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Companies warming up to prDOOH

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November 11, 2021

The future of prDOOH is promising and its increasing inclusion in multi-channel programmatic campaigns is likely to be a key driver of widespread adoption, according to a research paper from VIOOH, a DOOH marketplace.

The report, entitled "Programmatic OOH State of the Nation," provides insight into the DOOH industry by combining survey data with in-depth interview insight. VIOOH, in partnership with research consultancy, MTM, surveyed 1,000 senior agency and advertising executives across the U.S., U.K., Germany, France and Australia.

The findings state that since the outbreak of COVID-19, the need for campaign flexibility has been a critical consideration for brands, and when prDOOH is used for the first time, advertisers are becoming reluctant to return to more traditional buying methods for OOH.

"VIOOH's new State of the Nation report gives further proof that programmatic is the accelerator for DOOH growth, allowing it to be truly integrated into multi-channel campaigns for the first time. Increasing numbers of advertising executives are drawn to the versatility and value that programmatic DOOH offers, and state that they won't go back to more traditional ways of buying OOH," Jean-Christophe Conti, CEO at VIOOH, said in the release. "The report also shows that buying responsibilities are being spread across digital programmatic and OOH teams, supporting this shift towards programmatic DOOH. Agencies and advertisers therefore need to establish clear strategies for prDOOH, build expertise to address any knowledge gaps and help create best practices to integrate prDOOH into more multi-channel campaigns."

Key findings include:

The ability to measure campaign performance across multiple digital channels including programmatic OOH is key for 83% of U.S. executives.
Just over eight out of 10 (83%) of U.S. executives identified trigger-based buying (reacting to events, news, promotions, moments in time, locations, audiences as they move, weather and environmental conditions) as an important driver for investment in programmatic OOH.
Nearly nine out of 10 (88%) of U.S. executives agreed that programmatic OOH represents good value.
The vast majority of U.S. executives see programmatic OOH as a great way to reach a broadcast audience (98% agency and 98% advertiser), whilst 83% of agency execs and 78% of advertisers agree that programmatic OOH provides innovative ways to target consumers.
On the brand side, most U.S. executives (84% agency, 72% advertiser) believe prDOOH is a great way to build brand awareness.
On the performance side, executives also see it as a great way to drive response (84% agency and 80% advertiser).
Nearly nine out of 10 (86%) of American industry executives plan to integrate programmatic OOH more closely into multi-channel campaigns.
The majority (86%) of American executives plan to invest in programmatic OOH expertise.