1、State of the Nation 2022Australia white State of the Nationpartnered with research partnerProgrammatic DOOH 2022Australia white State of the Nation 2022Australia white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic D

2、OOH as part of the programmatic omni-channel media mix Full funnel activation03 Definingthenewlandscape(WhatisnextforprogrammaticDOOH?)Expected demand for programmatic DOOH In-house investment 04 Overcomingbarrierstoadoption More widespread understanding of programmatic DOOH Measurement and case stu

3、dies Precision targeting and real-time audience data05 SummaryCState of the Nation 2022Australia white paper3InJune2022,VIOOHpartneredwithMTMtosurvey1,000agencyandadvertisingexecutivesacrossAustralia,theUS,UK,GermanyandFranceontheirperceptionsofprogrammaticdigitalout-of-home(DOOH),theirapproachestop

4、lanningandbuying,comparisonstoothermedia,andthefuture ofprogrammaticDOOH.In Australia,growth in programmatic DOOH over the last 12 months has been driven,in part,by a widespread preference for agility in campaign strategy and execution as a result of the COVID-19 pandemic.Recognising that buying DOO

5、H programmatically enables flexibility to respond to changing consumer behaviour and contexts,demand for programmatic DOOH has increased from advertisers across all sectors,with Australian media executives reporting increases in both the number of advertisers investing in the channel,and the amount

6、of budget invested.Australian media executives identify the ability to employ a wealth of different data sources to target consumers at a granular level as a key driver in the growth of programmatic DOOH,in line with global executives.Many are excited about the prospect of overlaying real-time audie

7、nce data to target consumers and optimise campaigns and believe that the ability to do this across campaigns will prompt further growth in the channel.Mirroring sentiments shared by executives globally,Australian media executives have affirmed the value of programmatic DOOHs hybridity as both a broa

8、dcast and a direct response channel,using it to drive results in both performance and brand focused campaigns.Furthermore,Australian media executives have expressed keenness to take advantage of the dynamic creative opportunities enabled by programmatic DOOH,with many excited to engage with audience

9、s in creative and meaningful ways.Opting for an omni-channel approach to planning and buying campaigns is now standard practice for many.As such,programmatic DOOH is frequently bought alongside other channels,with social media and digital video the most popular channels to pair it with,according to

10、Australian media executives.Within this context,Australian media executives have pointed to the importance of robust,unified measurement solutions in articulating the value of programmatic DOOH,and isolating its effect within multi-channel campaigns.Similarly,the provision of case studies with clear

11、,measurable outcomes will help Australian advertisers communicate the benefits of programmatic DOOH to clients and colleagues.Despite challenges,demand is expected to continue to grow over the next 12 months,with more campaigns in Australia expected to include programmatic DOOH and Australian media

12、executives planning to increase investment.Moving forward,executives plan to continue investing in in-house programmatic DOOH expertise,focusing on upskilling and educating programmatic,OOH and cross-channel planning desks to increase programmatic DOOHs presence on plans.EState of the Nation 2022Aus

13、tralia white paper4Programmaticdigitalout-of-home(programmaticDOOH)hascausedquiteasplashintheworldofout-of-homeadvertising.Whilsttheadventofprogrammaticbuying(technology-enabledautomatedtransactionsofadinventory)withindigitaladvertisingdatesbackacoupleofdecades,thetechnologicalcapabilitiesofprogramm

14、aticthatenablesadvertiserstoscaleandpreciselytargetspecificaudiences,andoptimisecampaignsinreal-time,wereonlyextendedtoout-of-homeinmorerecentyears.Since then,advertisers have been increasingly open to taking advantage of the benefits that programmatically-enabled OOH provides,enjoying greater flexi

15、bility in campaign execution and the ability to target relevant audiences at key moments to drive sales outcomes.However there remains scope for further growth in the channel.This white paper,based on an extensive survey of media executives across five of the largest markets globally,looks at the Au

16、stralian market specifically and in comparison to global averages.It discusses some of the big questions for programmatic DOOH for today and in the future:How comfortable and knowledgeable are digital and OOH media professionals on programmatic DOOH and its benefits?How will investment levels change

17、 for this channel in the future?What barriers need to be overcome to facilitate further adoption and growth?VIOOH partnered with MTM to survey 1000 media executives from media agencies and brands across Australia,the UK,USA,Germany and France to understand the industrys perceptions of programmatic D

18、OOH,and how it contributes to omni-channel strategies.This multi-market approach,gathering opinions from across the industry,provides an unparalleled perspective at global and local levels to understand the State of the Nation of programmatic DOOH.IState of the Nation 2022Australia white paper5Disti

