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Place-Based Media

Advertising on screens located inside a specific kind of venue — bar, gym, salon, doctor's office — where the audience self-selects by being there.

Place-based media (PBM) is a subset of DOOH where the screen lives inside a venue category that itself is the audience filter — a bar attracts bar-goers, a gym attracts gym members, a salon attracts a particular demo. The DPAA segmentation taxonomy lists 30+ canonical place-based categories, and buyers target them the way they target IAB content categories on the web: "I want to reach men 25-44 watching sports — buy bars, not retail".

The economics are different from roadside DOOH. A roadside billboard's audience is essentially anyone driving past; the demographic skew is broad and slow to shift. A place-based screen's audience is filtered twice — by venue category, then by time of day. A gym lobby at 6 AM is a different audience than the same gym at 7 PM, and a buyer who understands that can pay a higher CPM for the 6 AM slot than the venue's blended average.

On the supply side, place-based screens are the fastest-growing DOOH segment because the install cost is low (a smart TV plus a signage app) and the revenue split with the venue is straightforward (the venue earns a per-impression share). Trillboards specifically targets place-based venues — the platform's per-venue cohort composition signal is the place-based audience filter, sensor-measured.

Authoritative reference

DPAA — Place-Based Segmentation

See also

DOOH (Digital Out-of-Home)
DOOH is digital screen-based advertising in public and shared spaces — bars, gyms, retail, transit — bought and measured the same way as web or CTV.
OOH (Out-of-Home)
The umbrella category for all advertising outside the home — billboards, transit, posters, plus the digital subcategory DOOH.
Audience Taxonomy
A standardized hierarchical vocabulary for describing audience segments. IAB Audience Taxonomy 1.1 is the industry default.
Cohort Composition
A discrete audience-group descriptor — solo, pair, small_group, mixed_group, family_unit, coworkers. Trillboards' headline audience signal.

Reference docs

Building against Trillboards?

Our developer reference covers the DSP API, partner SDK, proof-of-play verification, and the sensing pipeline that powers buyer-grade audience signals.

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