DOOH Advertising

Programmatic screen count up 15%, digital signage grows across pDOOH

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March 1, 2023

Place Exchange, a supply side platform for programmatic out-of-home media, has released its "H2 2022 Programmatic OOH Trends Report," which it shared directly with Digital Signage Today. We reached out to Place Exchange for a comment on the report.

"It's exciting to see the continued growth and evolution of programmatic OOH, driven by the flexibility, targeting and measurement benefits that come with programmatic buying," Lynda Liu, head of marketing at Place Exchange, said via email. "In the latest Place Exchange Trends Report, we share programmatic OOH spending patterns across advertiser verticals, shifts in spend distribution by asset categories, creative format trends by video and display and more."

Notably for digital signage, the report states: "From H1 2022 to H2 2022, overall programmatic screen count grew by 15%, driven by new screens in entertainment venues, health venues, office and residential buildings, retail locations, and transit hubs."

The report also highlights video duration trends. "The most common video ad duration is 15 seconds, representing just over three fourths of all spend. However, H2 2022, saw a material increase in shorter video ad durations, including 10-, eight-, and six-second ads."

Report highlights include:

• From H1 2022 to H2 2022, the top four programmatic OOH advertising categories remained the same (food/drink, health/fitness, personal finance and tech/computing) and accounted for just over half of spend.
  • The fastest growing categories in dollar terms were shopping, personal finance, careers, food/drink, arts/entertainment, and health/fitness.
• Billboards continue to be the largest single asset category by spend, but with increasing screen counts, other formats (notably place-based screens/TVs, display panels and kiosks) have grown to represent a significant portion of overall programmatic OOH spend.
• The average CPM for programmatic OOH inventory decreased slightly from $7.46 in H1 2022 to $7.17 in H2 2022.
• Video continues to represent a sizeable portion of spending, at roughly 40% of programmatic OOH spend on video-enabled screens.
• While programmatic OOH supports a wide variety of creative formats, the majority of spending is concentrated in a few formats:
  • Over 75% of programmatic Video OOH ads are 15 seconds in length, though shorter video durations are gaining in share.
  • Over 80% of programmatic OOH display spend on static display creatives is attributed to the top three ad sizes (WxH): 1400x400, 1920x1080, 1080x1920.