Gail Chiasson, North American Editor
The Digital Place Based Advertising Association, New York, announced today that the Digital Place-based sector’s revenue growth rate for the first half of 2015 outpaced that of all other major media.
Based on information collected by the certified public accounting firm Miller, Kaplan, Arase from digital place-based networks – including both DPAA members and non-members — advertising revenue for the digital place-based sector grew by 14.3% for the first half of 2015 versus the same period last year. This far surpassed the next closest growth media, radio, which gained 3.4% for the six-month period.
The 14.3% growth rate puts digital place-based media well on its way to equaling or surpassing estimated revenue of USD 1.015 billion for 2015, excluding cinema, as forecasted earlier this year by MyersBizNet.
First-Half 2015 Revenue Growth by Media Type:
- Digital Place-based + 14.3%
- Radio + 3.4%
- Outdoor + 2.6%
- Cable TV – 0.8%
- Spot TV – 4.4%
- Network TV – 4.8%
- Online (Display) – 7.0%
- Magazine – 8.2%
- FSIs – 9.7%
- Newspaper – 14.0%
- Total Media -3.9%
Source: Miller, Kaplan, Arase for digital place-based media; Kantar Media for all others
“The exceptionally strong growth for digital place-based media reflects a movement toward video agnostic media planning in what is rapidly becoming a ‘video everywhere’ world,” says Barry Frey, president & CEO, DPAA. “Our networks are gaining prominence as a tool to help marketers overcome a challenging advertising landscape by demonstrating they are an effective way to engage and influence brand and purchase behavior while consumers are on their daily journeys.”
A debate on video agnostic planning will be among the hot topics discussed at the DPAA’s eighth annual Video Everywhere Summit in New York on November 3 during New York Digital Signage Week. Other sessions at the all-day event will include programmatic, a ‘Shark Tank’ style Tech Tank, mobile-DPB case studies and other topics designed to help make sense of today’s rapidly changing video media world.
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