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pDOOH predicted to continue growth

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October 12, 2022

VIOOH, a global DOOH supply-side platform, has announced the release of its annual DOOH research, which include survey feedback from 1,000 media professionals and in-depth interviews with industry figures in the U.S., U.K., Germany, France and Australia, according to a press release.

Citing the pandemic, the report said that more than half of campaigns over the last year and a half have included programmatic elements due to increased interest in flexibility and targeting by advertisers and businesses. This number is predicted to grow to more than 60% in the coming year and a half.

"As highlighted in this year's State of the Nation report findings, we are seeing an increase in media spend coming from new budgets or being moved from other traditional and digital channels," Jean-Cristophe Conti, CEO at VIOOH, said in the release. "Coupled with a widening responsibility for its planning and buying, it's clear that as markets mature, buyers are keen to fit programmatic DOOH within multi-channel campaign strategies. For the channel's full potential to be unlocked, the report also shows a desire for increasing sophistication in data and targeting and a robust ROI and measurement solution —as the ability to measure DOOH's impact within multi-channel campaigns is likely to become a key factor in the growth of programmatic DOOH."

The report's five key highlights include:

Appetite and demand for buying DOOH programmatically has increased over the last few years.
There is also significant growth coming from new budgets and other digital and traditional channels.
Programmatic DOOH delivers a range of benefits for advertisers.
Demand for programmatic DOOH is expected to continue to grow.
Nearly half of surveyed U.S. executives indicate that better information on measuring ROI, better understanding of multi-channel campaign integration, and best practices in using data are the three major factors needed to fuel investment and growth in pDOOH