DPAA tracks big jump in media planning intentions for Digital OOH
July 5, 2011 by Dave Haynes
The Digital Place-based Advertising Association has released the results of a survey conducted with what it calls “strategic media planners” – the headline being 86.3% of the roughly 1,000 media planning asked said they planned to bake Digital OOH into their 2012 plans, up 11 points from this year and 21 from 2010.
Planners were asked: “If they were going to buy Digital OOH, where would they find the money?”
The top four responses were:
- Outdoor: 54.2%
- Television: 43.8%
- Digital/Online: 22.9%
- None (Zero-Based Approach): 19.8%
The survey is only a month old and was done online among nearly 1,000 strategic media planners from around the country.
“Revenue growth for the digital place-based industry was 24.5% in 2010 over the previous year, and this new survey points toward a continuation of this strong growth in the coming years,” said Susan Danaher, president of the DPAA. “It is particularly interesting that 20% of the media planners state that digital place-based media is included in their media plans by virtue of a ‘zero-based approach.’ What that says to me is that the sector is making great progress by being included in the very initial consideration set of media forms, and valued for enabling clients’ messages to be at the right place, at the right time.”
For those of you who skipped economics class to grab a few drafts and some eight-ball at the bar down the street (not that I know of anyone), zero-based approaches essentially mean any history is ignored in the budgeting process and the budget evaluation starts from scratch. So none of this, “Well, let’s bump radio by two percent and reduce print by that two.”