Almost one-quarter of Australian agencies traded digital out-of-home (DOOH) inventory during 2020, a third are getting into programmatic digital out-of-home and greater creative experimentation is on its way in FY22 and beyond, the IAB reports.
The latest figures come as the Outdoor Media Association also reports a triple-digit increase in net media revenue across the category to $203.3 million for Q2, 2021, with DOOH picking up the lion’s share.
According to a new Interactive Advertising Bureau (IAB) of Australia report released this week, Attitudes to Programmatic DOOH, advertising agencies continued to embrace both DOOH and programmatic digital out-of-home (pDOOH) despite depressed market conditions across the category during the height of the Covid-19 pandemic in 2020. The report is based on a survey of 183 buyers and advertising undertaken in May 2021.
One-quarter of agencies said they traded digital out-of-home inventory for the first time during 2020, and another 10 per cent increased programmatic investment. Across the group, 73 per cent are using traditional out-of-home regularly, 59 per cent are using digital out-of-home regularly and 34 per cent are trading programmatic digital out-of-home regularly.
Decision factors driving pDOOH adoption include flexible buying options (nominated by 59 per cent of respondents), operational efficiency (58 per cent) and enhanced data targeting options (58 per cent). Self-reported cross-channel planning potential is another positive for more than half of those surveyed.
The IAB report also found greater experimentation is expected in FY22, with a range of agencies intending to use other formats for the first time. Top of the list is HTML (40 per cent), followed by video (37 per cent) and dynamic creative (36 per cent).
However, agencies are still working out where pDOOH fits internally in their planning and buying. The report showed 37 per cent are using the same team to place and buy OOH and pDOOH, and almost half of pDOOH decision makers are planning and buying independently of other media.
IAB Australia chair of the DOOH Working Group and Broadsign sales director, Ben Allman, said the first piece of research to come out of the working group was about pinpointing where industry effort is required to maximise investment in the space.
“There has been plenty of chatter regarding the willingness of brands and agencies to embrace the programmatic buying of DOOH and the findings of the report confirm this,” he said. “Overwhelmingly, brands and agencies are telling us that there is still a lack of understanding when it comes to pDOOH. The Working Group is committed to improving education and we have a number of exciting resources and initiatives which will launch later this year.”