19、nctly uniqueProgrammatic DOOH:WhilstprogrammaticDOOHiscloselyrelatedtodirectorautomatedDOOH,thereareseveralkeypointsofdifferencethatseparatethetwo.Direct DOOH is pre-planned,and bought in advance of activation via media owners,agencies,and OOH specialists.When a direct DOOH campaign is bought,a time

20、 frame for the campaign is agreed and set,and specific days and times to display the nominated creative are outlined.Media owner,first party client or agency data is employed to define and target desired audiences,and advertisers and agencies work with the OOH media owner directly to manually align

21、their DOOH audiences and activity with other digital channels on the plan.Following the conclusion of a DOOH campaign,brands and agencies can look at the impact on their branding and sales metrics,as well as measuring footfall.Conversely,programmatic DOOH inventory is bought in real-time or near rea

22、l-time through demand side platforms(DSPs)that facilitate ad exchanges via private marketplaces(PMPs)or Open Exchanges using open real-time bidding(RTB).Unlike DOOH,programmatic DOOH does not require upfront commitments or predefined schedules,enabling advertisers to buy inventory in real-time,and o

23、ptimise campaigns in-flight.Brands and agencies can use a range of data sources,including third party data,to inform activation and targeting of campaigns,and a single buy-side platform(DSP)for multiple digital channels enables automated targeting and optimisation across touchpoints with minimal was

24、tage.Additionally,trigger-based targeting and activation allows brands to ensure maximum relevance of creative,by optimising for triggers which are contextual(location,weather,time,presence of audience)and/or non-contextual(promotions,sales data,major events).Additionally,advertisers dont have to si

25、t and wait to review the campaign performance.Near real-time reporting permits advertisers to observe which locations are performing the best or worst,and optimise their campaign by moving spend to locations that are performing State of the Nation 2022Australia white paper6Current adoption of progra

26、mmatic DOOHAppetiteanddemandforbuyingdigitalOOHprogrammaticallyhasmarkedlyincreasedoverthelastfewyears.Itsnosecretthatthetechnicalcapabilitiesofthechannelhaveevolvedsignificantlysinceitsinception.Today,advertiserscanoverlayawealthofdatasourcestotargetaudienceswithlaserprecision.This,coupledwiththefl

27、exibilitythatprogrammaticdigitalOOHofferstooptimisecampaignsin-flight,hasaffordedadvertisersgreateropportunitiestoaccessrelevantaudiencesintherightplaceandattherighttime.As outlined in our previous State of the Nation reports,the COVID pandemic that characterised 2020 and 2021 prompted an uptick in

28、adoption of programmatic DOOH.Major shifts in audience behaviour forced advertisers to re-evaluate campaign execution strategies,ditching set-in-stone pre-bought campaigns in favour of more flexible means of activation(e.g.programmatic activation).The State Of PState of the Nation 2022Australia whit

29、e paper7“Asachannel,itsgrownmassively,andthebudgetsaregrowingyearonyear.Weareseeingarealappetitefordoingtraditionalmediathroughdigital,programmaticpipes”Sam Buchanan CEO,IndependentMediaAgenciesAustralia“Wearegettingmoreandmoreinterestfromclientsthathaveneverdoneout-of-homebefore,becausea)wecanmeasu

30、rethesamewayaswedoindigitalintermsofaudiencesandb)buyingfromDSPsmeanswecanoffermoregranularitywithreporting.Lowbarrierstoentryalwaysopenupalotofopportunities,forclientsthatwanttotestandlearn”JamesLambert HeadofSightline,GroupMAustralia“Whilst the day-to-day effects of the pandemic are largely over,a

31、dvertisers have become accustomed to agility in campaign strategy and execution,and greatly value the ability that programmatic buying affords to quickly respond to changing consumer behaviour and reach audiences where they are.Inthelast18months,nearlyhalf(49%)ofcampaignsinAustralia(+2%ptsvs.2021)ha

32、veincludedprogrammaticDOOH(vs51%globally).In addition,low barriers to entry(relative to its traditional counterpart)means that a significant number of advertisers who have not previously spent on OOH are now taking a test-and-learn approach with programmatic DOOH,reaping the benefits of its hybrid b

33、roadcast/digital nature(i.e.,public-facing screens with the flexibility and granularity of digital).49%OF AUSTRALIAN CAMPAIGNS IN THE LAST 18 MONTHS HAVE INCLUDED PROGRAMMATIC DOOHThe tech capabilities of programmatic DOOH,relatively low entry investment,ability to pivot quickly and being more data

