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

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

Increased Client Investment Results in Record Growth

New York, April 5th, 2011 – 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


Full Year 2010 Growth vs.2009


Digital Place-based


Spot TV


National Spot Radio




Cable TV




Network TV




National Newspapers


Network Radio


Syndicated TV


Local Newspapers


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


Our Members
Cedar Fair
Nielsen Media
Health Media Network
Gloss Media
SITO Mobile
In+Out Russian Association for Digital Place-based Networks
EYE Corp Media
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