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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.

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2 Responses to “OVAB Gives Official Nod to ‘Place Based’ Nomenclature”

  1. Bill Collins Says:

    Jayne:

    Good evening. Thanks for this posting. I liked what you wrote when you said,
    “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.”

    This decision to change the name of OVAB to the DPAA came after extensive discussion. It was not made quickly or light. This discussion, as has been explained by DPAA leaders, took place within the organization among the membership and with the broader audience of brands and ad agencies that the DPAA dialogues with on a regular, structured basis through its Agency Advisory Board (see http://ovab.org/content/committees#AAB).

    Since it was established in 2007 the DPAA has dramatically raised the visibility of our medium with the Madison Avenue community. As a result, advertising revenues to the DPAA member networks has risen significantly, according to industry forecasts from firms that track these trends, such a PQ Media.

    This is good for the DPAA members, and it’s good for the broader Digital Out-of-Home and Kiosk industries.

    Best regards,

    Bill Collins

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