AUSTIN – As consumers increasingly watch TV in new ways, ad platforms that deliver ads in digital “out of home” fashion are growing in value, says Barry Frey, president and CEO of the Digital Place Based Advertising Association (DPAA), in this interview with Beet.TV. This sector of the business is just shy of $1 billion in ad spend and is comprised of screens in places like elevators, airports, malls, gyms, taxis, gas stations and other out of the home venues.
“As TV changes, TV is no longer tethered to the living room. TV is still the most potent form of messaging, so we offer video in this new day and age where people are out and about more than ever. We reach them as they make product decisions,” he says.
As this sector grows, the players are starting to incorporate programmatic techniques as well as targeting, he says. For instance, many place-based advertising venues are partnering with mobile firms to retarget consumers on mobile phones who might have seen an ad on an elevator, for instance, he says.
“We extend the reach of TV in other venues with a video message,” he says. He adds that fraud and viewability issues are not impactful in the digital place-based world as all the ads are viewable.
Frey was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.