1、State of the Nation 2022UK white State of the Nationpartnered with research partnerProgrammatic DOOH 2022UK white State of the Nation 2022UK white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic DOOH as part of the pr

2、ogrammatic 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 studies Precision target

3、ing and real-time audience data05 SummaryCState of the Nation 2022UK white paper3InJune2022,VIOOHpartneredwithMTMtosurvey1,000agencyandadvertisingexecutivesacrosstheUK,US,Germany,FranceandAustraliaontheirperceptionsofprogrammaticdigitalout-of-home(DOOH),theirapproachestoplanningandbuying,comparisons

4、toothermedia,andthefutureofprogrammaticDOOH.In the UK,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 OOH programmatically enables flexib

5、ility to respond to changing consumer behaviour and contexts,demand for programmatic DOOH has increased from advertisers across all sectors,with UK media executives reporting increases in both the number of advertisers investing in the channel,as well as the amount of budget invested.Moreover,media

6、executives in the UK recognise this flexibility as a key strength of the channel,selecting flexibility in buying and campaign activation as the primary reason that spend in programmatic DOOH will increase over the next 18 months.In addition,executives in the UK appreciate the cost efficiency that is

7、 achieved through programmatic activation(i.e.minimal wastage due to trigger-based activation)and believe that this will continue to encourage spend increases in the channel in the near-term.In line with executives globally,media executives in the UK identify the ability to employ a wealth of differ

8、ent data sources to target consumers at a granular level as a key driver in the growth of programmatic DOOH.Many are excited about the prospect of overlaying real-time audience data to target consumers and optimise campaigns and believe that the ability to do this across campaigns will prompt furthe

9、r growth in the channel.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,digital video and digital audio the most popular channels to pair it with,according

10、 to UK media executives.Within this context,media executives in the UK 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 best practices in data activ

11、ation will help UK media professionals boost the effectiveness of programmatic DOOH campaigns,and educate clients and colleagues on how to extract the most value out of programmatic DOOH campaigns.Despite challenges,demand is expected to continue to grow over the next 12 months,with more campaigns i

12、n the UK expected to include programmatic DOOH and UK media 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 progr

13、ammatic DOOHs presence on plans.EState of the Nation 2022UK white paper4Programmaticdigitalout-of-home(programmaticDOOH)hascausedquiteasplashintheworldofout-of-homeadvertising.Whilsttheadventofprogrammaticbuying(technology-enabledautomatedtransactionsofadinventory)withindigitaladvertisingdatesbackac

14、oupleofdecades,thetechnologicalcapabilitiesofprogrammaticthatenablesadvertiserstoscaleandpreciselytargetspecificaudiences,andoptimisecampaignsinreal-time,wereonlyextendedtoout-of-homeinmorerecentyears.Since then,advertisers have been increasingly open to taking advantage of the benefits that program

15、matically-enabled OOH provides,enjoying greater flexibility 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

16、 five of the largest markets globally,looks at the UK 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 i

17、ts benefits?How will investment levels change 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 the UK,USA,Germany,France and Australia to understan

18、d the industrys perceptions of programmatic DOOH,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

19、of the Nation 2022UK white paper5Distinctly uniqueProgrammatic DOOH:WhilstprogrammaticDOOHiscloselyrelatedtodirectorautomatedDOOH,thereareseveralkeypointsofdifferencethatseparatethetwo.Direct DOOH is pre-planned,and bought in advance of activation via media owners,agencies,and OOH specialists.When a

20、 direct DOOH campaign is bought,a time 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 m

21、edia owner directly to manually align 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 invent

22、ory is bought in real-time or near real-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 advertise

23、rs to buy inventory in real-time,and optimise 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 optimisati

24、on across touchpoints with minimal wastage.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).Ad

25、ditionally,advertisers dont have to sit 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 2022UK white p

26、aper6Current adoption of programmatic DOOHAppetiteanddemandforbuyingdigitalOOHprogrammaticallyhasmarkedlyincreasedoverthelastfewyears.Itsnosecretthatthetechnicalcapabilitiesofthechannelhaveevolvedsignificantlysinceitsinception.Today,advertiserscanoverlayawealthofdatasourcestotargetaudienceswithlaser