34、and audience led are strong draws for clients“State of the Nation 2022Australia white paper81Which of the following media have you planned,placed or bought in the last 12 months?/Which of the following media are you intending to plan,place or buy in the next 12 months?NB.In previous iterations of th

35、is report,we asked only about DOOH in general,but this year we have asked media professionals about programmatic DOOH specifically.Have planned,bought or placed in past 12 monthsIntending to buy,plan,place in next 12 monthsInterest in programmatic DOOH is coming from advertisers across all sectors,a

36、lthough it is particularly popular in sectors where contextual or location-based messaging is most relevant(e.g.auto,FMCG/CPG,retail,tourism).Demand is expected to continue to grow over the next 12 months.When we asked Australian media professionals about which media they are intending to place/plan

37、 or buy in the coming year,programmatic DOOH was one of the few media types selected where executives believe they are likely to increase investment.59%saidtheyhaveplanned,boughtorplacedDOOHprogrammaticallyinthelast12months(vs46%globally),andthisissettoincreaseto60%inthenextyear(vs48%globally).“Itsa

38、greatopportunityforclientstospendinOOHforthefirsttime,orforlapsedspenderstoreinvestinOOH.ThetechcapabilitiesofprogrammaticDOOH,relativelylowentryinvestment,abilitytopivotquicklyandbeingmoredataandaudienceledarestrongdrawsforclients”JamesLambert HeadofSightline,GroupMAustralia“69%68%62%55%51%54%37%36

39、%62%55%55%50%59%60%37%39%45%53%12%7%37%37%27%26%10%11%22%21%Social mediaDigital video advertisingDigital audioDisplayDigital OOHIn-app advertisingProgrammatic DOOHNEW CATEGORY ADDED FOR 2022MobileBroadcast TVPrintSearchTraditional OOHRadioConnected TVNotes:Considering all media types we selected les

40、s than in 2021,we recommend focussing only on 2022 data and that PDOOH show growth opportunity in next 12 months while other media types show stability or likely decrease in investments1)Social media includes Facebook,Instagram,Twitter etc.2)Digital audio includes streaming audio,streaming and podca

41、sts 3)Search includes pay-per-click 4)Display excludes social media 5)Mobile excludes in-app advertising 5)Broadcast TV excludes TV advertising served via the internet Source:A8.which of the following media have you planned,bought or placed in the last 12 months?A9.Which of the following media are y

42、ou planning to,or open to advertising for in the next 12 months?Base size all respondents(202)State of the Nation 2022Australia white paper9Whilst some advertisers are converting existing traditional and DOOH budgets to buy programmatic DOOH,there is also significant growth coming from new budgets,a

43、nd from other digital and traditional channels.39%ofAustralianmediaprofessionalssaytheyhaveaddednewbudgetstoprogrammaticDOOH(vs37%globally),10%havemovedbudgetfromothertraditionalchannels(vs21%globally)and14%haveutilisedexistingdigitalbudgets(vs21%globally).2If budget is going to be increased for pro

44、grammatic digital out-of-home,where is this budget being moved from?Notes:Source C4.1 If Budget is going to be increasing for programmatic digital out-of-hme,where is this budget being moved from?Base size:all increasing PDOOH or DOOH(200);agency(96);advertiser(104)46%TRADITIONAL OOH 39%NEW BUDGET A

45、DDED 14%OTHER DIGITAL CHANNELS10%OTHER TRADITIONAL CHANNELSState of the Nation 2022Australia white paper10Drivers of programmatic DOOH adoptionProgrammaticDOOHdeliversarangeofbenefits foradvertisers.Buying OOH programmatically adds a layer of agility to campaigns that cannot be delivered through tra

46、ditional OOH.For example,advertisers can reduce wastage and maximise campaign effectiveness by harnessing trigger-based buying to quickly react to what is happening in the outside world in real-time.Furthermore,the ability to trigger or target based on contextual data(e.g.weather,location,demographi

47、c of people who live/work nearby)provides brands with certainty that their messaging will have maximum contextual relevance to deliver results.26%ofmediaexecutivesinAustraliabelievethatthisefficiencyisasignificantstrengthofprogrammaticDOOH,rankingitasthetopreason(#1 in Australia vs joint#2 globally)

48、for increasing spend in the channel over the next 18 months.More broadly,the ability to overlay a variety of different data sources to inform activation(e.g.contextual data,mobile data,audience data,sales data,availability of merchandise stock)enables programmatic DOOH to target consumers at a hyper

