Programmatic DOOH gains traction amongst advertising organisations

Gai Le Roy, Chief Executive Officer at IAB Australia
Gai Le Roy, Chief Executive Officer at IAB Australia

Australian advertising agencies are continuing to embrace programmatic digital out of home advertising (pDOOH), with 83% of agencies having used pDOOH and 48% at least regularly considering it according to the Attitudes to DOOH 2022 Report by IAB Australia at AdTECH:OOH. The Report is based on a survey of 530 advertising professionals across agencies, brands and ad tech suppliers in the Australian market conducted in July 2022.

Why is pDOOH becoming a household for agencies?

Data and targeting were the key driver of programmatic digital out of home advertising usage this year, with flexible buying options, which was the number one last year, dropping to the number two as COVID induced campaign uncertainty and changes has decreased.

Impacting brand awareness remained the dominant objective for programmatic digital out of home advertising, however there has been an increase in the use of digital out of home advertising for direct response activities compared to last year (up from 17% to 30%).

The research report also found that there is greater integration of planning and buying programmatic digital out of home advertising (pDOOH) with other formats this year, with the majority of respondents at least sometimes planning and buying programmatic DOOH collaboratively with digital video or digital display, or all programmatic formats together.

The return to near pre-pandemic levels of consumer mobility has given many advertising agencies confidence to increase usage of roadside and transport formats, with the Report finding that the greatest increase in usage of over the last year is for health venues.

What were the executives’ thoughts on the findings?

Commenting on the study findings, Gai Le Roy, Chief Executive Officer of IAB Australia said: “While we know that the percentage of DOOH inventory being bought programmatically is still a small part of the market, it is growing rapidly and the results of the Attitudes to DOOH report reveal a large part of the agency market is now considering this option regularly.”

“We are seeing less programmatic digital home inventory being planned in isolation to other digital inventory options, even though there as some different considerations for OOH inventory compared to other digital inventory options. This holistic planning will assist in a well-rounded approach for clients and continue to bring in new clients into the OOH channel.”

Ben Allman, Chair of the IAB Australia DOOH Working Group and APAC Sales Director at Broadsign said: “The incredible number of responses to the survey, not only from agencies but brands as well, is a testament to the level of buy-side interest in this evolving space.”

“The findings provide a detailed insight into the current state of programmatic digital out of home advertising (pDOOH) in Australia and will be used by the IAB’s DOOH Working Group to determine where we should be focusing our efforts over the coming 12 months,” Ben said.

The Attitudes to DOOH 2022 Report was first launched in 2021 to help the industry understand the use of pDOOH media trading in Australia, exploring the needs of the market as well as opportunities and barriers for advertisers, agencies, media owners and tech firms.

The 2022 survey had a greater proportion of respondents from mainstream agencies and a greater spread of respondents across agency roles. The IAB DOOH Working Group member firms include: Amobee, Bench, Broadsign, Esssence, Google, GroupM, Hearts & Science, Hivestack, JCDecaux, MiQ, OIS, oOH!, OMA, QMS, Seedooh, Shopper Media Group, The Trade Desk, Tonic Media Network, Val Morgan Outdoor, Veridooh, Yahoo! And Vistar Media.