About 94% of planners expect to at least maintain their current level of spending on digital place-based (DPB) and digital-out-of-home (DOOH) advertising over the next three years, a study from the Digital Place Based Advertising Association's (DPAA) found. While just over 50% of planners included DPB/DOOH in their media plans in 2015, for the past 12 months the figure was 61%. In the same period, 44% of planners recommended media plans that combine DPB/DOOH with mobile. A majority of planners expressed concern over various issues surrounding online advertising. The DPA said it is not yet clear whether this trend will continue or if there are any signs of decline.
About 94% of planners expect to at least maintain their current level of spending on digital place-based (DPB) and digital-out-of-home (DOOH) advertising over the next three years, a study from the Digital Place Based Advertising Association's (DPAA) found. While just over 50% of planners included DPB/DOOH in their media plans in 2015, for the past 12 months the figure was 61%. In the same period, 44% of planners recommended media plans that combine DPB/DOOH with mobile. The DPA said it is not yet clear whether this trend will continue or if there are any signs of decline.