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 %|
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%.
“The growth in the sector continues apace with strong momentum,” says Susan Danaher, president & CEO, DPAA. “In 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.”