ABDOH - Associação Brasileira de Mídia Digital Out of Home

Media planners will swipe TV cash for digital out-of-home

When the Digital Place-Based Advertising Association (DPAA) questioned around 1000 planners across the country, 44 percent said that they would spend on DOOH at the expense of TV.

An even larger proportion – 54 percent – less surprisingly expected to fund DOOH from outdoor budgets.

Only 23 percent, however, would spend money earmarked for online on digital out-of-home.

The much greater willingness to draw from television or outdoor budgets, and the increasing resemblance between online and DOOH thanks to the use of platforms such as social media and smartphones, suggest that DOOH media owners will in the future have to expend their greatest efforts on proving the medium’s worth when compared with Internet and mobile advertising rather than TV, even if it is superficially more similar.

Twenty percent of respondents to the DPAA survey, however, said their spend on digital out-of-home would be new money, not filched from any other medium’s budget.

“It is particularly interesting that digital place-based media is included in their media plans by virtue of a ‘zero-based approach’,” said Susan Danaher, president of the DPAA.

“What that says to me is that the sector is making great progress by being included in the very initial consideration set of media forms, and valued for enabling clients’ messages to be at the right place, at the right time.”

The survey also found that 86 percent of planners would buy DOOH media in 2012, up from 76 percent in 2011 and 65 percent in 2010.