Advertising agencies in Australia are increasingly turning to programmatic DOOH as almost one-quarter of Australian agencies traded DOOH inventory programmatically for the first time during 2020.
More than 10% of agencies also increased their programmatic investment in an otherwise depressed OOH market, IAB Australia’s Attitudes to Programmatic DOOH Report has found.
“This important new piece of industry research provides very clear guidance from media buyers and advertisers on areas where they would like further education and support from the industry to help with their investment, measurement and assessment of programmatic DOOH activity,” said Gai Le Roy, the chief executive of IAB Australia.
“I have every confidence that the programmatic DOOH market will boom through 2021 and 2022, embracing the benefits of programmatic while also retaining the long-standing agency approach to developing fit for purpose OOH creative for different environments and placements.”
What has the report found?
Flexible buying options, operational efficiency, and enhanced data targeting options are important for agencies for their interest in programmatic DOOH. They also reported the self-reported cross-channel planning potential as critical.
Agencies and advertisers are calling out for education to gain a better understanding of the programmatic DOOH offering and mechanics to have better measurement and tracking.
The report also found that agencies are still working out where programmatic DOOH fits internally in their planning and buying with just 37% using the same team to place and buy OOH and programmatic DOOH and almost half of programmatic DOOH decision marketers planning and buying independently of other media.
The report predicts the industry will see greater creative experimentation in 2022 and beyond 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%).