VIOOH and MTM’s latest research unpacks Australian marketing’s ethos on prDOOH
Digital out of home (DOOH) supply-side tool, VIOOH, has shared the findings of its latest programmatic digital out of home (prDOOH) market research survey.
Having worked with strategy and research agency, MTM, on the study, VIOOH surveyed 1200 agencies and advertisers within Australia, Brazil, the United States, France, Germany and the United Kingdom. Survey participants came in two groups: actual prDOOH purchasers or digital buyers who weren’t opposed to investing in it.
According to the results, prDOOH advertising is a popular choice with Australian marketers, with 27% of Australian-based campaigns using prDOOH within the last year. Over the next year and a half, the findings expect adoption rates to jump and “reach 35% of media plans”.
Within the same timeframe, prDOOH advertising investments are expected to grow by 28%, an average supported by “a significant 12 ppt YoY rise in marketers planning to allocate new budgets specifically for prDOOH campaigns (27%), with 38% coming from other digital channels.”
Demand-side platforms (DSP) managed services rose by 25 ppt YoY, signifying a 2024 adoption rate of 44%. At the same time, leveraging internal teams grew to 27% from 9% – an indication that there is a desire for users to have hands-on access and control of prDOOH campaigns, along with better channel alignment when a multi-channel strategy is being used.
The survey also uncovered the reasons behind why the prDOOH sector is growing in popularity.
65% of Australian marketing professionals say that prDOOH is “the leading channel for dynamic creative opportunities” as it is dynamic and supports higher levels of creative-centric flexibility. Additionally, Dynamic Creative Optimisation (DCO) is being welcomed by 95% of survey respondents.
Sustainability was also an issue that VIOOH’s survey picked up on. Since it only comes into effect when certain criteria are satisfied, thereby making it eco-efficient compared to traditional OOH and DOOH solutions, 65% of Australian marketers prefer “prDOOH for its efficiency and sustainability credentials”.
“In Australia, marketers are drawn to the flexibility, audience relevance, optimised ad revenue potential and sustainability credentials of prDOOH,” VIOOH’s chief executive officer, Jean-Christophe Conti, said.
“They’re leveraging its advanced targeting capabilities to deliver highly relevant and dynamic ads across the market, maximising efficiency and minimising wastage.
“We expect the widespread adoption of prDOOH to accelerate across the Australian market – and we’re looking forward to continuing to drive the evolution of DOOH towards a programmatic, more integrated future in the media landscape.”
The full ‘State of the Nation Programmatic DOOH 2024’ report can be viewed here.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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