More education and experience is needed to supercharge the usage of programmatic digital out-of-home (DOOH), according to research released today by IAB Australia.
Eight out of ten (82%) of agency respondents used digital OOH as a significant or regularly considered part of their advertising activity in 2024, up from 69% in 2022.
Half (52%) used programmatic DOOH as a significant or regularly considered part of their advertising activity, up slightly from 48% in 2022.
Other key findings of Attitudes to DOOH Advertising include data and targeting remaining the number one driver for buying programmatic DOOH.
Nearly all those surveyed said it was a factor for buying DOOH advertising programmatically, and a major factor for 77% of them. All key drivers have increased over the last two years.
Eight out of ten agencies used programmatic digital out-of-home advertising to increase brand awareness over the last year, while 55% also use it to increase purchase or action intent.
Over the last two years, private marketplaces have become the most common way to buy programmatic digital out-of-home advertising, taking over from open exchanges.
“Although understanding of programmatic digital out-of-home advertising has improved since the last survey, there continues to be a need for market education and case studies to assist programmatic digital out-of-home advertising from being a larger proportion of advertising volume," said Gai Le Roy, CEO of IAB Australia.
"With agencies showing increasing interest in programmatic DOOH to leverage the benefits of data and targeting and drive brand awareness campaigns, education for both agency planners and media owner sales teams will be key.”
The survey was carried out in last month, collecting responses from 286 advertising professionals from ad agencies or brands with influence on advertising decision making and involvement with out-of-home advertising.
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