Australia’s ‘obsessive focus’ with performance its main barrier to programmatic growth: Dentsu global OOH boss

Darcy Song

March 31, 2023 9:48

While the industry is “bullish” about programmatic digital out-of-home (pDOOH)’s growth, there are some “intertwined” barriers to further adoption, according to Dentsu’s global head of OOH, Ben Milne.

Speaking at the IAB and Outdoor Media Association’s (OMA) Powering Digital Out Of Home (OOH) summit in Sydney yesterday, Milne said the main barrier to the growth of programmatic in Australia is the market’s “obsessive focus” on performance.

Ben Milne presented at the summit on Thursday

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Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.

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1 COMMENTS

Dr Oyvind 2 Apr 23

Marketers should always be obsessive on performance. The real issue Ben was outlining was a short term focus that corrals marketers to only or disproportionately assess the bottom of the funnel. There are plenty of brand health metrics further up the funnel that can equally be obsessed over.

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