Survey: Strategic Planners To Fund Place-Based From TV, Online

by Joe Mandese @mp_joemandese, July 6, 2011

If the opinions of strategic media planners are a leading indicator of future ad spending plans, then digital place-based media is poised for some dramatic increases, and much of it will come out of traditional TV advertising budgets. That's the conclusion of a survey of 1,000 strategic media planners released Tuesday by the Digital Place-based Advertising Association.

The survey, which was conducted between May 6 and June 6, found that 86.3% of the respondents plan to include digital place-based media in their 2012 plans, up from 75.5% in 2001, and 65.3% in 2010.

The No. 1 source of funding those plans will come from traditional outdoor advertising budgets, followed by TV and digital/online.

Asked what sources they would fund their digital place-based buys from, the four top responses were:

Outdoor: 54.2%
Television: 43.8%
Digital/Online: 22.9%
None (Zero-Based Approach): 19.8%

DPAA President Sue Danaher said digital place-based ad budgets rose 24.5% in 2010. She said the DPAA plans to release more data on planning strategies, along with case studies of specific marketers during the DPAAs Digital Media Summit, Oct. 19 in New York City.

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