Staff Reporters
Jul 7, 2021

Australian agencies experiment with programmatic DOOH

TOP OF THE CHARTS: IAB Australia’s inaugural report studying attitudes to programmatic DOOH reveals strong experimentation within the channel, with a lack of understanding holding back regular usage.

Australian agencies experiment with programmatic DOOH

See full-size chart

Source: 'Attitudes to Programmatic DOOH Report' from IAB Australia

Methodology: Results are based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.

More from this source:

  • Around one-third (34%) of agencies in Australia use programmatic digital out of home (pDOOH) regularly, compared with 59% for DOOH and 73% for static/traditional OOH.
  • But almost one quarter of agencies said they traded DOOH inventory programmatically for the first time during 2020. A further 10% of agencies increased their programmatic investment in an otherwise depressed OOH market.
  • The agencies named flexible buying options, operational efficiency, and enhanced data targeting options as the key drivers for their interest in pDOOH but also self-reported cross-channel planning potential as critical.
  • The sector is expected to witness greater creative experimentation in the next year as advertisers start to expand their creative suite beyond static executions, with a range of agencies intending to use other formats for the first time (HTML 40%, video 37% and dynamic creative 36%).
  • Agencies are still working out where pDOOH fits internally in their planning and buying with just 37% using the same team to place and buy OOH and pDOOH and almost half of pDOOH decision marketers planning and buying independently of other media.
This article is filed under...
Top of the Charts: Key data at a glance

 

Related Articles

Just Published

2 hours ago

40 Under 40 2022: Nobuhiro Arai, TBWA Hakuhodo

Given the length, breadth and depth of his work and his capabilities as a leader, it is surprising that Arai is not even 40.

2 hours ago

40 Under 40 2022: Sian Whitnall, OMD

While achieving business milestones, this people-centric leader devotes equal time and effort on employee-satisfaction and elevating the next generation.

2 hours ago

40 Under 40 2022: Suzzane Zhang, McCann Worldgroup

Zhang deftly developed a strategic advisory and consulting offering that has led to lucrative rewards for McCann and high client satisfaction scores.