More education and experience is needed to supercharge the usage of programmatic DOOH according to new research released today by IAB Australia. Attitudes to DOOH Advertising, which seeks to understand the state of play for all digital out of home media trading in Australia, found that 82% of agency respondents used digital OOH as a significant or regularly considered part of their advertising activity in 2024 (up from 69% in 2022). By contrast 52% used programmatic DOOH as a significant or regularly considered part of their advertising activity, up slightly from 48% in 2022.
IAB Australia and the Outdoor Media Association (OMA) have announced they are collaborating to curate Powering DOOH 2023. The one-day conference which will be held on 30 March 2023, will present technical and practical content as well as high-level and strategic planning sessions around Programmatic OOH in Australia.
Australian advertising agencies have embraced Programmatic DOOH (pDOOH), with almost one quarter of Australian agencies trading DOOH inventory programmatically for the first time during 2020 and a further 10% of agencies increasing their programmatic investment in an otherwise depressed OOH market. The results, which come from IAB Australia’s inaugural Attitudes to Programmatic DOOH Report, are based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.
