Digital OOH Sees 13% Growth In 2013: DPAA Report

April 14, 2014 by Dave Haynes

Digital OOH advertising grew at a 13% clip in 2013, says the Digital Place Based Advertising Association in a new report.

The DPAA says only online ad spend is growing faster, and revenue growth for ads on public-facing digital screens far exceeded that of the overall U.S. ad industry, even TV and out-of-home.

According to Miller, Kaplan, Arase, advertising revenue for the digital place-based sector grew by 13.0% in 2013 over 2012. According to Kantar Media, the U.S. ad industry overall grew by 0.9%.

For 2014, MyersBizNet forecasts a continuation of double-digit growth with a 12.6% gain projected for digital place based media, elevating industry ad revenues to $1.07 billion. With cinema factored in, this figure rises to $1.9 billion, according to the Myers projection.

“The advertising industry is realizing the video and digital benefits that our networks bring fit firmly within today’s consumer and marketing world, and media forecasters like MyersBizNet expect to see strong increases continue in 2014,” said Barry Frey, president & CEO, DPAA. “In today’s ‘Video Everywhere’ world, marketers need a presence on all screens and not just television. Digital place based media has emerged as an important element of this video media mix because of its ability to reach on-the-go consumers, often at or near point-of-purchase.”

Advertising Revenue Growth

Total U.S. Advertising: +0.9% 2013 vs. 2012

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

The DPAA report comes on the heels of a report in February from PQ Media that also suggested Digital OOH lags only behind online in terms of growth pace.