The adoption rate of programmatic advertising into Australian digital out-of-home (DOOH) campaigns will reach 35% of media plans within the next 18 months, according to research by supply side platform VIOOH.
Over the past 18 months, programmatic advertising has been integrated into nearly a third (27%) of campaigns, according to the annual study.
Australian marketers' investments on prDOOH advertising are projected to increase by an average of 28% over the next 18 months, with a 12% rise in marketers planning to allocate new budgets specifically for prDOOH campaigns (27%).
Direct-only DOOH buys were used by 45% of respondents, programmatic-only buys reached 47% and hybrid buys were at 41%, with all figures up significantly year-on-year.
Demand-side platforms (DSPs) managed services was adopted by 44% of marketers in 2024, while the use of in-house teams rose from 9% to 27%, highlighting a growing preference for direct, internal management of prDOOH campaigns and alignment with other programmatic channels within a multi-channel strategy.
prDOOH ranks as a top channel for securing the top spot for performance-led campaigns (92%) and for brand-led campaigns (86%), only slightly behind social media (88%).
Most respondents (92%) now see prDOOH as delivering the most innovative opportunities of all advertising channels, with almost three quarters (71%) of Australian marketers believe prDOOH advertising offers the most precise location targeting compared to any other channel.
This is notably higher in Australia than in any other market, exceeding the global average of 60%.
Trigger-based buying capabilities, such as responding to events, news or promotions, were the most influential factor for 69% of marketers in determining their investment.
Many Australian marketers leverage prDOOH for its dynamism and creative flexibility, with 65% identifying it as the leading channel for dynamic creative opportunities, as most (95%) of those surveyed are embracing Dynamic Creative Optimisation (DCO), either through consideration, pilot programmes or active integration.
Sustainability is also a major consideration for Australian advertisers when planning and buying media, with 65% ranking it among the top attributes prDOOH delivers against (compared to 62% globally).
Marketers in Australia particularly favour prDOOH for its efficiency and sustainability credentials, recognising its eco-efficient reach as prDOOH is only activated when a relevant audience is present or predefined trigger criteria are met, maximising efficiency compared to DOOH and traditional OOH (65% prDOOH vs. 57% DOOH vs. 51% OOH).
VIOOH CEO Jean-Christophe Conti said in Australia, marketers are drawn to the flexibility, audience relevance, optimised ad revenue potential and sustainability credentials of prDOOH.
"They’re leveraging its advanced targeting capabilities to deliver highly relevant and dynamic ads across the market, maximising efficiency and minimising wastage," he said.
"We expect the widespread adoption of prDOOH to accelerate across the Australian market – and we’re looking forward to continuing to drive the evolution of DOOH towards a programmatic, more integrated future in the media landscape."
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