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Programmatic OOH grows in Hong Kong, report says

April 20, 2021

VIOOH, an OOH marketplace, has released its State of the Nation report for Hong Kong. The report found that 84% of respondents have bought, planned or placed OOH programmatically in the last 12 months, according to a press release.

In addition, 94% expect to increase their investment in programmatic OOH in the next 18 months and 82% were open to investing in DOOH. Other findings include:

• 37% expect to double their programmatic OOH spend in the next 18 months.
• 58% of agencies and 36% of advertisers believe OOH is important for brand led campaigns.
• 62% of agency executives want more training on the benefits of programmatic OOH.

"Programmatic technology is opening up new possibilities in a traditional media channel. For marketers looking to maximize the value of their advertising budgets, the agility, flexibility and trigger-based decisioning intrinsic to programmatic OOH are crucial," Ben Lin, China CEO at VIOOH, said in the release. "With 94% of executives looking to increase spend on programmatic OOH within the next 18 months, the future for programmatic OOH in Hong Kong is strong."