---
title: "Digital out-of-home snapshot: Place-based media"
description: To provide you with a better understanding of what makes digital out-of-home such a remarkable medium, we’re taking a closer look at place-based media.
---

[Vistar Media Blog ](https://www.vistarmedia.com/blog)

# [Digital out-of-home snapshot: Place-based media](https://www.vistarmedia.com/blog/digital-out-of-home-place-based-media)

 Written by [Kerry Coppinger](https://www.vistarmedia.com/blog/author/kerry-coppinger) | Mar 16, 2021

*Digital out-of-home media is everywhere - it can be found in virtually every location consumers visit outside the home, appearing in all shapes and sizes. *

*As a marketing channel, digital out-of-home encompasses place-based, point-of-purchase and large format signage. To provide you with a deeper understanding of what makes digital out-of-home such a remarkable medium, we’re taking a closer look at each of these types of DOOH. *

According to [François de Gaspé Beaubien](https://www.adweek.com/digital/why-planners-should-add-digital-place-based-media-mix-174460/), Chairman and Chief Coaching Officer of ZOOM Media, “DPB [digital place-based] networks reach consumers where they seek to be and where they spend their time. Audiences are engaged at a most receptive moment: on their path to purchase.”

 

## What is place-based media? 

### Most DOOH is place-based

Typically, billboards are what first comes to mind when you mention out-of-home advertising. However, most digital out-of-home is actually place-based media. [Place-based media](https://www.vistarmedia.com/blog/major-types-dooh-media?hsLang=en)<https://www.vistarmedia.com/blog/major-types-dooh-media?hsLang=en> is defined by contextually relevant environments and includes office buildings, malls, gas stations, gyms, taxis and rideshares, restaurants, bars, universities and more. 

### Several networks consider themselves place-based

Networks that offer place-based media include Captivate, ZOOM Media, [Vengo](https://www.vistarmedia.com/blog/media-owner-spotlight-vengo?hsLang=en), TouchTunes, Rouge Media, GSTV, [Topgolf](https://www.vistarmedia.com/resources?hsLang=en), Cinema Scene, Lightbox OOH Video Network, Curb and many more.

## Benefits of place-based DOOH

When executing a campaign that requires targeted exposure and measurable dwell time, your brand will benefit from the attention place-based screens command. Since many consumers spend most of their day outside the home — in the car, at work, shopping, dining and on-the-go – the contextually relevant nature of place-based screens allows you to reach consumers as they move throughout the day and in places where your creative messaging can be matched to the location. 

For example, if a protein bar brand wanted to reach consumers who demonstrate healthy lifestyle behaviors, they could target an audience of gym-goers — both at gyms and in other locations where gym-goers visit, like certain neighborhoods, grocery stores or coffee shops.

## Why is place-based media important?

Ultimately, the distinct venues of place-based media provide brands with [a unique opportunity](https://www.vistarmedia.com/blog/major-types-dooh-media?hsLang=en) to engage with consumers as they go about their everyday activities. By integrating advertisements into a natural setting, such as a shopping center or transit hub, brands gain prime access to a range of audiences, amplifying the impact of a campaign without bombarding consumers with intrusive ads.

Interested in learning more? [Contact our team](https://www.vistarmedia.com/contact-us?hsLang=en) today for more information.  

[View full post](https://www.vistarmedia.com/blog/digital-out-of-home-place-based-media)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Kerry Coppinger"
  },
  "dateModified" : "2026-03-04T15:53:20.391Z",
  "datePublished" : "2021-03-16T14:15:00Z",
  "headline" : "Digital out-of-home snapshot: Place-based media",
  "image" : {
    "@type" : "ImageObject",
    "height" : 496,
    "url" : "https://cdn2.hubspot.net/hubfs/3807049/Screen%20Shot%202019-07-10%20at%202.13.09%20PM.png",
    "width" : 893
  },
  "mainEntityOfPage" : "https://www.vistarmedia.com/blog/digital-out-of-home-place-based-media",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60.0,
      "url" : "https://3807049.fs1.hubspotusercontent-na1.net/hubfs/3807049/2024%20-%20Vistar%20Rebrand/2024%20Vistar%20Media%20Logos/Vistar_Media_Logo_Horizontal_Lockup_Orange.png",
      "width" : 280.31497
    },
    "name" : "Vistar Media Blog"
  }
}
```