The Digital Place Based Advertising Association (DPAA) put out new numbers today suggesting the Digital OOH sector’s revenue growth rate for the first half of 2015 outpaced all other major media.
Based on information collected by the certified public accounting firm Miller, Kaplan, Arase from digital place-based networks – including both DPAA members and non-members — advertising revenue for the digital place-based sector grew by 14.3% for the first half of 2015 versus the same period last year.
The next best mover was radio, up 3.4% for the six-month period.
The DPAA says the 14.3% growth rate puts digital place-based media well on its way to equaling or surpassing estimated revenue of $1.015 billion for 2015, excluding cinema.
First-Half 2015 Revenue Growth by Media Type
Digital Place-based + 14.3%
Radio + 3.4%
Outdoor + 2.6%
Cable TV – 0.8%
Spot TV – 4.4%
Network TV – 4.8%
Online (Display) – 7.0%
Magazine – 8.2%
FSIs – 9.7%
Newspaper – 14.0%
Total Media: -3.9%
Source: Miller, Kaplan, Arase for digital place-based media; Kantar Media for all others
“The exceptionally strong growth for digital place-based media reflects a movement toward video agnostic media planning in what is rapidly becoming a ‘video everywhere’ world,” says Barry Frey, the DPAA’s president & CEO. “Our networks are gaining prominence as a tool to help marketers overcome a challenging advertising landscape by demonstrating they are an effective way to engage and influence brand and purchase behavior while consumers are on their daily journeys.”
The one real outlier here is for online, which would seem to be doing a lot better than the 7% drop suggested by this research. Anyone who has been around research in some way knows how results can be massaged and interpreted in varying ways.