The digital place-based advertising industry saw revenue growth of 16.1% in the first half of 2011, more than 5 times the overall US ad industry growth rate of 3.2%. This growth rate was second only to syndicated TV. The strong growth follows a 25% increase in revenue for digital place-based media in 2010 to $1.1 billion. Advertisers are attracted to digital place-based media for its ability to effectively engage consumers on the go in a unique contextual environment.

1. NEWS / PRESS
DPB MEDIA REVENUE GROWTH PERCENTAGE FOR FIRST HALF OF 2011 EXCEEDS THAT OF OVERALL U.S. AD INDUSTRY
Digital Place-based Media Revenue Growth percentage
for first half of 2011 exceeds that of overall U.S. AD Industry by 5:1 margin
NEW YORK, Sept. 28, 2011-- The Digital Place-based Advertising Association (DPAA) announced today that growth rates for the industry sector remained strong
during the first half of 2011, exceeding overall U.S. ad industry growth by a 5:1 margin.
Based on information collected by Miller, Kaplan, Arase from DPAA members and non-members, advertising revenue for the digital place-based sector grew by
16.1% for the first six months of 2011 over the same period last year, slightly more than five times the 3.2% growth rate for the U.S. ad industry overall, as reported
recently by Kantar Media. Among all media types, growth for digital place-based was second only to that of syndication, which recorded an 18.5% gain.
Digital place-based media’s strong showing during the first half of 2011 follows a 25% growth rate for the sector – to an estimated $1.1 billion – in 2010.
“In an economic environment where every single ad dollar must work double-time, digital place-based is emerging as a highly desired media choice because of its
ability to engage consumers on the go,” said Mike DiFranza, president of Captivate Network and DPAA chairman. “More and more advertisers recognize digital
place-based as a highly effective medium that connects with the consumer who cannot easily be reached with television.”
Susan Danaher, president of the DPAA, said, “In today’s increasingly digitally convergent marketplace, context matters more than ever. We are currently engaged in
a tour among agencies and clients focusing on unlocking the opportunities for brands to reach consumers at the right time, the right place and in the right mindset
to receive commercial messages. The extremely positive reception we are receiving at our presentations speaks to the competitive contextual advantage that digital
place-based media has over many other traditional forms and is at the root of the growth levels the sector enjoys.”
Advertising Revenue Growth Media
Jan-June 2011 vs. Jan- June 2010 % Growth
Syndicated TV
18.5
Digital Place-based
16.1
Cable TV
11.8
Outdoor
11.8
Internet
10.4
Magazines
2.9
Local Radio
2.4
Network Radio
1.6
Local Newspapers
0.6
Spot TV
-0.9
National Spot Radio
-1.6
National Newspapers
-4.9
Network TV
-7.6
Total U.S. +3.2%
Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media