27、precision.This,coupledwiththeflexibilitythatprogrammaticdigitalOOHofferstooptimisecampaignsin-flight,hasaffordedadvertisersgreateropportunitiestoaccessrelevantaudiencesintherightplaceandattherighttime.As outlined in our previous State of the Nation reports,the COVID pandemic that characterised 2020

28、and 2021 prompted an uptick in 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 o

29、f the Nation 2022UK white paper7“Awarenesshascertainlygrownover thelastfewyears.Ithinkallparts oftheecosystemtooktimeoverthe pandemictoreflectandputmore thoughtintowhattheywantedtheirexecutionstolooklikeinthefuture”AlysDonnelly HeadofProgrammatic,KineticUK“ProgrammaticDOOHiscertainlyhigherontheagend

30、athisyearforallstakeholders.Clientsthathavehistoricallyinvestedinaprogrammatic,data-ledapproachacrossotherchannelsarereadytounderstandthecapabilities”JamesTrott HeadofProduct,MatterkindUK(IPG)“Whilst the day-to-day effects of the pandemic are largely over,advertisers have become accustomed to agilit

31、y 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,half(50%)ofcampaignsintheUK(+3%ptsvs.2021)haveincludedprogrammaticDOOH(vs.51%globally).In additio

32、n,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 broadcast/digital nature(i.e.,public-facing screens w

33、ith the flexibility and granularity of digital).50%OF CAMPAIGNS IN THE LAST 18 MONTHS HAVE INCLUDED PROGRAMMATIC DOOHClients that have historically invested in a programmatic,data-led approach across other channels are ready to understand the capabilities of programmatic DOOH“State of the Nation 202

34、2UK 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 this report,we asked only about DOOH in general,but this year we have asked me

35、dia 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,although it is particularly popular in sectors where contextual or location-b

36、ased messaging is most relevant(e.g.auto,FMCG,retail,tourism).Demand is expected to continue to grow over the next 12 months.When we asked media professionals in the UK about which media they are intending to place/plan or buy in the coming year,programmatic DOOH was one of the few media channels se

37、lected where executives believe they are likely to increase investment.37%saidtheyhaveplanned,boughtorplacedDOOHprogrammaticallyinthelast12months(vs.46%globally),andthisissettoincreaseto46%inthenextyear(vs.48%globally).“Weareseeingalotofinterestfromretail,whetherthatbeFMCGorApparel,HighStreetorSuper

38、marketthetargetingandmeasurementcapabilitiescombinedwithdynamiccreativemessagingmakeforcompellingcampaigns”JamesTrott HeadofProduct,MatterkindUK(IPG)“Wevenotfoundabrand,orsectororverticalthatthisapproachdoesntworkfor.Everybrandhasaspecificaudience,andwecangetinfrontofthataudienceinamoreflexiblewayth

39、aneverbefore”AlysDonnelly HeadofProgrammatic,KineticUK“79%68%64%59%55%53%43%49%47%47%48%43%37%46%53%49%51%55%27%30%47%51%24%33%23%27%29%38%Social mediaDigital video advertisingDigital audioDisplayDigital OOHIn-app advertisingProgrammatic DOOHNEW CATEGORY ADDED FOR 2022MobileBroadcast TVPrintSearchTr

40、aditional OOHRadioConnected TVNotes:Considering all media types we selected less 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,Ins

41、tagram,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 TV excludes TV advertising served via the internet Source:A8.which of the following media have you plann

42、ed,bought or placed in the last 12 months?A9.Which of the following media are you planning to,or open to advertising for in the next 12 months?Base size all respondents(203)State of the Nation 2022UK white paper920%OTHER TRADITIONAL CHANNELS38%NEW BUDGET ADDED27%OTHER DIGITAL BUDGETS56%TRADITIONAL O

43、OHIf budget is going to be increased for programmatic 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(169);agency(88);advertiser(81

44、)Whilst some advertisers are converting existing traditional and DOOH budgets to buy programmatic DOOH,there is also significant growth coming from new budgets,and from other digital and traditional channels.38%ofmediaprofessionalsintheUK(vs.37%globally)saytheyhaveaddednewbudgetstoprogrammaticDOOH,2

