Digital Place-Based Media Shows Strong Growth

Gail Chiasson, North American Editor

The Digital Place-Based Media sector grew 25% in the first half of 2010, according to data collected for the New York-based Digital Place-based Advertising Association (formerly OVAB) by Miller Kaplan Arase.

The DPAA says that growth rates for the industry sector are accelerating, with that 25% building on a growth rate of 1% in 2009 when most major media suffered steep declines. Further, that 25% growth rate in the first half of 2010 is notably without the benefit of the short term infusion of political advertising which other media enjoy, further evidence of strong momentum in the Digital Place-based market.

Overall, advertising revenue in the Digital Place-based sector is estimated to be in excess of $1 billion today.

“This industry is coming together and, increasingly, advertisers are embracing the ability to engage consumers on the go, where they work, shop, dine, travel and play, closer to the point-of-purchase than the sofa in their living rooms,” says Mike DiFranza, president of Captivate Network and DPAA chairman.

The Digital Place-based Media sector enables advertisers to replace TV impressions lost to DVR’s as well as engage Light TV viewers with content relevant to their activities outside the home.

“This momentum will no doubt continue given the plethora of research that has been done over the past two years, validating the engagement of consumers with Digital Place-based media and helping advertisers understand its impact and justify increasingly greater investments,” says Susan Danaher, DPAA president.

There are numerous research surveys and data that back up DPAA’s claims. The Nielsen Company currently publishes The Fourth Screen Audience Report quarterly, giving advertisers a single report that covers multiple Digital Place-based networks and sizes their audiences. Arbitron measures the sector annually with its Digital Place-based Video Study. Just in the last several weeks, both MRI and The Ipsos Mendelsohn Affluent Survey published information on the sector. Simmons will soon follow in the spring, and Scarborough is including Digital Place-based media in its upcoming study. – We were privileged to have a little peek at some of the data from Miller Kaplan Arase and from The Nielsen Company that we believe the DPAA will release next week and let’s just say that the industry should be happy to see the info, Ed. Miller Kaplan Arase has offices in San Francisco, Los Angeles, Las Vegas and Seattle.

Founded in 2007, the DPAA will be holding its 2010 Digital Media Summit Oct. 27 in N.Y.. We understand that the Association is currently finalizing its agenda and list of speakers, one of whom, we learned, is the charismatic, colourful, sometimes caustic and incredibly creative Paul Lavoie, chairman and chief creative officer of TAXI. Not to be missed, we think!

One Response to “Digital Place-Based Media Shows Strong Growth”

  1. anon Says:

    Take cinema out and it’s a pretty small market. And if anyone is getting a cinema spend other than cinema I would be very surprised. It’s really a different class of trade.

Leave a Reply