Programmatic DOOH poised for growth

Planning and Trading platform VIOH, part of JCDecaux, recently released results from a survey of 200 digital and OOH specialists…

U.S. respondents said that nearly a third (31%) of the campaigns they worked on in the past 12 to 18 months included a programmatic digital OOH (prDOOH) component. That’s expected to increase to 39% in the next 18 months.

VIOOH worked with London research and strategy agency, MTM, to survey 1,200 OOH and digital specialists at advertisers and agencies across the US, UK, Australia, Germany, France, and Spain. About 200 people from each country were surveyed in May and June of this year. The resulting report is titled “State Of The Nation: Programmatic DOOH 2023.”   

Survey respondents in the US indicate that they plan to increase programmatic DOOH spend by a third (33%) over the next 18 months. A third are reallocating budgets from other digital channels, and 15% are creating new budgets to grow prDOOH.    

80% of respondents from the US market feel that prDOOH offers one of the most innovative opportunities compared to any other media channel, delivering highly targeted activations, the ability to buy placements in real-time, optimize campaigns in-flight and deliver dynamic and contextually relevant creative. Over two-thirds (67%) believe that prDOOH targets the right people at the right time, while 64% said the medium increases sales and performance (64%), and 61% said they felt brand safety was a key attribute.   

Full story at MediaPost.