place based media

Blog

Digital Out-of-Home Snapshot: Place-Based Media

place based media

Digital out-of-home media is everywhere - it can be found in virtually every location consumers visit outside the home, appearing in all shapes and sizes. 

As a marketing channel, digital out-of-home encompasses place-based, point-of-purchase and large format signage. To provide you with a deeper understanding of what makes digital out-of-home such a remarkable medium, we’re taking a closer look at each of these types of DOOH. 

According to François de Gaspé Beaubien, Chairman and Chief Coaching Officer of ZOOM Media, “DPB [digital place-based] networks reach consumers where they seek to be and where they spend their time. Audiences are engaged at a most receptive moment: on their path to purchase.”

So What is Place-Based Media? 

Most DOOH is Place-Based

Typically, billboards are what first comes to mind when you mention out-of-home advertising. However, most digital out-of-home is actually place-based media. Place-based media is defined by contextually relevant environments and includes office buildings, malls, gas stations, gyms, taxis and rideshares, restaurants, bars, universities and more. 

Several Networks Consider Themselves Place-Based

Networks that offer place-based media include Captivate, ZOOM Media, Vengo, TouchTunes,  Rouge Media, GSTV, Topgolf, Cinema Scene, Lightbox OOH Video Network, Curb and many more.

Benefits of Place-Based DOOH

When executing a campaign that requires targeted exposure and measurable dwell time, your brand will benefit from the attention place-based screens command. Since many consumers spend most of their day outside the home – in the car, at work, shopping, dining and on-the-go – the contextually relevant nature of place-based screens allows you to reach consumers as they move throughout the day and in places where your creative messaging can be matched to the location. 

For example, if a protein bar brand wanted to reach consumers who demonstrate healthy lifestyle behaviors, they could target an audience of gym goers – both at gyms and in other locations where gym-goers visit, like certain neighborhoods, grocery stores or coffee shops. 

Why is Placed-Based Media Important?

Ultimately, the distinct venues of place-based media provide brands a unique opportunity to engage with consumers as they go about their everyday activities. By integrating advertisements into a natural setting, such as a shopping center or transit hub, brands gain prime access to a range of audiences, amplifying the impact of a campaign without bombarding consumers with intrusive ads.

Interested in learning more? Contact our team today for more information.  

Share this post

Recommended Blog Posts
Cannabis Marketing DOOH Vistar Programmatic Advertising Strategies

Blog

Legalized Cannabis is Expanding: Learn How Your Advertising Strategy Can Too with Programmatic OOH

Read More
cpg shoppers

Buyer Education

Personal Care Brand Sees 32% Lift in Purchase Intent with DOOH

Read More
Vistar IBM Watson Advertising IAB There DOOH Data AI

Partnerships

IBM Watson Advertising & Vistar Media Talk ‘Data & AI’ on IAB There

Read More
Back to Resources