45、0%havemovedbudgetfromothertraditionalchannels(vs.21%globally)and27%haveutilisedexistingdigitalbudgets(vs.21%globally)tobuyprogrammaticDOOH.“Asbrandsarelearningmoreabout theprogrammaticOOHworldand thebenefitsthatitcanbring,weareseeingthemembracebeingabletogetinfrontofmorespecificaudiencesthataddgreat

46、ervaluetothem.Wearealsoseeingbrandstakeadvantageoftheflexibility,agilityandcreativeopportunitiesthatprogrammaticprovides.Iseeitassomethingthathasevolvedalotoverthelastfewyearsandisgoingtokeepevolving forsometimetocome”AlysDonnelly HeadofProgrammatic,KineticUK“We are seeing brands embrace being able

47、to get in front of more specific audiences“State of the Nation 2022UK white paper10Drivers of programmatic DOOH adoptionProgrammaticDOOHdeliversarangeofbenefitsforadvertisers.Buying OOH programmatically adds a layer of agility to campaigns that cannot be delivered through traditional OOH.For example

48、,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,demographic of people who live/wor

49、k nearby)provides brands with certainty that their messaging will have maximum contextual relevance to deliver results.As such,media executives in the UK believe that flexibility(34%)andcostefficiency(32%)arekeydriversinthegrowthofprogrammaticDOOH,with over a third of executives selecting these attr

50、ibutes as the top two reasons for increasing spend in programmatic DOOH over the next 18 months.“LeveragingourownproprietarydatastackwithinIPG,Acxiom,orpartnersinthedatalandscapeallowforthecreationofcustomandhigh-valueaudiencesforclients.MappingtheseaudiencesacrosstheDOOHlandscapeallowsforprecisiona

51、ndefficientuseofbudget”JamesTrott,HeadofProduct,MatterkindUK(IPG)“Weuseawholehostofdatasourcestoreallydrilldownintothespecificaudiencethattheclientisinterestedin.Thisdatarangesfromfirstpartydatatopurchasedatatoattitudinaldatatoonlinebehaviourandofflinebehaviour.Wecanalsousedataastriggersfordeliveryr

52、atherthanaudiencebuilding,suchasbreakingnews,sportsscores,trafficlevels,pollutionlevels,weatherandtemperaturelevels”AlysDonnelly,HeadofProgrammatic,KineticUK“State of the Nation 2022UK white paper11More broadly,the ability to overlay a variety of different data sources to inform activation(e.g.conte

53、xtual data,mobile data,audience data,sales data,availability of merchandise stock)enables programmatic DOOH to target consumers at a hyper-granular level.Media executives in the UK recognise this as a significant strength of programmatic DOOH,rankingaudiencetargetingjointthird(andjoint#5globally)asa

54、reasontoincreasespendinthechannelinthenear-term.3You mentioned that you were looking to increase spend for the following in the next 18 months,what are the main reasons for this growth?“DOOHelevatestheprogrammaticofferasatrustedmediawhichdeliversimpressionsofahighqualityinthephysicalworld”Leia Reute

55、r ManagingPartnerOOH,DentsuUK“Flexibilityandagilitywithinthebuyareoftenreferencedasbenefitsofthisroutetomarket.Beingabletoupweightordownweightaccordingtoalivedatasetsuchasfootfallorstockforexample,orevenpauseandreactivateacampaignentirely”JamesTrott HeadofProduct,MatterkindUK(IPG)“Weseesignificantup

56、liftsin footfallandbrandmetricsaswellassalesuplift.ProgrammaticOOHcandrivealltheseareasaswellasprovidingspecificprogrammaticbenefitsaroundflexibility,agility,andtheapplicationofgranulardata”AlysDonnelly HeadofProgrammatic,KineticUK“34%Flexibility e.g.fluidity of budgets and easy planning32%Cost effi

57、cient31%Audience targeting31%Brand safety,including lack of bot/click fraud31%Ability to use dynamic State of the Nation 2022UK white paper12Moreover,advancements in the technical capabilities of programmatic DOOH continue to deliver new and innovative opportunities for advertisers to reach and enga

58、ge with audiences.For example,advertisers 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,itsnosurprisethatexecutivesintheUKcontinuetoselectDOOH(44%)asoneofthe

59、topthreemediatypes(vs43%globally)developingthemostinnovativeopportunitiesforadvertisers.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

60、p advertising 5)Broadcast 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(203)Digital OOHDigital audioDigital video advertisingMobileIn-app advertisingS

