Gail Chiasson, North American Editor
The Digital Place-Based Advertising Association has issued a white paper to members detailing guidelines and best practices to help accelerate mobile integration into digital place-based campaigns.
The paper, six months in the making, was created under the auspices of the DPAA’s Mobile Integration Committee, chaired by Jeff Gunderman, president and CEO, EYE Corp Media.
Mikhail Damiani, CEO and co-founder of Blue Bite, led a special subcommittee dedicated to producing the document. The paper is intended to be a ‘living document’ that will be periodically updated to reflect ever-changing technology.
“Few, if any, combinations of media offer digital place-based and mobile’s ability to effectively target on-the-go consumers,” says Barry Frey, DPAA president and CEO. “With this white paper, we are presenting all stakeholders with a valuable, actionable tool to speed up the integration of mobile and digital place-based and usher in a new era of impactful brand engagement with consumers.”
The paper recognizes the rapid speed at which technology is changing and seeks to put forth digestible and practical guidelines for mobile and digital place-based integration. It outlines monetization strategies and business models, planning processes, and guidelines on reporting and analytics. The paper looks at how mobile technology bridges mobile display, NFC and QR, beacons and SMS. The paper’s best practices section makes recommendations on such factors as ad color, text selection, imagery, cohesion, call-to-action, mobile display sizing, mobile content and dynamic content.
The white paper has been sent to DPAA members and can be viewed here on the DPAA website.
Founded in 2006, the Digital Place Based Advertising Association (DPAA) represents leading digital placed-based networks by promoting their integral role in the ‘video everywhere’ ecosystem. The DPAA fosters collaboration between agencies and digital place-based networks; provides industry-wide research and best practices in areas such as mobile integration and programmatic; and promotes the effectiveness of digital place-based advertising. Digital place-based media is defined as networked digital video screens containing programming and advertising, reaching consumers on their daily journeys in places where they dwell.
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