49、-granular level.Advertisers recognise this as a key driver in the growth of programmatic DOOH,with aquarterofAustralianexecutives(25%)selectingprecisiontargetingasanimportantfactor(rankedjoint#2)State of the Nation 2022Australia white paper11Finally,advertisers greatly value the duality of programma

50、tic DOOH to be both a broadcast and a direct response channel,as required.25%ofexecutivesinAustraliabelievethatthishybriditywillbeoneoftheprimaryreasons(rankedjoint#2)thatspendincreasesinthechannelinthenear-term.3You mentioned that you were looking to increase spend for the following in the next 18

51、months,what are the main reasons for this growth?“Flexibility,speed,agility,optimisation,andmoremeasurableoutcomes.Itseasiertosolvebusinesschallengesbecausewecanintegratewithanomni-channelapproach”JamesLambert HeadofSightline,GroupMAustralia“Dynamicadvertisingandhypertargetingwillcontinuetogrow atad

52、ramaticrate”Sam Buchanan CEO,IndependentMediaAgenciesAustralia“26%Further value from the efficiency and effectiveness of transactions25%It becomes a broadcast and direct response channel25%Precision,eg.targeting certain frames,locations,audiences,performance metrics or using triggers25%Dynamic creat

53、ive optimisation24%Flexibility e.g.fluidity of budgets and easy planningNotesPrecision means targeting certain frames,locations,audiences,performance metrics or using triggersSource:C4.You mentioned that you were looking to increase spend for the following in the next 18 months,what are the main rea

54、sons for this growth?Base size:all who place PDOOH(200)State of the Nation 2022Australia white paper12Moreover,advancements in the technical capabilities of programmatic DOOH continue to deliver new and innovative opportunities for advertisers to reach and engage with audiences.For example,advertise

55、rs are taking advantage of the ability to use dynamic creative(e.g.3-D,video,etc.)to deliver relevant messages in real-time and engage with audiences in creative and meaningful ways.Asaresult,itsnosurprisethatexecutivesin AustraliacontinuetoselectDOOH(54%)andprogrammaticDOOH(46%)astwoofthetopfourmed

56、iatypesdevelopingthemostinnovativeopportunitiesforadvertisers.Notes:1)Social media includes Facebook,Instagram,Twitter etc.2)Digital audio includes streaming audio,streaming and podcasts 3)Search includes pay-per-click 4)Display excludes social media 5)Mobile excludes in-app advertising 5)Broadcast

57、TV excludes TV advertising served via the internet 6)%refers to YOY changeSource B7.Which of these media are developing the most innovative opportunities for advertisers?Base size all respondents(202)Social mediaDigital video advertisingDigital audioIn-app advertisingSearchProgrammatic DOOHBroadcast

58、 TVMobileDisplayPrintTraditional OOHRadio54%54%46%46%43%7th in 202143%32%30%10th in 202128%11th in 202120%9th in 20216%5%4Which of these media are developing the most innovative opportunities for advertisers?NB.In previous iterations of this report,we asked only about DOOH in general,but this year w

59、e have asked media professionals about programmatic DOOH specifically.Digital OOHFlexibility,speed,agility,optimisation.We can integrate with an omni-channel approach“37%5tth in 202116%Connected TVState of the Nation 2022Australia white paper13Bought by dedicated programmatic Out-of-Home teamBought

60、by digital/programmatic teamBought by Out-of-Home teamNotesSource:C3.How has the programmatic Out-of-Home advertising you have placed/planned or bought in the last 12 months typically been bought?Base size:all who place PDOOH total(97),agency(50),advertiser(47)Bought by Managed Service DSP teamTotal

61、Media agencyAdvertiser71%70%72%55%64%48%33%32%33%17%15%19%+14%pts vs 2021+4%pts vs 2021+24%pts vs 2021No change pts vs 2021+16%pts vs 2021-14%pts vs 2021-6%pts vs 2021-12%pts vs 2021-1%pts vs 20215How has the programmatic Out-of-Home advertising you have placed/planned or bought in the last 12 month

62、s typically been bought?Today,itisstandardpracticeforadvertiserstotakeanomni-channelapproachwhenplanningandbuyingprogrammaticcampaigns,andthisisnowextending toincludedigitalout-of-home.Buying programmatic DOOH alongside other programmatic channels delivers a range of benefits to advertisers.An integ