61、earchBroadcast TVProgrammatic DOOHConnected TVDisplayPrintTraditional OOHRadio59%3rd in 202144%44%10th in 202141%5th in 202140%3rd in 202139%7th in 202135%6th in 202133%4th in 202132%8th in 202129%12th in 202128%9th in 202123%11th in 2021 17%14%4Which of these media are developing the most innovativ

62、e opportunities for advertisers?NB.In previous iterations of this report,we asked only about DOOH in general,but this year we have asked media professionals about programmatic DOOH specifically.Social mediaDOOH elevates the programmatic offer as a trusted media which delivers impressions of a high q

63、uality in the physical world“State of the Nation 2022UK white paper13“ThereisrealpotentialforinnovationwithinDOOH.ParticularlyfromacreativeperspectiveandwhatspossiblewhenusingAPIstotriggeractivityinrelevantmoments.EffectivenesswillalwaysincreasewhensupportedbycontextandtheskyisthelimitasBAdemonstrat

64、edbackin2013”JamesTrott HeadofProduct,MatterkindUK(IPG)“There are a lot of innovative possibilitieswiththischannel.Itsinherentlyaverycreativeandopenchannelwhichgivesbrandsopportunitiestobeplayfuland engagedirectlywiththeiraudience”AlysDonnelly HeadofProgrammatic,KineticUK“There are some amazing data

65、 APIs,in terms of what to activate and when“State of the Nation 2022UK white paper14Bought by dedicated programmatic Out-of-Home teamBought 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 l

66、ast 12 months typically been bought?Base size:all who place PDOOH total(97),agency(50),advertiser(47)Bought by Managed Service DSP teamTotalMedia agencyAdvertiser59%64%51%71%70%73%41%46%35%26%30%20%+4%pts vs 2021+10%pts vs 2021-5%pts vs 2021+22%pts vs 2021+17%pts vs 2021+29%pts vs 2021-8%pts vs 2021

67、-1%pts vs 2021-17%pts vs 2021Programmatic DOOH as part of the omni-channel media mix5How has the programmatic Out-of-Home advertising you have placed/planned or bought in the last 12 months typically been bought?Today,itisstandardpracticeforadvertiserstotakeanomni-channelapproachwhenplanningandbuyin

68、gprogrammaticcampaigns,andthisisnowextending toincludedigitalout-of-home.Buying programmatic DOOH alongside other programmatic channels delivers a range of benefits to advertisers.An integrated,omni-channel approach provides advertisers with access to the same audience across multiple touchpoints,en

69、abling 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 campaign exposure and turn on and off different channel activations as needed.This shift towards an omni-channel str

70、ategy is reflected in the teams that are buying programmatic DOOH.As with executives globally,this year media executives in the UK are reporting a decreaseinbuyingthroughOOHteams(-8%ptsintheUKvs-1%ptglobally)andanincreaseinbuyingthroughdigital/programmaticteams(+22%ptsintheUKvs+5%ptsglobally).“AtDen

71、tsuwehavebuiltateamthatconsistsofbothOOHandprogrammaticexpertstohelpourclientsnavigatethisevolvingandexcitingspace”Leia Reuter ManagingPartnerOOH,DentsuUK“State of the Nation 2022UK white paper15As such,channels that can be bought programmatically remain the most popular channels to run alongside pr

72、ogrammatic DOOH,with executives in the UK and globally selecting socialmediaasthemostlikelypairingforbothperformance(60%inUKvs56%globally)andbrand-ledcampaigns(53%inUKvs51%globally),closelyfollowedbydigitalvideoadvertisinganddigitalaudio.6Thinking about performance/brand-led campaigns,which channels

73、 would you consider running programmatic DOOH alongside?NB.Unless otherwise indicated,rankings stayed the same as last year53%46%42%40%42%32%33%33%33%27%23%16%14%60%49%41%42%40%36%33%31%27%29%24%17%12%Notes:1)Social media includes Facebook,Instagram,Twitter etc.2)Digital audio includes streaming aud

74、io,streaming and podcasts 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 6)%refers to YOY changeSource:01/02 Thinking about performance/brand-led campaigns which channels would you co

