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New Report Shows Strength of Digital Place-based Advertising Industry

21 Apr, 2014

USA - April 14, 2014 - Digital place-based media revenue growth rate for 2013 outpaces that of overall U.S. ad industry. The Digital Place Based Advertising Association (DPAA) announced that the sector's 2013 revenue growth rate far exceeded that of the overall U.S. ad industry, as well as that of such media categories as traditional out-of-home and television.

According to Miller, Kaplan, Arase, advertising revenue for the digital place-based sector grew by 13 percent in 2013 over 2012. According to Kantar Media, the U.S. ad industry overall grew by 0.9 percent.

For 2014, MyersBizNet forecasts a continuation of double-digit growth with a 12.6 percent gain projected for digital place-based media, elevating industry ad revenues to $1.07 billion. With cinema factored in, this figure rises to $1.9 billion, according to the Myers projection.

"The advertising industry is realizing the video and digital benefits that our networks bring fit firmly within today's business, consumer and marketing world, and media forecasters like MyersBizNet expect to see strong increases continue in 2014," said Barry Frey, president & CEO, DPAA, New York. [www.videoeverywhere.com]

"In today's 'Video Everywhere' world, marketers need a presence on all screens and not just television. Digital place-based media has emerged as an important element of this video media mix because of its ability to reach on-the-go consumers, often at or near point-of-purchase."

Percentage of Advertising Revenue Growth 2013 vs 2012:

Media Growth (%)
Internet (display) +15.7
Digital Place Based  +13.0
Cable TV +7.3
Outdoor  +4.4
Consumer Magazines +2.6
TV Syndication (National) +0.5
National Spot Radio -3.3
Network TV -3.4
National Newspapers -3.6
Local Newspapers -3.8
Local Radio -4.1
Local Spot TV  -8.1
Total U.S. Advertising +0.9

Sources: Miller, Kaplan, Arase for digital place based media; Kantar Media for all other media

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