Previously, we defined and discussed the basics of place-based marketing. We also gave some examples and explained that place-based can include both traditional out-of-home media, as well as digital out-of-home media. In this post, we take a look at digital place-based or DPB.

The video below gives a succinct overview of DPB. It was made by the Digital Place Based Advertising Association. The video gives concrete examples of DPB and shows how it works in the real world, highlighting its strengths and benefits.

Please give the video below a watch. It should help you understand how DPB works, as well as give you an idea of how DPB can work for you.

When it comes to out-of-home, we are all familiar with the more traditional options. We know about billboard, street furniture, and transit options. We’re even familiar with more mainstream alternative options like street teams and projections. Beyond those, what OOH routes are available to make a really lasting impression?

If you’re searching assets on DOmedia, you can browse all of the traditional OOH options. We also have an alternative section. In the alternative section, you’ll notice that there is an Other category. Other is reserved for options that can’t be classified anywhere else. In this blog post we’ll be taking a look at some of the more interesting Other options on DOmedia.

Sand Sculptures
Many beaches tend to be high traffic areas. While water and sky advertising options are available, why not put your ad right in the sand? If you really want to turn heads, a sand sculpture can be built on the beach with your company logo on it. It’s also possible to have your ad imprinted into the sand.

Graffiti Murals
If you like the idea of billboards, but want something a little more outside the box, graffiti murals might be the right option. Artists will spray paint your ad on a billboard or an approved space. These ads stand out by blurring the line between advertisements and street art.

Rooftop Advertising
When flying in a plane, during takeoff and landing, you often find yourself looking down at the roofs below. At some point, someone saw the potential to put ads there! Rooftop ads are painted on the top of roofs and target airline passengers. Imagine them as billboards that can only be seen from above.

3D Props
3D props fall somewhere between street furniture and an art installation. These structures are placed in public places, demanding attention and creating a buzz. These are perfect if you’re looking to create a large impact in a unique way.

One of the most common questions we get is, what is placed-based marketing? The simple answer is that it is marketing placed in a specific location. Unfortunately, that definition is circular and confusing. Our hope is that after reading this, you’ll not only be able to answer the question, but understand how you can utilize place-based marketing to fit your needs.

Going back to our circular definition, place-based marketing uses advertising placed in a specific location. The reason for that is so that it can target specific groups of people. And because it’s targeting specific groups of people, the place-based advertising campaign can be extremely specialized. Here are some common places to find place-based media:

• Bars
• Gyms and Fitness Centers
• Gas Stations
• Healthcare Facilities
• Sports Stadiums
• Pharmacies
• Malls

Let’s use the example of a gym. You know that people who go to the gym are going to be more interested in fitness and nutritional products. So it makes sense to advertise your new protein shake there. Why not advertise your product directly to the type of people who would buy it anyhow, in a place you know they frequent?

That’s all place-based advertising is. Advertising in a specific space to specific people. Protein shakes being advertised in a gym. A new beer being advertised in a bar. Marketing based on lifestyle and location.

While place-based advertising is not a specific format, digital place-based has shown tremendous growth over the last few years. Think of the TV screens running in your local gym, bar, or doctor’s office.  Despite many people thinking only in terms of digital signage or interactive ads, place-based can also be billboards, posters, product demonstrations, or myriad other formats.

Thinking about trying gym advertising? The gym can be a great place to advertise for a number of reasons. The first thing to understand is that gym advertising is a kind of place-based advertising. Simply put, this means that you’re advertising to a select group of people in a select area.

Obviously, the gym is a great place to advertise fitness and nutrition products for the simple reason that people there are likely more interested in those kinds of products. Working out tends to put people in a good mood, which makes them more inclined to have a positive reaction to your ad. Lastly, people are likely to run errands after hitting the gym. Right before someone goes shopping is a great time to get them thinking about your brand or product. Let’s take a look at some different options for gym advertising.

Gym Signage

There are many different creative options with gym signage. Larger gyms often have giant posters or billboards available. Smaller signage, like vinyl posters and wall clings, can go anywhere. Think strategic placement, like on lockers or in tanning booths. Gym signage can be extremely specialized. Imagine your ad on a yoga mat! Many gyms are now adding digital signage. This opens the door for interactivity and even augmented reality.

Gym Video Networks

Whether you’re sweating buckets on the elliptical or the treadmill, chances are you’re staring at a few different overhead screens. Video networks let you serve full commercials with sound. The neat thing about video at the gym is that you can’t fast forward through them like you can at home. Some gyms offer video screens on each individual machine, making your ad that much harder to ignore.

Gym Promotions

Gym promotions are a great way to launch a new product or revitalize interest in an existing product. Having a spokesperson at the gym handing out samples or giving product demonstrations will help increase awareness and engage customers. Not to mention it makes them far more likely to talk about your product to friends, family, and social media.