Advertisers are fighting back against DVRs and other ad-skipping technologies with place-based media in out-of-home areas such as airports, offices, malls, schools and health clubs, the New York Times reports. The place-based ads engage consumers “during the course of their daily lives in places they go on a frequent basis” and “guarantee every consumer will be exposed to the message,” says Rick Sirvaitis, president of StoreBoard Media in New York, the newspaper notes. Ad spending for out-of-home is second only to online advertising in growth, the newspaper says.
—Vlada Gelman