IAB Australia and the Outdoor Media Association (OMA) are collaborating to curate Powering DOOH 2023. The one-day conference which will be held on 30 March 2023, will present practical content and high-level and strategic planning sessions around Programmatic OOH.
What is the the purpose of the conference?
Gai Le Roy, Chief Executive Officer IAB said, “Our Attitudes to DOOH research released this year found that 83% of agencies have used Programmatic and 48% are considering it.”
“Yet there continues to be large gaps in the market in terms of education and best practice for planning effective campaigns. We are excited to partner with the OMA to curate the most essential content to fill this gap and show the massive potential of programmatic OOH.”
Charmaine Moldrich, Chief Executive Officer OMA said, “With our updated MOVE 1.5 which launched this year offering digital measurement, we have made it easier to plan and buy effective DOOH campaigns. We are also building an industry standard Impression Multiplier for Programmatic DOOH, as well as introducing standards that all our members will adhere to.”
“For us, the natural next step is to bring this all to light and educate the market on the efficacy and efficiency Programmatic DOOH brings. Given IAB’s leadership and expertise in the digital space it makes working with them to deliver Powering DOOH 2023 an obvious choice.”
Programmatic buying of OOH enhances any campaigns reach, targeting audiences engaged in the real world. Programmatic DOOH delivers highly visible campaigns at scale, reaching audiences in a receptive mindset. The OMA reports that Out of Home (OOH) revenue has rebounded in Q3 2022 to near pre-pandemic levels. Digital OOH revenue accounts for 62.5% of total revenue, having grown rapidly over the last five years from just 47.3% in 2017.