Digital Place-Based Shows High Revenue Growth

Gail Chiasson, North American Editor

The Digital Place-based Advertising Association announced Monday that the growth rate for the industry sector was six times that of total measured ad spending, according to data from Miller, Kaplan, Arase and Kantar Media.

Advertising Revenue Growth

MEDIA Jan-June 2012 vs Jan-June 2011 Growth %
Syndicated TV +12.8
Digital Placed-based +11.8
Cable TV +5.7
Spot TV +3.5
Outdoor +3.5
Network TV +3.5
FSIs +2.5
Radio +1.4
Magazines -3.0
Newspapers -3.5
Internet Display -3.9

Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media

Miller, Kaplan, Arase reported that digital place-based media grew by 11.8% from Jan-June, 2012, over the same period last year, while Kantar Media data showed that total measured media for the same period increased by 1.9%.

β€œThe growth in the sector continues apace with strong momentum,” says Susan Danaher, president & CEO, DPAA. β€œIn 2011, PQ Media reported that DPb as a sector grew 13.2% versus the prior year. With double digit growth in the first half of 2012, DPb continues to be a highly desired media choice because of its ability to engage consumers at the right time, in the right place and when they are in the right mindset.

“DPb networks offer a powerful solution to marketers who want to reach light television viewing, on-the-go consumers in contextually relevant settings.”

3 Responses to “Digital Place-Based Shows High Revenue Growth”

  1. Chuck Billups Says:

    The question I always ask when I see these:

    1. What is the rate without Cinema?
    2. Were digital billboards included or left in traditional outdoor? What is the rate without it if so.

    Those numbers tend to skew these quick roll-ups.


  2. Nurlan Urazbaev Says:

    I have similar questions, Chuck, and they stem from the continuing ambiguity about the terms different industry bodies use to describe the medium and different segments of it.


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