75、nsider running programmatic DOOH alongside?Base size:all respondents(203)Social mediaDigital video advertising Digital audio Digital OOHBroadcast TV Search In-app advertisingMobile Display Connected TV Traditional OOHRadio Print 111213BrandPerformanceBrands are cottoning on to the idea of

76、 running cross channel and trying to build the benefits of running across channels,or doing that in a more joined up way“State of the Nation 2022UK white paper16“Outofhomeworkswellwithalotofdifferentchannels,likemobileanddigitalaudio.Brandsarecottoningontotheideaofrunningcrosschannelandtryingtobuild

77、thebenefitsofrunningacrosschannels,ordoingthatinamorejoinedupway”AlysDonnelly HeadofProgrammatic,KineticUK“WehaveclientswhoinvestinprogrammaticcapabilitytohelpmanageReach&Frequencycross-channel,includingDOOH.Matterkindis wellpositionedtounderstandwhohasbeenexposedtowhatusingcommonidentifiersandgraph

78、s,andweusethistooptimisethemediatouchpointsofacampaigninflight”JamesTrott HeadofProduct,MatterkindUK(IPG)“AudioisapopularchanneltocombineprogrammaticDOOHwith,alongwithsocialmediaanddisplay.Thoseareafewkeyareaswhereweareseeingcross-over”AlysDonnelly HeadofProgrammatic,KineticUK“Out of home works well

79、 with a lot of different channels,like mobile and digital audio“State of the Nation 2022UK white paper175%5%6%Demonstrating the importance of an omni-channel strategy,78%of UK media professionals make the decision to include programmatic DOOH during the early stages of the campaign planning and acti

80、vation process,with 21%decidingtoincludeitduringthecampaignideation/strategisingphase(vs25%globally),and57%whileplanningthemediaandallocationofbudgets(vs49%globally).7While planning a campaign,when in the media planning process is the decision to include programmatic digital out-of-home typically ha

81、ppening?TotalMedia agencyAdvertiser21%22%20%While deciding overall campaign strategy and objectives57%62%50%While planning the media and allocating the budget16%11%22%While buying the media andactivating the campaignWhile analysing and optimising campaign performanceNotesSource:C8.While planning a c

82、ampaign,when in the media planning process is the decision to include programmatic digital out-of-home typically happening?Base size:all respondents(203)agency(109)advertiser(94)“Youneedtobereallyclearaboutwhyandwhenyoushoulduseprogrammatic,andnotjustforthesakeofit.Butultimatelyifyoucanidentifywhere

83、itdeliversapointofdifferencethenitshouldbeontheplan”Leia Reuter ManagingPartnerOOH,DentsuUK“78%OF UK MEDIA PROFESSIONALS INCLUDE PROGRAMMATIC DOOH DURING THE EARLY STAGES OF CAMPAIGN PLANNING State of the Nation 2022UK white paper18Full funnel activationAdvertisersuseprogrammaticDOOHforbothbrandandp

84、erformanceobjectives,dependingonthespecificgoalsandrequirementsofeachindividualcampaign.Programmatic is generally considered to have broadened DOOHs appeal as a hybrid medium,combining the mass-reach of broadcast-conducive to branding and upper funnel activities-with data-driven dynamism,synonymous

85、with digital performance marketing and lower funnel conversions.Whilst allocation of performance and brand spend on programmatic DOOH is done on a case-by-case basis,more broadly,advertising budgets in the UK and globally currently skew towards performance spend(52%in UK vs 59%globally).Thisisexpect

86、edtocontinueinto2023,withperformancefocusedcampaignspredictedtotakejustoverhalf(51%)ofadvertisingbudgetsintheUK,perhaps unsurprisingly given current uncertainties around the broader economic outlook.8What percentage breakdown is your performance vs branding budgets now/in 18 months time?50%performan

87、ce Equal 50%brandIn18monthsNow51%23%26%52%22%+11%ptsvs 2021-12%pts vs 2021-7%pts vs 2021+18%pts vs 202126%+1%pts vs 2021-11%pts vs 2021NotesSource:B3.What percentage breakdown is your performance vs branding budget?Base size(1000),Brand What percentage breakdown will there be between your performanc

88、e vs branding budgets in 18 months time?Base size:all respondents(203)State of the Nation 2022UK white paper1919Expected demand for programmatic DOOH Asoutlinedabove,demandforprogrammaticDOOHisexpectedtocontinuetogrow.Overhalf(56%)ofcampaignsintheUK(vs57%globally)areexpectedtoincludeprogrammaticDOOH

