Australian advertisers cutting other spend to boost programmatic DOOH
Australian advertisers are planning to increase their programmatic digital out-of-home (prDOOH) spend by 34% over the next 18 months, according to new research conducted by VIOOH.
The research claims 37% of Australian advertisers have already included prDOOH in their media plans, with 43% of these advertisers planning to increase their spend in this sector.
This money isn’t coming out of the atmosphere though: 28% are moving budget from other digital channels to achieve this, while a further 29% are taking budget from traditional channels and reallocating it to prDOOH. Just 15% of advertisers are allocating new budgets for prDOOH.
As to the mechanics of it all: OOH teams oversee prDOOH buying in 67% of cases. 35% of advertisers buy their DOOH campaigns through a programmatic buy only, with 32% saying they “usually or always use a mixture of programmatic and direct buys.”
Eighty-one per cent of respondents feel that prDOOH offers “the most innovative opportunities” compared to any other media channel, citing the ability the deliver highly targeted activations, the ability to buy placements in real-time, optimise campaigns in-flight, and deliver dynamic and contextually relevant creative.
“Programmatic DOOH is becoming mainstream and is now a must-have on every media plan,” said Jean-Christophe Conti, chief executive officer at VIOOH.
“This year’s State of the Nation report shows not only that advertising budgets continue to be reallocated for increased prDOOH spend year-on-year, but the opportunities from highly targeted activations to trigger-based buying are giving advertisers a raft of flexible high-value tools which complement both brand and performance ad campaigns.
“With programmatic DOOH becoming more mature, media professionals are also increasingly integrating prDOOH into multi-channel strategies, often using it alongside social media and display advertising.”
Interestingly, while the research shows the rise of prDOOH, a Kantar study released yesterday suggests that Australian customers increasingly prefer offline advertising, with cinema ads, non-digital billboards, and POS marketing among the more favoured marketing trends amongst Australian consumers.
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