Investment in programmatic DOOH set to soar in next 18 months  

The future of programmatic DOOH will see investment increasingly coming from new budgets or being moved from other traditional and digital channels, says the annual programmatic DOOH research paper from VIOOH, a global digital out of (DOOH) home supply-side platform.  

This increase in demand is due to Australian buyers continuing to value the precision, efficiency, and effectiveness of transactions that programmatic trading provides to DOOH, along with its ability to enable DOOH to act as both a broadcast and direct response channel. 

The report, entitled ‘Programmatic DOOH 2022 - State of the Nation’, provides a unique insight into the DOOH industry by combining in-depth interviews with key industry spokespeople, alongside survey data from 1,000 senior agency and advertising executives across Australia, the UK, US, France, and Germany. 

The findings identified that whilst the COVID-19 pandemic proved the value of the agility that programmatic DOOH offers, many advertisers have continued to take advantage of this flexibility post-pandemic. 

In the last 18 months, the Australian executives surveyed reported that nearly half (49%) of campaigns have included programmatic DOOH and this is set to increase to 56% in the next 18 months, with nearly a quarter (23%) planning to double their investment. 

The planning and buying of programmatic DOOH is increasingly taking place alongside other programmatic activities, demonstrating increasing market desire to align programmatic DOOH within a multi-channel campaign strategy.  

Within this context, the majority (87%) of Australian media executives stated they will continue to invest in areas such as building in-house programmatic DOOH expertise and focusing on educating programmatic, OOH and cross-media planning teams on the advantages of programmatic DOOH to help communicate the benefits to brands and teams.  

When looking at the key barriers to adoption, the report found that media executives in Australia want unified measurement solutions to articulate the value of programmatic DOOH and identify its effect within multi-channel campaigns. 

Nearly half (47%) of Australian media professionals surveyed said they would like more information on cross-channel measurement and attribution in order to demonstrate programmatic DOOH’s impact within an omni-channel campaign. Almost half (49%) believe that real-time audience data would also give programmatic DOOH campaigns more value and prompt an increase in investment.  

Jean-Christophe Conti, CEO of VIOOH, said: “As highlighted in this year’s State of the Nation report findings, we are seeing an increase in media spend coming from new budgets or being moved from other traditional and digital channels. 

“Coupled with a widening responsibility for its planning and buying, it’s clear that as markets mature, buyers are keen to fit programmatic DOOH within multi-channel campaign strategies. 

“For the channel’s full potential to be unlocked, the report also shows a desire for increasing sophistication in data and targeting, and a robust ROI and measurement solution - as the ability to measure DOOH’s impact within multi-channel campaigns is likely to become a key factor in the growth of programmatic DOOH.”