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.
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 role of traditional TV will be less significant than the role of DPB/DOOH in video everywhere campaigns by 2019, according to respondents.