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DPAA says digital place-based ad growth rate outpacing total ad spend

October 19, 2012

The Digital Place-based Advertising Association recently announced that the growth rate for the industry sector was six times that of total measured ad spending, according to data from Miller, Kaplan, Arase and Kantar Media.

Miller, Kaplan, Arase reported that digital place-based, or digital out-of-home, media grew by 11.8 percent from January to June 2012 over the same period last year, while Kantar Media data revealed that total measured media for the same period increased by 1.9 percent.

"The growth in the sector continues apace with strong momentum," said Susan Danaher, president and CEO of the DPAA, in the announcement. "In 2011, PQ Media reported that DPb as a sector grew 13.2 percent 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."

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