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IAB finds programmatic DOOH uptake grew during 2020 despite COVID

The IAB Australia’s DOOH (Digital Out-Of-Home) Working Group has produced its first piece of research, finding that almost one-quarter of Australian agencies trading DOOH inventory programmatically for the first time during 2020.

The inaugural ‘Attitudes to Programmatic DOOH Report’ found that 34% of agencies now regularly trade DOOH programmatically, while 59% use DOOH and 74% regularly use static or traditional OOH. This follows yesterday’s announcement by the Australian Outdoor Association that DOOH revenue has surged in 2021, now accounting for 61% of total net media revenue.

The report was based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.

Experience with out-of-home advertising [click to enlarge]

IAB Australia CEO, Gai Le Roy, said the research helps cement confidence in the programmatic DOOH market.

“This important new piece of industry research provides very clear guidance from media buyers and advertisers on areas where they would like further education and support from the industry to help with their investment, measurement and assessment of programmatic DOOH activity,” she said.

“I have every confidence that the programmatic DOOH market will boom through 2021 and 2022, embracing the benefits of programmatic while also retaining the long-standing agency approach to developing fit for purpose OOH creative for different environments and placements.”

The report also found that the key factors for agencies when considering programmatic DOOH were flexible buying options, operational efficiency, and enhanced reach.

The key areas of focus for the OOH and DOOH industry were found to be around measurement and tracking, with agencies and advertisers indicating they want to better understand pDOOH (programmatic DOOH) and its mechanics.

Major factors driving pDOOH advertising [click to enlarge]

“The report enables us to pinpoint exactly where industry effort is required to maximise investment in the space. Overwhelmingly, brands and agencies are telling us that there is still a lack of understanding when it comes to pDOOH.

“The Working Group is committed to improving education and we have a number of exciting resources and initiatives which will launch later this year.”

Further key findings included that the sector will likely see more agencies experiment with new formats for the first time in FY22. A range of agencies intending to use other formats for the first time, including HTML (40%), video (37%) and dynamic creative (36%).

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