63、rated,omni-channel approach provides advertisers with access to the same audience across multiple touchpoints,enabling them to reinforce campaign messaging and build frequency.In the same way,a single view of a campaign enables advertisers to manage frequency capping,as they are able to monitor camp

64、aign exposure and turn on/off different channel activations as needed.This shift towards an omni channel strategy is reflected in the teams that are buying programmatic DOOH.This year agency executives in Australia are reporting a decreaseinbuyingthroughOOHteams(-12%pts)andanincreaseinbuyingthroughd

65、igital/programmaticteams(+16%pts).Programmatic DOOH as part of the omni-channel media State of the Nation 2022Australia white paper14As such,channels that can be bought programmatically remain the most popular channels to run alongside programmatic DOOH.In line with executives globally,Australian ex

66、ecutives have selected socialmediaasthemostlikelypairingforbothperformance(64%inAustraliavs56%globally)andbrand-ledcampaigns(52%inAustraliavs51%globally),closelyfollowed bydigitalvideoadvertising.6Thinking about performance/brand-led campaigns,which channels would you consider running programmatic D

67、OOH alongside?52%49%47%49%47%38%32%28%29%25%18%5%4%64%50%50%41%41%39%28%31%30%19%18%7%5%Notes:1)Social media includes Facebook,Instagram,Twitter etc.2)Digital audio includes streaming audio,streaming and podcasts 3)Search includes pay-per-click 4)Display excludes social media 5)Mobile excludes in-ap

68、p advertising 5)Broadcast TV excludes TV advertising served via the internet 6)%refers to YOY changeSource:01/02 Thinking about performance/brand-led campaigns which channels would you consider running programmatic DOOH alongside?Base size:all respondents(202)Social mediaDigital video advertising In

69、-app advertisingDigital OOHDigital audio Broadcast TV Search Display Mobile Traditional OOHConnected TV Radio Print 111213BrandPerformance“WesellprogrammaticDOOHinordertohaveanomni-channelexperience.SotypicallyitsalongsideCTV,mobile,anddisplay”JamesLambert HeadofSightline,GroupMAustralia“

70、State of the Nation 2022Australia white paper159%8%10%Demonstrating the importance of an omni-channel strategy,71%of Australian media professionals make the decision to include programmatic DOOH during the early stages of the campaign planning and activation process,with 18%decidingtoincludeitduring

71、thecampaignideation/strategizingphase(vs25%globally),and53%whileplanningthemediaandallocationofbudgets(vs49%globally).7While planning a campaign,when in the media planning process is the decision to include programmatic digital out-of-home typically happening?TotalMedia agencyAdvertiser18%15%20%Whil

72、e deciding overall campaign strategy and objectives53%51%56%While planning the media and allocating the budget20%26%14%While buying the media andactivating the campaignWhile analysing and optimising campaign performanceNotesSource:C8.While planning a campaign,when in the media planning process is th

73、e decision to include programmatic digital out-of-home typically happening?Base size:all respondents(202)agency(98)advertiser(104)“WehaveateamofOOHandprogrammaticexpertsworkingtogether.Priortothat,programmaticDOOHsatmorewiththetraditionalOOHteam,butthegoalforprogrammaticDOOHspecialistsistogetinvolve

74、dmoreinthestrategyandplanninglayerwithintheagencybeforeitgetstotheinvestmentteams,thatwaywecanreallyunderstandwhereitfits,andtheopportunityfortheclient”JamesLambert HeadofSightline,GroupMAustralia“71%OF AUSTRALIAN MEDIA PROFESSIONALS INCLUDE PROGRAMMATIC DOOH DURING THE EARLY STAGES OF CAMPAIGN PLAN

75、NING State of the Nation 2022Australia white paper16Full funnel activationAdvertisersuseprogrammaticDOOHforbothbrandandperformanceobjectives,dependingonthespecificgoalsandrequirementsofeachindividualcampaign.Programmatic is generally considered to have broadened DOOHs appeal as a hybrid medium,combi

76、ning the mass-reach of broadcast-conducive to branding and upper funnel activities-with data-driven dynamism,synonymous with digital performance marketing and lower funnel conversions.“Wetakeanaudience-ledapproach;somearemorebrandfocused clients,somemightneedmoreflexibility.Thereisanelementof bothpe

77、rformance,andbrandin thischannel”JamesLambert HeadofSightline,GroupMAustralia“TypicallyprogrammaticDOOHis forbrandingcampaigns,butiftheadisoutsideasupermarket,itwillbeacall-to-actioncampaign”Sam Buchanan CEO,IndependentMediaAgenciesAustralia“State of the Nation 2022Australia white paper17We take an

