12 September 2023 - Today, VIOOH, the leading premium global digital out of (DOOH) home supply-side platform, released its annual research into the programmatic DOOH market. The findings show that the future of programmatic DOOH (prDOOH) remains strong with its popularity surging globally. Across campaigns advertisers have run in the past 18 months, on average a third (32%) included prDOOH, which is expected to increase to 40% in the next 18 months.
Globally, respondents plan to increase ad spend by a third (31%) over the next 18 months. Australian advertisers lead the way, with the highest increase in spend (34%). A third (33%) of advertisers globally are shifting budgets from other digital channels to take advantage of the broadcast, cookie-less environment of prDOOH, while more than 1 in 10 advertisers (13%) are creating new budgets for prDOOH. France is leading all other markets in both areas (35% and 16% respectively). Whilst only 6% of main OOH teams are accessing new budget for prDOOH, when buying is diversified this increases to 16% for digital / programmatic teams, 22% for managed service DSP teams, and 24% for dedicated prDOOH teams.
Growth has been facilitated by an increase in the amount of prDOOH inventory available in recent years, as more media owners invest in programmatically enabled screens, making it a viable solution for advertisers looking to achieve highly targeted local or national campaigns. As a result, prDOOH has become particularly popular with advertisers from a wide range of verticals, who consider the ability for generating return on investment (78%), brand effectiveness (78%), good value (76%), brand safety (66%), and audience targeting (63%) important in their decision to invest in prDOOH.
The majority (83%) of survey respondents believe that prDOOH offers the most innovative opportunities compared to DOOH (79%), display (76%), social media (74%). Globally, advertisers believe that prDOOH offers distinct advantages such as: ensuring brand safety, including lack of bot/click fraud (64%); targeting the right people at the right time (61%); increasing brand awareness (60%); and providing dynamic creative opportunities (60%).
prDOOH is leveraged across both performance and branding contexts, with more than three out of four advertisers indicating that prDOOH is important for both types of campaigns (83% performance-led; 77% brand-led). These findings are consistent across all markets with advertisers believing that prDOOH is more important for performance-led activations, except in the US, where advertisers believe that prDOOH is more important for brand-led activations (78% vs 76% for US performance-led campaigns). When planning media campaigns, respondents stated that the flexibility to reach either a broadcast (68%) or target audience (62%), and the ability to change creative messages in real time (62%) are most important for advertisers.
Integrating prDOOH more closely in multi-channel campaigns is key for over half (62%) of advertisers surveyed. The majority (79%) of respondents would buy display alongside performance-led activation, while social media is used to complement prDOOH in brand-led activation (80%). This is driven by advertising preferences across the markets, with most believing that display and social media complement prDOOH in both in both brand-led and performance-led campaigns.
Over half (57%) of prDOOH campaigns that advertisers have worked on in the past 12 months have been single-country campaigns, with a significant proportion (43%) running multi-country campaigns, highlighting the ease of buying programmatically vs. via direct DOOH.
“Programmatic DOOH is becoming mainstream and is now a must-have on every media plan. This year’s State of the Nation report shows not only that advertising budgets continue to be reallocated for increased prDOOH spend year-on-year, but the opportunities provided by prDOOH, from highly targeted activations to trigger-based buying, are giving advertisers a raft of flexible high-value tools which complement both brand and performance ad campaigns. With programmatic DOOH becoming more mature, media professionals are also increasingly integrating prDOOH into multi-channel strategies, often using it alongside social media and display advertising,” said Jean-Christophe Conti, Chief Executive Officer at VIOOH.
See the full report here: viooh.com/sotn
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Notes to editor
VIOOH partnered with research and strategy agency, MTM, to survey 1,200 advertisers and agencies across the US, UK, Australia, Germany, France, and Spain to learn about the current state of the nation of programmatic digital out-of- home (prDOOH) advertising.
Participants in this research have already purchased prDOOH in the past 12 months, plan to purchase it in the next 12 months or are digital buyers open to purchasing it.
About VIOOH
VIOOH is a leading premium global digital out of home supply-side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.
For more information about VIOOH, please visit www.viooh.com or follow us on Twitter and LinkedIn.