Carroll Media Services just completed an audit of 120 Doctor’s offices across the country(27+ DMA’s). These audits were for a new Digital Place Based Network targeting patients in the waiting rooms of healthcare providers. CMS was hired to ensure that the monitors were properly installed and operational and that collateral materials were present and available for distribution. The CMS Field Professionals also recorded competitive information and general characteristics about each of the offices during the visits. All audits were completed within an 8 business day window.
According to a press release from the Digital Place Based Advertising Association (DPAA) on September 28, 2011, advertising revenue for the digital place-based sector grew by 16.1% for the first six months of 2011 over the same period last year, based on information collected by Miller, Kaplan, Arase from DPAA members and non-members. This is slightly more than five times the 3.2% growth rate for the U.S. ad industry overall, as reported recently by Kantar Media. Among all media types, growth for digital place-based was second only to that of syndication, which recorded an 18.5% gain.
While demand for DPB Media is a quickly growing among advertisers, the digital network providers need to be aware of the potential for issues related to the deployment and on going maintenance of these networks. Often times there are numerous elements that affect the success of these networks including the network personnel, installation and maintenance company(s), and the business owners/managers where the digital screens are installed. While advanced software can program and record aspects of proof-of-play for these DooH Networks, having a third party randomly inspect portions of the digital network on a regular basis will help the network managers isolate and identify issues not revealed in the software. Many advertisers and agencies feel that vendor-provided proof-of-play is status quo at best; and they feel more comfortable with a third party to spot check these reports and identify other elements not revealed in the software or initial POP reports.