78、audience led approach;some are more brand focused clients,some might need more flexibility“Whilst allocation of performance and brand spend on programmatic DOOH is done on a case-by-case basis,more broadly,advertising budgets currently skew towards performance spend in Australia and globally(65%in A

79、ustralia vs 59%globally).Thisisexpectedtocontinueinto2023,withperformancefocusedcampaignspredictedtotakethelionsshareofbudgetinAustralia(73%)andglobally(63%),perhaps unsurprisingly given current uncertainties around the broader economic outlook.8What percentage breakdown is your performance vs brand

80、ing budgets now/in 18 months time?50%performance Equal 50%brandIn18monthsNow65%OF ADVERTISING BUDGETS CURRENTLY SKEW TOWARDS PERFORMANCE SPEND73%12%15%65%8%-2%ptsvs 2021-7%pts vs 2021-11%pts vs 2021+4%pts vs 202127%+9%pts vs 2021+7%pts vs 2021NotesSource:B3.What percentage breakdown is your performa

81、nce vs branding budget?Base size(1000),Brand What percentage breakdown will there be between your performance vs branding budgets in 18 months time?Base size:all respondents(202)State of the Nation 2022Australia white paper1818Expected demand for programmatic DOOH Asoutlinedabove,demandforprogrammat

82、icDOOHisexpectedtocontinuetogrow.Overhalf(56%)ofcampaignsinAustralia(vs57%globally)areexpectedtoincludeprogrammaticDOOHoverthenext18months,accordingtoAustralianexecutives.Defining thenew landscape 9Proportion of campaigns executives have planned,bought or placed programmatic DOOH in the last/next 18

83、 months?49%Last18months56%Next18monthsNotes:Source:C6.Think of the campaigns youve worked on in the past 18 months,for what proportion have you planned,bought,or placed programmatic DOOH advertising?/C7 Now think of the campaigns youll be working on in the next 18 months,for what proportion do you t

84、hink will you plan,buy,or place programmatic DOOH advertising?Base size:all respondents(202)+2%ptsvs 2021+2%ptsvs State of the Nation 2022Australia white paper19In addition,23%(+9%ptsvs2021)ofexecutivesinAustraliabelievethatadvertisinginvestmentinprogrammaticDOOHwillmorethandouble(101-200%)over the

85、next 18 months(vs 19%globally).10How do you think your advertising investment will change in the next 18 months?0%Digital OOHProgrammatic DOOH0%0%76%74%23%25%-2%vs 2021-8%vs 2021+/-vs 2021-11%vs 2021+9%vs 2021+9%vs 20210%-100%101%-200%Notes:Source:B8.How do you think your advertising investment in t

86、he following media will change in the next 18 months?Base size:all respondents(202)Advertisers appreciate that this growth will come with a steep learning curve for some,and many are planning on investing heavily in the channel in order to go through a period of testing and learning,to evaluate wher

87、e and how the channel can be most effective.23%OF EXECUTIVES IN AUSTRALIA BELIEVE THAT ADVERTISING INVESTMENT IN PROGRAMMATIC DOOH WILL MORE THAN DOUBLE(101-200%)OVER THE NEXT 18 MONTHSState of the Nation 2022Australia white paper20In-house investmentInlinewiththeexpecteddemandoutlinedabove,87%(+2%p

88、tsvs2021)ofmediaexecutivesinAustralia(vs90%globally)saythattheywillinvestinbuildingprogrammaticDOOHexpertisein-houseoverthenext18months,withmanyhopingtogrowprogrammaticDOOHteamsandupskillprogrammaticandOOHdesks.11Thinking about how you expect to place programmatic digital out-of-home advertising in

89、the next 18 months,to what extent do you agree or disagree with the following statement?TotalMedia agencyAdvertiser87%84%89%+2%pts vs 2021+1%pts vs 2021+3%pts vs 2021We will invest in building our programmatic digital Out-of-Home expertiseNotes:Source:C10.Thinking about how you expect to place progr

90、ammatic digital out-of-home advertising in the next 18 months,to what extent do you agree or disagree with the following statement?Base size:all respondents(202)agency(98)advertiser(104)“Weveinvestedinsophisticatedtechnology,anddata,butwewanttopushouruseofthetechcapabilitieseven further to deliver d

91、ynamic contentoptimisation,andwewanttobemoreomni-channelintermsofoursystemsworkingtogether.Wewantittobemoreseamless”JamesLambert HeadofSightline,GroupMAustralia“State of the Nation 2022Australia white paper2121Overcoming barriers to adoption1 More widespread understanding of programmatic DOOH Givent

