IAB launches digital-out-of-home guide for buyers

The Interactive Advertising Bureau (IAB) has released a new guide for advertisers and agencies to help with buying digital out-of-home (DOOH).

The ‘Buyer’s Guide for DOOH’ was developed by the IAB Australia DOOH Working Group and has been created to provide guidance on best practices for advertisers and to assist them in cutting through DOOH jargon in developing media strategies.

The guide is the latest release from IAB Australia, as it looks to support and educates the wider industry on a topic that chair of the IAB Australian DOOH Working Group, Ben Allman, said is important and a growing part of the out-of-home market.

“With DOOH making up an increasingly significant portion of the total out-of-home market, our working group has pulled together a reliable and comprehensive reference resource for all those involved in the buying to planning of this channel.”

Programmatic DOOH uptake grew during 2020 despite COVID, with 34% of agencies now regularly trade DOOH programmatically, while 59% use DOOH and 74% regularly use static or traditional OOH.

According to a new research report, ‘The State of Programmatic in JAPAC – 2021’ by OpenX and ExchangeWire, 30% of agencies, publishers and brands recorded higher programmatic revenue or spend compared to pre-COVID figures, and 31% of publishers are generating over 40% of their revenue via programmatic. On the buy side, 21% are allocating over 40% of their spend to the channel.

IAB Australia CEO, Gai Le Roy, said: “This guide has been designed to help provide media buyers with a thorough overview of DOOH opportunities, formats, buying methods, measurement, verification and upcoming developments.

“It is suitable for traditional buyers getting up to speed with digital as well as for digital buyers who need to understand the nuances of the OOH market.”

Its release comes off the back IAB Australia’s recent Attitudes to Programmatic DOOH Report, which found that almost one-quarter of Australian agencies started trading DOOH inventory programmatically for the first time during 2020.

The IAB DOOH Working Group’s members include Amobee, Bench, Broadsign, Cartology, Hivestack, IAS, JC Decaux, MediaMath, MiQ Digital, OIS, OMA, QMS Media, Seedooh, Shopper Media Group, Tonic Media, The Trade Desk, Val Morgan Outdoor, Veridooh, Verizon Media, Verve Group and Vistar Media.

The working group is planning an agency roadshow and training program once lockdown restrictions are lifted.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.