Industry group IAB Australia has released a Buyer’s Guide for digital out-of-home (DOOH), shining a light on best practice.
The guide aims to cut through the jargon, exploring different buying methods, understanding the programmatic supply chain, verification, and audience and measurement. It includes a buying checklist and a glossary of terms.
The Buyers Guide comes after the release of IAB Australia’s Attitudes to Programmatic DOOH Report that found almost one quarter of agencies trading DOOH inventory programmatically for the first time during 2020, with a further 10% of agencies increasing their programmatic investment over this period.
Ben Allman, Chair of the IAB Australian DOOH Working Group: “With DOOH making up an increasingly significant portion of the total out of home market, our working group has pulled together a reliable and comprehensive reference resource for all those involved in the buying to planning of this channel.”
Gai Le Roy, CEO of IAB Australia: “This guide has been designed to help provide media buyers with a thorough overview of DOOH opportunities, formats, buying methods, measurement, verification and upcoming developments. It is suitable for traditional buyers getting up to speed with digital as well as for digital buyers who need to understand the nuances of the OOH market.”
The IAB Australia DOOH Working Group is planning an agency roadshow and training program once lock down restrictions are lifted.
Member organisations of IAB DOOH Working Group include: Amobee, Bench, Broadsign, Cartology, Hivestack, IAS, JC Decaux, MediaMath, MiQ Digital, OIS, OMA, QMS Media, Seedooh, Shopper Media Group, Tonic Media, The Trade Desk, Val Morgan Outdoor, Veridooh, Verizon Media, Verve Group, Vistar Media
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