DPAA says sector saw 25% revenue growth in 2010
April 5, 2011 by Dave Haynes
The Digital Place-based Advertising Association (DPAA) says number-crunching done by a third-party accounting firm suggests the digital place-based, aka Digital OOH, sector saw revenue growth in the region of 25 points in 2010.
The information collected by national CPA firm Miller, Kaplan, Arase came from all DPAA members as well as other place-based ad networks. Overall, MKA estimates advertising revenue in the sector for 2010 is estimated to be $ 1.1 billion. About 25% of that was for cinema-based networks, but only for the digital (no static).
“This industry is coming together and increasingly advertisers are embracing the ability to engage consumers on the go, where they work, shop, dine, travel and play, closer to the point of purchase than the sofa in their living rooms,” says Mike DiFranza, President of Captivate Network and DPAA Chairman. “This sector enables advertisers to replace TV impressions lost to DVR’s as well as engage Light TV viewers with content relevant to their activities outside the home.”
“This upward momentum will definitely continue with the recently launched search and discovery planning tool, InfoCenter, making it easier for the ad community to evaluate and plan this medium. Additionally, the recently published DPAA Creative Standard Ad Units guidelines will enable our clients to effectively and efficiently leverage their creative assets across all digital place-based networks. These initiatives have been extremely well received by the ad community and set us up beautifully for even greater growth in 2011,” says Susan Danaher, President of the DPAA.
The DPAA blocked outs number against Kantar Media research indicating growth in other media in 2010.
Media Full Year 2010 Percentage Growth vs.2009
- Digital Place-based – 24.5
- Spot TV – 24.2
- National Spot Radio – 18.6
- Internet – 9.9
- Cable TV – 9.8
- Outdoor – 9.6
- Network TV – 5.3
- Magazines – 2.9
- National Newspapers – 2.7
- Network Radio – 2.2
- Syndicated TV – 2.8
- Local Newspapers – 4.6