Sydney, Australia – Australian ad executives believe that the future of advertising is in out-of-home (OOH)’s inclusion in programmatic multi-channel campaigns and increased investment in digital out-of-home (DOOH) expertise, as 82% of local industry executives plan to integrate programmatic OOH more closely into multi-channel campaigns. This is according to the latest data from DOOH marketplace VIOOH.
The data also notes that 85% of Australian executives plan to invest in programmatic OOH expertise.
In regards to planning and buying DOOH media, 37% of Australian agency executives have planned programmatic digital out-of-home (prDOOH) alongside other digital programmatic campaigns, and 56% have planned it alongside other OOH activity, reflecting a variety of approaches. When it comes to buying, this responsibility in media agencies shifts towards dedicated prDOOH teams (66% of respondents), although there are still overlaps with digital programmatic teams (48% of respondents) and the OOH teams (44% of respondents).
“VIOOH’s new ‘State of the Nation’ report gives further proof that programmatic is the accelerator for DOOH growth, allowing it to be truly integrated into multi-channel campaigns for the first time. Increasing numbers of advertising executives are drawn to the versatility and value that programmatic DOOH offers, and state that they won’t go back to more traditional ways of buying OOH,” said Jean-Christophe Conti, chief executive officer at VIOOH.
Around 81% of Australian executives say that a key thing to their job is the ability to measure campaign performance across multiple digital channels including programmatic OOH. Furthermore, 76% of Australian executives stated that the ability to use dynamic creative is an important factor in determining their investment in prDOOH.
Meanwhile, 77% of Australian executives have identified that trigger-based buying, such as reacting to events, news, promotions, moments in time, locations, audiences as they move, weather and environmental conditions, are an important driver for investment in programmatic OOH.
Around 86% of agency respondents and 81% of advertiser respondents in Australia see programmatic OOH as a great way to reach a broadcast audience, while 82% of agency execs and 82% of advertisers agree that programmatic OOH provides innovative ways to target consumers.
On the brand side, most Australian creative executives from both agency and advertising (68%) believe that prDOOH is a great way to build brand awareness. On the performance side, meanwhile, the said executives also see it as a great way to drive response with about 69% of them.
“The report also shows that buying responsibilities are being spread across digital programmatic and OOH teams, supporting this shift towards programmatic DOOH. Agencies and advertisers therefore need to establish clear strategies for prDOOH, build expertise to address any knowledge gaps and help create best practices to integrate prDOOH into more multi-channel campaigns,” added Conti.
