What actually are ... Digital Place-based Networks?

In digital outdoor advertising, a distinction is made between digital billboards & signage and digital place-based networks. Digital place-based refers to screens that are installed in places where people typically find themselves in waiting situations, for example at post office counters or kiosks. In addition to advertising, contextually relevant entertainment and information is displayed on these screens. Digital place-based networks are attractive for advertisers as consumers often spend longer periods of time in the immediate vicinity of the screens, which increases the likelihood that the advertising messages displayed will be noticed. The term digital billboards & signage, on the other hand, refers to large screens that are positioned in transit locations with a short dwell time, for example at train stations.

Term explained by: Darius BarmettlerKey Account Manager for digital out-of-home products at Goldbach Media (Switzerland).