As reported on MediaPost this morning, OVAB (Out-of-home Video Advertising Bureau) has changed its name to DPAA (Digital Place-based Advertising Association), largely in reaction to the industry trend towards ‘place-based’ as the preferred designation for locations serving audiences.
As DPAA President Suzanne La Forgia explains:
“Places are the distinguishing factor that helps to cultivate audiences and help cultivate interaction… It isn’t just something that is on a roadside, or on the side of a bus. It’s in places where people congregate, and how consumers and venue visitors are experiencing these networks.’
This is a name change we certainly appreciate, not only because it captures the expanding connotations of the term digital (as I discussed in yesterday’s post), but also because it recognizes the growing traction of the term we use extensively to describe our offerings (LocaModa’s tagline being Place-Based Social Media).
The DPAA will no longer support ‘static digital signage,’ which, again, falls right in line with yesterday’s discussion of what digital has come to mean (i.e. multi-channel, engaging, measurable, interactive).
I’m interested to hear the industry-wide reaction of the change, but we’re encouraged by the formal acknowledgement of a shift we’ve been tracking for years.
Tags: #digitalsignage, cross channel campaigns, digital media, Digital Out-of-Home, digital signage, DOOH, dpaa, interactive advertising, interactive networks, LocaModa, location based services, measurable, mediapost, ovab, place bsed media, place-based networks, place-based social media