89、overthenext18months,accordingtoUKmediaprofessionals.Defining thenew landscape 9Proportion of campaigns executives have planned,bought or placed programmatic DOOH in the last/next 18 months?50%Last18months56%Next18monthsNotes:Source:C6.Think of the campaigns youve worked on in the past 18 months,for

90、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 think will you plan,buy,or place programmatic DOOH advertising?Base size:all respondents(203)+3%ptsvs 2021+2%ptsvs State

91、 of the Nation 2022UK white paper20In addition,11%(-2%ptsvs2021)ofexecutivesintheUK(vs19%globally)believethatadvertisinginvestmentinprogrammaticDOOHwillmorethandouble(101-200%)over the next 18 months.10How do you think your advertising investment will change in the next 18 months?0%Digital OOHProgra

92、mmatic DOOH14%14%76%74%11%12%+11%vs 2021-13%vs 2021+13%vs 2021-11%vs 2021+1%vs 2021-2%vs 20210%-100%101%-200%Notes:Source:B8.How do you think your advertising investment in the following media will change in the next 18 months?Base size:all respondents(203)Advertisers appreciate that this growth wil

93、l 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 where and how the channel can be most effective.“Weseeclientsunderstandingmorearoundwhatthechannelcando.Wealsoseegreatersophistica

94、tionintheuseoftheavailabletools,whetherthatbeinrelationtocreative,data,orotherareas.Peoplearegettingmoreandmoreexcitedaboutthis partoftheworldandIthinkthiswilldefinitelycontinue”AlysDonnelly HeadofProgrammatic,KineticUK“Wewanttogothroughaperiodofincreasedinvestmentinthechannelunderthecontextof“testa

95、ndlearn”,tounderstandwhatispossible.ThegrowthofprogrammaticOOHshouldbedeterminedbysuccessesandfailuresofthosecampaignswhichareinformedbydata”JamesTrott HeadofProduct,MatterkindUK(IPG)“ProgrammaticisagreatopportunitytoreassesshowweplanOOH,butweneedtoaggressivelytestitandfindhowmuchmoreeffectivethemed

96、iumbecomesthroughthischannel.Asanindustry,weneedtolookatwhethertheefficiencymakesitmoreeffective”Leia Reuter ManagingPartnerOOH,DentsuUK11%OF EXECUTIVES IN THE UK BELIEVE THAT ADVERTISING INVESTMENT IN PROGRAMMATIC DOOH WILL MORE THAN DOUBLE(101-200%)OVER THE NEXT 18 MONTHS“State of the Nation 2022U

97、K white paper21In-house investmentInlinewiththeexpecteddemandoutlinedabove,91%(+3%ptsvs2021)ofUKmediaexecutives(vs90%globally)saythattheywillinvestinbuildingprogrammaticDOOHexpertisein-houseoverthenext18months,withmanyhopingtogrowprogrammaticDOOHteamsandupskillprogrammaticandOOHdesks.11Thinking abou

98、t how you expect to place programmatic digital out-of-home advertising in the next 18 months,to what extent do you agree or disagree with the following statement?TotalMedia agencyAdvertiser91%91%91%+3%pts vs 2021+2%pts vs 2021+4%pts vs 2021We will invest in building our programmatic digital Out-of-H

99、ome expertiseNotes:Source:C10.Thinking about how you expect to place programmatic 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(203)agency(109)advertiser(94)State of the Nation 2022UK white paper22

100、221 More widespread understanding of programmatic DOOH GiventhealignmentinplanningandbuyingofprogrammaticDOOHalongsideotherprogrammaticactivity,itisnosurprisethatinvestmentinwidespreadeducationwillunlockfurtherspendinthechannelbyhelpingadvertiserstobetterunderstandthekeybenefitsofprogrammaticDOOHand

101、enablingthem,inturn,tocommunicatethosebenefitstoclientsandteams.Overcoming barriers to adoption“WevegotquitealotofworktodoaroundeducatingclientsabouttheopportunitiesthatexistwithprogrammaticOOH.Asanindustry,weneedbefocusedonprovidingevidenceofthevalueoftheseopportunities,andthenwecansellthattoclient

