A new programmatic digital out of home (prDOOH) research paper released by VIOOH, the leading global digital out of home marketplace, reveals that the future of prDOOH looks promising and its increased inclusion in multi-channel programmatic campaigns is likely to be a key driver of widespread adoption.
The report, entitled "Programmatic OOH State of the Nation", provides a unique insight into the digital out of the home industry by combining survey data with in-depth interview responses. VIOOH in partnership with international research consultancy, MTM, surveyed 1,000 senior agency and advertising executives across the US, UK, Germany, France, and Australia.
The findings identify that since the outbreak of COVID-19, the need for campaign flexibility has been a critical consideration for brands, and once prDOOH is used for the first time, advertisers are becoming reluctant to return to more traditional buying methods for OOH.
“VIOOH’s new State of the Nation report gives further proof that programmatic is the accelerator for DOOH growth, allowing it to be truly integrated into multi-channel campaigns for the first time. Increasing numbers of advertising executives are drawn to the versatility and value that programmatic DOOH offers, and state that they won’t go back to more traditional ways of buying OOH,” said Jean-Christophe Conti, chief executive officer at VIOOH.
“The report also shows that buying responsibilities are being spread across digital programmatic and OOH teams, supporting this shift towards programmatic DOOH. Agencies and advertisers therefore need to establish clear strategies for prDOOH, build expertise to address any knowledge gaps and help create best practices to integrate prDOOH into more multi-channel campaigns,” added Conti.
Key findings from the report include:
- The increasing importance of programmatic technology also applies to OOH media.
- Trigger-based buying, measurement and value are the key drivers for investment in programmatic DOOH.
- Programmatically traded OOH is seen as enabling brands to reach broad and targeted audiences and achieve both brand and performance objectives.
- Responsibility for planning and buying programmatic OOH is split across OOH, digital programmatic and specialist prDOOH teams:
- The future is in OOH’s inclusion in programmatic multi-channel campaigns and increased investment in prDOOH expertise:
You can read the report in full here: www.viooh.com/sotn2021