DPAA Says Sector Growing At 6X Pace Of Media In General

October 10, 2012 by Dave Haynes

The Digital Place-based Advertising Association says the sector it bangs its drums about grew at roughly six times the pace of total measured ad spending.

The data from Miller, Kaplan, Arase  suggests digital place-based media grew by 11.8% from Jan-June 2012 over the same period last year, comparing that against Kantar Media data that shows 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 of the 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.”