Digital Place-based Media Revenue Growth in 2010 Shows Strong Momentum

Digital Place-based Media Revenue Growth in 2010 Shows Strong Momentum

Increased Client Investment Results in Record Growth

NEW YORK, April 5, 2011 /PRNewswire/ - The Digital Place-based Advertising Association (DPAA) announced today that growth rates for the industry sector are accelerating. Based on information collected by Miller, Kaplan, Arase advertising revenue for the Digital Place-based sector has grown a tremendous +25% during 2010. This builds on a growth rate of +1% in 2009 when most major media suffered steep declines; further evidence of very strong momentum in the Digital Place-based market. Overall, advertising revenue in the Digital Place-based sector for 2010 is estimated to be $ 1.1 billion.

"This industry is coming together and increasingly advertisers are embracing the ability to engage consumers on the go, where they work, shop, dine, travel and play, closer to the point of purchase than the sofa in their living rooms," said Mike DiFranza, President of Captivate Network and DPAA Chairman. "This sector enables advertisers to replace TV impressions lost to DVR's as well as engage Light TV viewers with content relevant to their activities outside the home."

"This upward momentum will definitely continue with the recently launched search and discovery planning tool, InfoCenter, making it easier for the ad community to evaluate and plan this medium. Additionally, the recently published DPAA Creative Standard Ad Units guidelines will enable our clients to effectively and efficiently leverage their creative assets across all digital place-based networks. These initiatives have been extremely well received by the ad community and set us up beautifully for even greater growth in 2011," said Susan Danaher, President of the DPAA.

"The leading growth rate and activity generated from this sector are an indication that Place-based Digital Media is becoming an integral part of the media mix - and one that is very complementary to other video media options," added Mr. DiFranza.

Advertising Revenue Growth

Media Full Year 2010 Growth vs. 2009
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%
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Digital Place-based 24.5
Spot TV 24.2
National Spot Radio 18.6
Internet 9.9
Cable TV 9.8
Outdoor 9.6
Network TV 5.3
Magazines 2.9
National Newspapers 2.7
Network Radio 2.2
Syndicated TV -2.8
Local Newspapers -4.6

Sources: Miller, Kaplan, Arase for Digital Place-based media, and 2010 Kantar Media for all other media

About DPAA

Founded in 2006, the Digital Place-based Advertising Association [DPAA], represents leading digital placed-based networks and the advertising community that is actively engaged in planning, buying and evaluating the effectiveness of the medium. On behalf of its members, DPAA seeks to foster ongoing collaboration between agencies and digital place-based advertising networks; provide standards, best practices and industry-wide research; and promote the effectiveness of digital place-based advertising.

For more information, Contact:
Stan Weil
Marketing Consultant
Stan.weil@dp-aa.org
646-205-8520
www.dp-aa.org.

SOURCE Digital Place-based Advertising Association

Digital Place-based Advertising Association

Web Site: http://www.dp-aa.org

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