102、s”Leia Reuter ManagingPartnerOOH,DentsuUK“Wehavemoreproofpointsonwhyitsbettertoactivatethisway,butmoresuccessestotalkaboutwillreallyhelp”JamesTrott HeadofProduct,MatterkindUK(IPG)“State of the Nation 2022UK white paper2312Which,out of the following,would help you learn more about programmatic DOOH a

103、dvertising?NB.Unless otherwise indicated,rankings stayed the same as last yearInformation on how to measure ROI of programmatic DOOHBest practices for using data for activation of programmatic DOOH campaignsAudience-specific insights for programmatic DOOHTraining on benefits of programmatic DOOHSect

104、or-specific insights for programmatic DOOHClearer understanding of how programmatic in OOH fits within a multi-channel campaignStandards for programmatic in DOOHCase studies for programmatic DOOHInformation on cross channel measurement or attributionTraining on digital DOOHNotes:Source:D4

105、.Which,out of the following,would help you learn more about programmatic DOOH advertising?Base size all respondents(208)agency(105)advertiser(103)TotalMedia agencyAdvertiser44%40%48%43%42%44%40%40%40%40%39%41%38%30%47%36%35%37%34%38%31%33%29%38%31%23%40%29%31%26%6th in 20214th in 20213rd in 20211st

106、in 20218th in 20215th in 20217th in 2021“IthinkthereisstillsomefurthereducationworkthatweallneedtodointhisspacearoundshowinghowprogrammaticOOHfitsthechangingneedsofbrandsanddeliversvalueintheseareas”AlysDonnelly HeadofProgrammatic,KineticUK“Central to this education piece is sharing best practices i

107、n data activation and providing information on how to measure the ROI of programmatic DOOH campaigns.In line with executives globally,42%ofagencyexecutivesintheUK(vs.45%globally)feelthatbestpracticesinusingdataforprogrammaticDOOHwouldhelpthemtobetterunderstandthechannel,and 48%of advertising executi

108、ves(vs.42%globally)said that they would like to know more about how to accurately measure the ROI of their programmatic DOOH campaigns.2nd in State of the Nation 2022UK white paper242 Measurement and Case Studies TocomplementeducationonthebenefitsofprogrammaticDOOH,advertisersandagencyexecutiveswoul

109、dliketoseemediaownersproducingmorecasestudieswithmeasurableresults.ManyfeeltheycoulddoabetterjobofcommunicatingtheeffectivenessofprogrammaticDOOHtoclientsandcolleaguesiftheyhadasetofwidelyaccepted,robustmetricsandcasestudiesthatcelebratedkeysuccessesas wellasdetailingtheROIachievedandimpactonkeyKPIs

110、.Cross-channel attribution is a pervasive issue across all media types and is not a challenge specific to programmatic DOOH.As highlighted in Exhibit 12,31%of UK media professionals surveyed would like more information on cross-channel measurement and attribution in order to demonstrate programmatic

111、 DOOHs impact within an omni-channel campaign.“Crosschannelattributionisunbelievablyhard.Intermsofconversion,youknowthattheyhave beenhitbyOOH,exposedtosearchandsocial,butunderstandingthevaluethateachonehastoconversion,itsincrediblydifficult”JamesTrott HeadofProduct,MatterkindUK(IPG)“Inaneconometricm

112、odelitisoftendifficulttomeasuretheimpactofDOOH,especiallywhenyouare buyinglighterweightcampaigns.WeneedtofindawaytoprovetheimpactprogrammaticDOOHhasat alocallevel”Leia Reuter ManagingPartnerOOH,DentsuUK“CrosschannelattributionisnotjustanOOHissue,itsanissueforallchannels.Theresstillsomefurtherworktob

113、edoneheretoensureeachchannelisbeingfairlyrepresentedintermsoftheircontributiontotheoutcomesofthecampaign”AlysDonnelly HeadofProgrammatic,KineticUK“State of the Nation 2022UK white paper253 Precision targeting and real-time audience data Thisyear,mediaprofessionalsintheUKandgloballyidentifiedtheprovi

114、sion ofreal-timedata(ranked#1inUKandglobally)askeytoimprovingthevalueof,andboostinginvestmentin,programmaticDOOH.In light of the increasing alignment of programmatic DOOH with other programmatic digital channels,it is unsurprising that media executives in the UK and globally are also keen to get the

