83% of agencies now use programmatic DOOH, with data and targeting capabilities driving usage

August 18, 2022 9:27

Australian advertising agencies are continuing to embrace programmatic digital out-of-home advertising (pDOOH), with 83% of agencies saying they’ve used programmatic DOOH and 48% saying they are regularly considering it, according to the Attitudes to DOOH 2022 Report which was released on Wednesday by IAB Australia at AdTECH:OOH.

Data and targeting were identified as the key driver of pDOOH usage this year, with flexible buying options, which was the number one driver last year, dropping to the number two position as COVID-induced campaign uncertainty and changes have decreased. Impacting brand awareness remained the dominant objective for pDOOH, however, there has been an increase in the use of programmatic DOOH for direct response activities compared to last year (up from 17% to 30%).

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

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