92、healignmentinplanningandbuyingofprogrammaticDOOHalongsideotherprogrammaticactivity,itisnosurprisethatinvestmentinwidespreadeducationwillunlockfurtherspendinthechannelbyhelpingadvertiserstobetterunderstandthekeybenefitsofprogrammaticDOOHandenablingthem,inturn,tocommunicatethosebenefitstoclientsandtea

93、ms.Central to this education piece is providing information on how to measure the ROI of programmatic DOOH campaigns,and how to attribute programmatic DOOH within an omnichannel campaign.52%of Australianagencyexecutives(vs37%globally)feelthatinformationoncross-channelmeasurementandattribution would

94、help them to better understand the channel,and 42%of Australian advertising executives(vs 42%globally)said that they would like to know more about how to accurately measure the ROI of their programmatic DOOH State of the Nation 2022Australia white paper2212Which,out of the following,would help you l

95、earn more about programmatic DOOH advertising?NB.Unless otherwise indicated,rankings stayed the same as last yearInformation on cross-channel measurement or attributionInformation on how to measure ROI of programmatic DOOHSector-specific insights for programmatic DOOHBest practices for using data fo

96、r activation of programmatic DOOH campaignsTraining on benefits of programmatic DOOHCase studies for programmatic DOOHStandards for programmatic in DOOHClearer understanding of how programmatic in OOH fits within a multi-channel campaignAudience-specific insights for programmatic DOOHTraining on DOO

97、HNotes:Source:D4.Which,out of the following,would help you learn more about programmatic DOOH advertising?Base size:all respondents(202)agency(98)advertiser(104)TotalMedia agencyAdvertiser47%52%41%43%43%42%39%48%31%36%39%34%36%43%29%34%37%32%33%37%30%31%33%30%30%33%27%25%27%24%2nd in 2021

98、5th in 20211st in 20216th in 20218th in 20214th in 20217th in 2021“Educationisimportant,anditsnotjustaboutthetech.DigitalspecialistsandtraditionalOOHspecialistswillhaveadifferentviewonprogrammaticDOOHandwhereitsits,soitsaboutmakingsureeveryonegetsonthesamepageandcollaborates”JamesLambert HeadofSight

99、line,GroupMAustralia“As a sign of the channels evolution,in 2021 media executives in Australia wanted standards in programmatic DOOH to be clearly articulated(ranked#1 in 2021,ranked#6 in 2022)and expressed a desire for training on the benefits of programmatic DOOH(ranked#2 in 2021,ranked#4 in 2022)

100、.However,in2022,executivesinAustraliaseemtobelessconcernedwiththesefoundationalconsiderationsandmorefocusedonensuringthatprogrammaticDOOHiscorrectlyattributedonmulti-channelplans.3rd in State of the Nation 2022Australia white paper23“Themarketisthereandthe appetiteisthere,butagood,sophisticatedattri

101、butionmodel wouldbereallyvaluable”Sam Buchanan CEO,IndependentMediaAgenciesAustralia“2 Measurement and Case Studies TocomplementeducationonthebenefitsofprogrammaticDOOH,advertisersandagencyexecutiveswouldliketoseemediaownersproducingmorecasestudieswithmeasurableresults.Manyfeeltheycoulddoabetterjobo

102、fcommunicatingtheeffectivenessofprogrammaticDOOHtoclientsandcolleaguesiftheyhadasetofwidelyaccepted,robustmetricsandcasestudiesthatcelebratedkeysuccessesas wellasdetailingtheROIachievedandimpactonkeyKPIs.Cross-channel attribution is a pervasive issue across all media types and is not a challenge spe

103、cific to programmatic DOOH.As highlighted in Exhibit 12,47%of Australian media professionals surveyed would like more information on cross-channel measurement and attribution in order to demonstrate programmatic DOOHs impact within an omni-channel State of the Nation 2022Australia white paper243 Pre

104、cision targeting and real-time audience data Thisyear,mediaprofessionalsinAustraliaandgloballyidentifiedtheprovisionofreal-timedata(ranked#1inAustraliaandglobally)askeytoimprovingthevalueof,andboostinginvestmentin,programmaticDOOH.Given Australias relative infancy(compared with the other markets sur

105、veyed)when it comes to programmatic DOOH,it is no surprise that 45%of media executives in Australia would also like to see more cost efficiency from the Australian market,and greater use of the dynamic creative opportunities available through programmatic DOOH(42%).Which of the following would you l

