Adrian J Cotterill, Editor-in-Chief
The Digital Place-based Advertising Association (DPAA) announced this week that growth rates for the industry sector remained strong in 2011, exceeding overall U.S. ad industry growth by a more than 17:1 margin.
Based on information collected by Miller, Kaplan, Arase from DPAA members and non-members, advertising revenue for the digital place-based sector grew by 14.2% in 2011 over 2010 (see table below), more than 17 times the 0.8% growth rate for the U.S. ad industry overall, as reported by Kantar Media.
Among all media types, growth for digital place-based was second only to that of syndication, which recorded a 15.4% gain.
Digital place-based media’s strong showing in 2011 boosted total industry revenues to an estimated $1.4 billion, including cinema advertising.
Mike DiFranza, president of Captivate Network and DPAA chairman told us “2011 was a challenging year across the media landscape, but it was also a year that further solidified digital place-based as a highly desired media choice because of its ability to engage consumers on the go”.
He added “With the advent of new measurement tools and growing recognition among agencies that place-based media is an effective tool to influence consumer behavior, we expect to see a continuation of strong growth in 2012.”
| MEDIA | 2011 vs 2012 Growth % |
| Syndicated TV | +15.4 |
| Digital Placed-based | +14.2 |
| Cable TV | +7.7 |
| Outdoor | +6.5 |
| Network Radio | +2.7 |
| Internet | +0.4 |
| National Magazines | 0.0 |
| Network TV | -2.0 |
| National Newspapers | -3.6 |
| Local Newspapers | -3.8 |
| Spot TV | -4.5 |
| Spot Radio | -5.4 |
Susan Danaher, president and CEO of the DPAA, said, “Digital place-based media engages consumers at the right time, in the right place and in the right mindset. In today’s fast-paced world, it’s easy to see why the ability to reach on-the-go consumers in contextually relevant settings resonates more powerfully than ever among advertisers.”
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