DOOH Spending Outpaces Total Advertising By 6-to-1
Everyone who follows the digital out-of-home advertising business knows it’s growing fast, and now there are some firm figures for evidence, courtesy of the Digital Place-based Advertising Association. According to the DPAA, total DOOH advertising revenues grew 11.8% in the first half of 2012 compared to the same period in 2011; that’s more than six times the growth rate for the media industry overall, which edged up 1.9% in the first six months of the year.
In fact, DOOH ad revenues outpaced almost every other video competitor except for syndicated TV, which increased 12.8% in the first half of 2012, according to Kantar Media. Cable TV advertising increased 5.7%, per the same report, while spot TV and network TV were up just 3.5%. Separate figures just released by the Interactive Advertising Bureau show online video advertising revenues increased 10% in the first six months of the year.
Unsurprisingly, DOOH also outpaced the outdoor advertising business at large, which grew 3.5% in the first half of 2012, according to Kantar.
The 2012 growth comes on top of a 13.2% increase in 2011, as measured by PQ Media. DPAA president and CEO Susan Danaher pointed to several reasons for continued growth, including marketers’ need to reach infrequent TV viewers and consumers who are increasingly on the go.
Also this week, the DPAA found itself in the rare position of losing a member, as PlaceWise Media, which operates the Shoptopia network in malls across the country, announced that it is withdrawing from the industry organization.