Media planners expect to maintain or grow spend in DOOH and digital place based advertising
By Laurie Fullerton, February 8th, 2017
Planners expect to continue their current level of spending on digital place-based (DPB) and digital-out-of-home (DOOH) or increase it over the next three years, a new industry survey has found.
The Digital Place Based Advertising Association’s (DPAA) eighth annual survey of media planners identifies the growing importance of DPB and DOOH media in today’s advertising ecosystem. This year the survey is punctuated by the industry’s increased focus of reaching consumers outside the home, continued disruption of television, significant enthusiasm for the use of mobile in conjunction with OOH and the potential offered by programmatic buying.