115、ir hands on as much data as possible in order to build out multi-layered audience segments and improve the efficacy of campaigns.Thus,44%of executives in the UK and 39%globally believe that a wider scope of audience data would also give programmatic DOOH campaigns more value and prompt an increase i

116、n investment.Which of the following would you like 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 audience dataMore cost efficiency from the marketMo

117、re options around precision/targeting of the campaigns in the marketVisibility on impact on other digital media channelsDynamic creative/dynamic creative optimisationMore tangible metrics around the channel to demonstrate valueProximity dataSituational dataMore data to drive direct responsesMore beh

118、avioural/visitation/mobility dataThird party ad verification5th in 20213rd in 20217th in 202148%45%52%44%40%48%42%38%47%37%42%31%36%34%38%33%30%36%33%38%28%30%28%31%29%29%29%28%26%31%25%28%22%24%25%22%1112Notes:Source:C6.Which of the following would you like to see in order to give progra

119、mmatic DOOH campaigns more value and make you invest more?Base size all respondents(203)agency(109)advertiser(94)132nd in 20214th in 20211st in 2021TotalMedia agencyAdvertiser6th in State of the Nation 2022UK white paper26In terms of types of audience data that advertisers perceive to be most valuab

120、le,media executives in the UK say that shopping behaviour(63%in UK vs.54%globally)and socio-economic(53%in UK vs.50%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

121、programmatic 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(203)agency(109)advertiser(94)63%60%67%53%55%51%Socio-economic data50%52%48%Soc

122、io-demographic data44%42%47%Product affinities37%37%38%Travel behaviour Shopping behaviour/types“Everybriefisdifferentsowhattheemphasisshouldbeintermsofdataorexecutionisgoingtovarydependingonwhattheclientneeds atthatparticulartime.Itsatestamenttotheflexibilityofthechanneland thewaythatithasevolvedth

123、atwe candothat”AlysDonnelly HeadofProgrammatic,KineticUK“63%OF UK MEDIA EXECUTIVES SAY THAT SHOPPING BEHAVIOUR IS THE MOST USEFUL AUDIENCE TARGETING DATAState of the Nation 2022UK white paper2727Theresultsofthesesurveysfromover1000mediaexecutivesgloballyareclear,showingthatthefutureforprogrammaticDO

124、OHlooksbright.Withnearlyall(87%)UKmediaprofessionals(vs94%globally)surveyedsettoretainorincreaseinvestmentinthechannel,demandisexpectedtocontinue,andgrow,overthenext18months.In response to the predicted surge in demand from clients across all sectors,UK media executives will continue to invest in bu

125、ilding in-house programmatic DOOH expertise,focusing on educating programmatic,OOH and cross-media planning teams on 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,

126、many advertisers have continued to take advantage of this flexibility post-pandemic.Furthermore,the ability 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

127、 precarious economic outlook.In addition,challenging economic conditions may prompt advertisers to be more discerning with their budgets,with many likely to prioritise cost efficiency when investing in advertising channels.In this way,minimising wastage through programmatic activation is likely to b

128、ecome an increasingly important factor influencing spend increases in programmatic DOOH.SState of the Nation 2022UK white paper28The ability to target out-of-home audiences with laser precision is expected to persist as a key driver of programmatic DOOH adoption in the UK,with the potential to overl

129、ay real-time audience data to inform activation,an exciting prospect for many.As advertisers in the UK pursue an omni-channel approach to planning and executing programmatic activity,programmatic DOOH is sure to take its place as a mainstay on programmatic campaigns.Those that are newer to the chann

130、el may take more of a test-and-learn approach,discovering the synergy that programmatic DOOH has with other digital channels such as social media,digital video,and digital audio.Advertisers that have consistently invested in programmatic DOOH will continue to reap the benefits of the channels hybrid

131、 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 becoming increasingly important to offer robust ROI and measurement solutions.As planning programmatic DOOH alongside other channels b

132、ecomes 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 best practices in data activation will improve the value of programmatic DOOH campaigns and enable UK executives to educate clients and colleagues on how data can be employed to realise a significant ROI using programmatic DOOH.Programmatic DOOH is sure to take its place as a mainstay on programmatic campaigns