DPAA Releases 2011 Revenue Data

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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