Gail Chiasson, North American Editor
The Digital Place-Based Advertising Association announced today that the sector’s revenue growth rate for the first half of 2013 outpaced that of all other media.
Based on information collected by the certified public accounting firm Miller, Kaplan, Arase from 31 digital place-based networks – including both DPAA members and non-members — advertising revenue for the digital place-based sector grew by 14.9% for the first half of 2013 versus the same period last year, significantly outpacing the next fastest-growing sector for the six-month period (cable television, +10.1%) as well as that of non-video Internet.
First-Half 2013 Revenue Growth by Media Type:
Digital Place-based + 14.9%
Cable Television + 10.1%
Outdoor + 6.0%
Internet (Display) + 5.3%
Magazine + 1.1%
Network Television – 0.6%
Radio – 1.9%
Spot TV – 2.9%
Newspapers – 4.0%
Total Media +2.0%
Source: Miller, Kaplan, Arase for DPb media; Kantar Media for all others
“Digital place-based revenue growth continues to grow at a rapid pace, a trend that we expect to continue into the foreseeable future,” says Barry Frey, president and CEO, DPAA. “We are gaining prominence as a tool to help marketers overcome a challenging advertising landscape by demonstrating that we are a quantifiably effective way to engage and influence brand and purchase behavior while consumers are on their daily journeys. Video is everywhere, and with impressions shifting in all directions, it is increasingly difficult for planners and buyers to capture eyeballs through traditional television. Increasing numbers of brands and their agencies are recognizing this reality and incorporating digital place-based into media plans.”