106、ike to see in order to give programmatic digital out-of-home campaigns more value and make you invest more?NB.Unless otherwise indicated,rankings stayed the same as last yearReal-time audience dataMore cost efficiency from the marketDynamic creative/dynamic creative optimisationMore behavioural/visi

107、tation/mobility dataMore tangible metrics around the channel to demonstrate valueMore data to drive direct responsesSituational dataMore options around precision/targeting of the campaigns in the marketVisibility on impact on other digital media channelsMore audience dataProximity dataThird party ad

108、 verification7th in 20216th in 20212nd in 202149%51%47%45%51%39%42%45%39%39%40%38%37%37%38%35%37%34%33%45%21%31%33%30%31%32%30%28%30%27%27%32%23%17%22%12%1112Notes:Source:C6.Which of the following would you like to see in order to give programmatic DOOH campaigns more value and make you i

109、nvest more?Base size all respondents(202)agency(98)advertiser(104)131st in 20214th in 2021TotalMedia agencyAdvertiser3rd in 20215th in State of the Nation 2022Australia white paper25In terms of types of audience data that advertisers perceive to be most valuable,media executives in Australia and glo

110、bally say that shopping behaviour (50%in Australia vs 54%globally)and socio-economic(47%in Australia vs 53%globally)data are the most useful data sets to employ in the targeting of programmatic DOOH campaigns.14Which of the following types of audience data would be most useful in targeting programma

111、tic digital out-of-home campaigns?TotalMedia agencyAdvertiserNotes:Source:C6.1.Which of the following types of audience data would be most useful in targeting programmatic DOOH campaigns?Base size all respondents(202)agency(98)advertiser(104)50%50%50%47%43%51%Socio-economic data45%43%47%Socio-demogr

112、aphic data39%44%35%Product affinities35%38%33%Travel behaviour Shopping behaviour/types“Real-timeaudience datatoenabledynamiccreativeoptimisationismassivelyimportant”JamesLambert HeadofSightline,GroupMAustralia“50%OF AUSTRALIAN MEDIA EXECUTIVES SAY THAT SHOPPING BEHAVIOUR IS THE MOST USEFUL AUDIENCE

113、 TARGETING DATAState of the Nation 2022Australia white paper2626Theresultsofthesesurveysfromover1000mediaexecutivesgloballyareclear,showingthatthefutureforprogrammaticDOOHlooksbright.Withnearlyall(99%)Australianmediaprofessionals(vs94%globally)surveyedsettoretainorincreaseinvestmentinthechannel,dema

114、ndisexpectedtocontinue,andgrow,overthenext18months.In response to the predicted surge in demand from clients across all sectors,Australian media executives will continue to invest in building in-house programmatic DOOH expertise,focusing on educating programmatic,OOH and cross-media planning teams o

115、n the advantages of programmatic DOOH so that benefits can be clearly communicated to clients.Whilst the COVID-19 pandemic proved the value of the agility that programmatic DOOH offers,many Australian advertisers have continued to take advantage of this flexibility post-pandemic.Furthermore,the abil

116、ity to pivot and switch on/off programmatic DOOH campaigns as required is likely to become even more compelling as the world navigates new norms in working and socialising habits,and a potentially precarious economic outlook.The ability to target out-of-home audiences with laser precision is likely

117、to persist as a key driver of programmatic DOOH adoption in Australia,with the potential to overlay real-time audience data to inform activation,an exciting prospect for many.SState of the Nation 2022Australia white paper27As advertisers in Australia pursue an omni-channel approach to planning and e

118、xecuting programmatic activity,programmatic DOOH is sure to take its place as a mainstay on programmatic campaigns.Those that are newer to the channel may take more of a test and learn approach,discovering the synergy that programmatic DOOH has with other digital channels such as social media and di

119、gital video.Advertisers that have consistently invested in programmatic DOOH will continue to reap the benefits of the channels hybrid broadcast/digital capabilities and its ability to drive both brand and performance outcomes.Finally,in order to unlock the full potential of programmatic DOOH,it is

120、becoming increasingly important to offer robust ROI and measurement solutions.As planning programmatic DOOH alongside other channels becomes standard practice,the ability to accurately measure its impact within a multi-channel campaign is likely to become a determining factor in the growth of the channel.Moreover,the provision of case studies with measurable outcomes will arm Australian media executives with concrete evidence that will help them to showcase the value of programmatic DOOH.Programmatic DOOH is sure to take its place as a mainstay on programmatic campaigns