Digital place-based media is grabbing attention with advertisers, but how much is being spent on it is still hard to gauge. The Digital Place-based Advertising Association reported Monday (Oct. 4) that advertising spending on digital place-based video networks grew 25 percent in the first half of 2009.
The DPAA's figure, estimated by Miller Kaplan Arase, did not include cinema advertising, which makes up more than half of the dollars spent in the digital place-based out-of-home market.
PQ Media, publisher of the Global Digital Out-of-Home Media Forecast, estimated that the total digital OOH network ad spend—including all 211 networks in five major venue categories, cinema, retail, office, entertainment and transit—grew 10 percent to 15 percent in the first half of the year. Cinema grew about 8 percent to 10 percent.
“The growth rates and activity in this sector are very encouraging,” said Kris Magel, evp, director of national broadcast for Initiative. ”It's an indication that place-based media is moving beyond the 'start-up' phase and becoming a viable medium that is here to stay—and one that is very complementary to more traditional video media options.”
Including cinema, the DPAA estimated total advertising for digital pace-based media was more than $1 billion.