Currency of Marketing. Learn more about ScreenMedia Daily at: http://screenmediadaily.com

Follow us on Twitter: @motionstream

About ScreenMedia Daily

ScreenMedia Daily provides news, information and insight on the location-based mobile marketing and place-based digital out-of-home advertising space. We help marketers deliver the right message, in the right place, at the right time to reach on-the-go consumers. Our readers and opt-in subscribers are senior-level marketing executives and directors from a variety of industries, including advertising, media, mobile, audio-visual, finance, and government. Our goal is to provide media strategists and marketers with the resources to navigate this fast-changing media landscape.

  1. Google Think Insights, Mobile Search Moments Study, March 2013, http://www.google.com/think/research-studies/creating-moments-that-matter.html
  2. DPAA, Study By Digital Place-based Advertising Association Reveals Dramatic Increase In Funds Being Moved  http://www.dp-aa.org/newspress.php?newsid=156

References were accessed on December 18, 2013.

Lionel Tepper

Managing Editor
ScreenMedia Daily

http://screenmediadaily.com/

Bookmark and Share

Stay Connected

Twitter RSS Facebook LinkedIn Delicious Apple Devices Android Blackberry






Recent Comments

Finding OGC WMS, WFS, WCS services

Many voices chime in to answer the question “How does one find existing services that implement OGC Web Map Service (WMS), Web Feature Service (WFS), and Web Coverage Service (WCS) interface standards these days?” 

Survey India 2014 Focused on Infrastructure Development
Takeaways from the Esri Education GIS Conference 2014
Mercury Rising: When to Expect the “Warmest Day of the Year”
The Big Four Make Big Waves in Location Intelligence
How can I use crowdsourced data?
Esri UC 2014 Plenary: The More Things Change, The More They Stay the Same
OmniEarth to Focus on Automated Intelligence from Earth Imagery
Learn ArcGIS: Esri Embraces New Vision for Teaching and Learning GIS

DirectionsMag.com

About Us | Advertise | Contact Us | Web Terms & Conditions | Privacy Policy
© 2014 Directions Media. All Rights Reserved