News

DPAA's Nielsen analysis shows reach of digital signage advertising

A new analysis of reported Nielsen data done by the DPAA shows that digital place-based networks deliver more impressions among 18- to 49-year-olds on a monthly basis compared to the top 25 network primetime shows and top 20 basic cable networks.

August 7, 2014

A new analysis of reported Nielsen data done by the Digital Place-based Advertising Association shows that digital place-based networks deliver more impressions among 18- to 49-year-olds on a monthly basis compared to the top 25 network primetime shows and top 20 basic cable networks, according to a DPAA announcement.

"These eye-opening numbers illustrate the ability of DPB networks to extend the reach of television campaigns," DPAA President and CEO Barry Frey said in the announcement. "Consumers are no longer tethered to their television screens, and so the challenge for advertisers is figuring out how to make sure their video campaigns maintain high levels of effectiveness. As our analysis shows, incorporating DPB media into the video ad mix is one way to recapture those 'lost' as well as light TV viewers."

Scott Marden, vice president, marketing and research for Captivate Network and chairman of DPAA's research and standards committee, said, "The significant growth in delivery for our industry now provides advertisers the scale they desire, while continuing to provide the quality audience and programming they've come to rely on. DPB networks are benefiting nicely from their consistent growth in audience and impressions."

Digital place-based media's ability to deliver substantial impressions is one of the many topics that will be examined at the DPAA's seventh-annual Video Everywhere Summit on Tuesday, Nov. 4, at Crowne Plaza Times Square in New York City.

This year's event will feature its deepest-ever lineup of ad agency speakers, the DPAA said, including Chris Boothe, CEO, Spark; Martin Cass, CEO, Assembly and MDC Media Partners; Jeff Dow, global executive vice president, digital, data and analytics, SMG; Lori Hiltz, CEO, Havas Media NA; Sallie Mars, senior vice president, chief diversity officer, McCann Worldwide; Anush Prabhu, partner, chief channel planning & investment officer, Deutsch; Jay Sears, senior vice president marketplace development, The Rubicon Project; Stephen Tisdalle, senior vice president, head of brand marketing, Oppenheimer Funds; Antony Young, president, Water Cooler Group; and Shelley Zalis, CEO, IPSOS OTX.

* Methodology for DPAA analysis of reported Nielsen data:

DPB Impressions: Monthly impressions for the top 20 DPB networks are for typical ad schedules of Nielsen-measured networks included in various Nielsen On Location Place-Based Reports. Month is defined as 28 days in these reports.

TV Impressions: Monthly impressions for the top 25 primetime TV programs were calculated by multiplying each program’s average audience by four for monthly impressions and summing across the top 25 TV programs (Nielsen, from deadline.com, May 22, 2014 for full 2013/2014 TV season). Monthly primetime impressions for the top 20 basic cable networks were calculated by multiplying each cable network’s average audience by 28 for monthly impressions and summing across the top 20 networks (Nielsen, from deadline.com, December 29, 2013).