News

Digital Place Based Advertising Association issues guidelines, best practices

June 17, 2016

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, according to a press release from the DPAA. 

The paper was created by the DPAA's Mobile Integration Committee, chaired by Jeff Gunderman, president and CEO of EYE Corp Media. Mikhail Damiani, CEO and co-founder of Blue Bite, led a subcommittee dedicated to producing the document. The paper will be periodically updated to reflect changing technology.

"Few, if any, combinations of media offer digital place-based and mobile's ability to effectively target on-the-go consumers. 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," said Barry Frey, president and CEO of the DPAA.

The paper contains guidelines for mobile and digital place-based integration, the release said. It outlines monetization strategies, business models, planning processes and guidelines on reporting and analytics. The paper also looks at how mobile technology bridges mobile display, NFC and QR, beacons and SMS. A section of the paper on best practices makes recommendations factors such as ad color, text selection, imagery, cohesion, call-to-action, mobile display sizing, mobile content and dynamic content.