A new trade body to drive growth and promote the effectiveness of digital out-of-home advertising has launched into the market, led by some of the biggest players including Val Morgan Outdoor's Anthony Deeble and Posterscope's Joe Copley.
The Digital Place-Based Advertising Association (DPAA) aims to drive growth for digital out-of-home through collaboration among advertisers, agencies, digital place-based networks and their suppliers. It claims by demonstrating and promoting its effectiveness to agencies and clients, it will become easier for the industry to plan, buy and evaluate the medium with industry-wide standards, best practices, industry-wide research and audience measurement metrics.
It has been founded by Val Morgan Outdoor managing director Anthony Deeble and Inlink Group managing director Oliver Roydhouse. The agency advisory board consists of Posterscope MD Joe Copeley, ZenithOptimedia head of print and outdoor Andrew Jackson, OMD head of training and implementation Daniel Sinfield and Starcom national investment director Nicole Turley. It has been formed in association with the global DPAA, based in the US.
Deeble said the establishment of the body in Australia was a "critical step" in ensuring ongoing growth and development of the sector. "Digital is consistently one of the fastest growing out of home formats, both in Australia and globally.
"The DPAA provides digital place based media a great catalyst for further growth. We will benefit from the experience and multimillion-dollar investment of the association internationally combined with the best assemblage of members locally to influence and drive the DOOH media space in Australia.”
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