Think Outside the Big Black Box

Think Outside the Big Black Box

Can you see it? The world of digital advertising is changing – rapidly. What was once a gradual transformation from one medium to the next is now a “continuous and massive state of upheaval, moving at warp speed,” according to Barry Frey, President and CEO of the Digital Place-Based Advertising Association (DPAA). Media professionals have to be three steps ahead of the game, just to remain in it.

In recent years, video has been known to be the most powerful form of ad messaging. But with TV moving in a negative direction, and mobile and web declining with the growing popularity of content blockers, how can media planners reach consumers that spend an estimated 70% of their time out of their home?

The solution…digital place-based (DPB) media. The exceptional growth for this style of digital messaging speaks to the developing movement towards a “video everywhere” world. And this new world holds the key to video impressions. DPB video is well positioned to capture lost TV impressions and enhance your ability to reach consumers on the go.

The results from the annual survey of DPAA’s media planners support this idea of an emerging digital revolution. 60 percent of those surveyed said digital-out-of-home (DOOH) media is important in delivering advertising impressions, with 84 percent saying it will continue to be important in three years’ time. So, can you see it now? This new platform is evolving before our eyes and shows no sign of slowing down for the future.

How will your ads measure up in three years?
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