1、State of the Nation 2022Global white State of the NationProgrammatic DOOH 2022Global white paperpartnered with research State of the Nation 2022Global white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic DOOH as part

2、 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 studies Precis

3、ion targeting and real-time audience data05 SummaryCState of the Nation 2022Global white paper3InJune2022,VIOOHpartneredwithMTMtosurvey1,000agencyandadvertisingexecutivesacrosstheUS,UK,Germany,FranceandAustraliaontheirperceptionsofprogrammaticdigitaloutofhome(DOOH),theirapproachestoplanningandbuying

4、,comparisonstoothermedia,andthefutureofprogrammaticDOOH.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 flex

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

6、ives 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.Many are excited about the prospect of overlaying real-time audience data to target consumers and optimise campaigns and believe that the

7、ability to do this across campaigns will prompt further growth in the channel.Mirroring sentiments shared in last years report,media executives have affirmed the value of programmatic DOOHs hybridity as both a broadcast and a direct response channel,using it to drive results in both performance and

8、brand focused campaigns.Furthermore,media executives note that dynamic creative is enhancing both brand and performance campaigns by enabling advertisers to engage with audiences in creative and meaningful ways.Opting for an omni-channel approach to planning and buying campaigns is now standard prac

9、tice 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 to media executives.Within this context,media executives have pointed to the importance of robust,unified measur

10、ement solutions in articulating the value of programmatic DOOH,and isolating its effect within multi-channel campaigns.Similarly,the provision of case studies with clear,measurable outcomes will help advertisers communicate the benefits of programmatic DOOH to clients and colleagues.Despite challeng

11、es,demand is expected to continue to grow over the next 12 months,with more campaigns expected to include programmatic DOOH and media executives planning to increase investment.Moving forward,executives plan to continue investing in in-house programmatic DOOH expertise,focusing on upskilling and edu

12、cating programmatic,OOH and cross-channel planning desks to increase programmatic DOOHs presence on plans.EState of the Nation 2022Global white paper4Programmaticdigitalout-of-home(programmaticDOOH)hascausedquiteasplashintheworldofout-of-homeadvertising.Whilsttheadventofprogrammaticbuying(technology

13、-enabledautomatedtransactionsofadinventory)withindigitaladvertisingdatesbackacoupleofdecades,thetechnologicalcapabilitiesofprogrammaticthatenablesadvertiserstoscaleandpreciselytargetspecificaudiences,andoptimisecampaignsinreal-time,wereonlyextendedtoout-of-homeinmorerecentyears.Since then,advertiser

14、s have been increasingly open to taking advantage of the benefits that programmatically-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 ch

15、annel.This white paper,based on an extensive survey of media executives across five of the largest markets globally,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

16、 its 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 underst

17、and 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.IStat

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

19、When a 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

20、 OOH media 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

21、inventory 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 adv

22、ertisers 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 opti

23、misation across touchpoints with minimal wastage.Furthermore,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 event

24、s).Additionally,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 2022Globa

25、l white paper6Current adoption of programmatic DOOHAppetiteanddemandforbuyingdigitalOOHprogrammaticallyhasmarkedlyincreasedoverthelastfewyears.Itsnosecretthatthetechnicalcapabilitiesofthechannelhaveevolvedsignificantlysinceitsinception.Today,advertiserscanoverlayawealthofdatasourcestotargetaudiences

26、withlaserprecision.This,coupledwiththeflexibilitythatprogrammaticdigitalOOHofferstooptimisecampaignsin-flight,hasaffordedadvertisersgreateropportunitiestoaccessrelevantaudiencesintherightplaceandattherighttime.As outlined in our previous State of the Nation reports,the COVID pandemic that characteri

27、sed 2020 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

28、 PState of the Nation 2022Global white paper7“ThethingthatsreallyfuelledprogrammaticDOOHinthe lastfewyearsistheCOVID pandemic,andIthinkalotof clientsallofasuddenaremoreinterestedinprogrammaticpurely foritsflexibility.Forexample,ifacquisitionsaredown,they canjustadjustaccordingly”MartinPorter HeadofO

29、OH,DentsuUS“AftertheCOVIDperiod,clientsunderstandthattheyneedtoswitch toadigitalmodel”KaoutarBenazzi ChiefProgrammaticOfficer,HavasFrance“Awarenesshascertainlygrownoverthelastfewyears.Ithinkallpartsoftheecosystemtooktimeoverthepandemictoreflectandputmorethoughtintowhattheywantedtheirexecutionstolook

30、likeinthefuture”AlysDonnelly HeadofProgrammatic,KineticUK“Itsbeenaboomtimeforprogrammatic.Thepandemicprecipitatedachangeinbehaviorthatpushedforwardadvertisersplanstoincorporateitintoalways-onactivityorattheleast,totestprogrammaticactivation.Manyobservedtheefficacyandefficiencythatprogrammaticenables

31、,aswellasitsabilitytobuildfrequency.Thesearethebenefitstothewaythatallothermediaisbought,forthemostpart,soitmakessensetoextendthosesamebenefitstoOOH”Adrian Witter ProgrammaticOOH&PartnershipsLead,KineticUS“Whilst the day-to-day effects of the pandemic are largely over,advertisers have become accusto

32、med 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,overhalf(51%)ofcampaigns(+4%ptsvs.2021)haveincludedprogrammaticDOOH.“Therehasbeenare

33、alshiftfromguaranteedbookingstomoreflexiblenon-guaranteeddeals.Clientsareprioritisingflexibilityinplanning”KimRingler DirectorofDataSolutions,areasolutions,Germany“51%IN THE LAST 18 MONTHS,OVER HALF OF CAMPAIGNS HAVE INCLUDEDPROGRAMMATIC DOOHState of the Nation 2022Global white paper8In addition,low

34、 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 with t

35、he flexibility and granularity of digital).“ProgrammaticDOOHiscertainlyhigherontheagendathisyearforallstakeholders.Clientsthathavehistoricallyinvestedinaprogrammatic,data-ledapproachacrossotherchannelsarereadytounderstandthecapabilities”JamesTrott HeadofProduct,MatterkindUK(IPG)“Wearegettingmoreandm

36、oreinterestfromclientsthathaveneverdoneout-of-homebefore,becausea)wecanmeasurethesamewayaswedoindigitalintermsofaudiencesandb)buyingfromDSPsmeanswecanoffermoregranularitywithreporting.Lowbarrierstoentryalwaysopenupalotofopportunities,forclientsthatwanttotestandlearn”JamesLambert HeadofSightline,Grou

37、pMAustralia“TheinventoryavailableforprogrammaticDOOHhasincreasedsignificantlyduetoalargenumberofnewdisplaysgoingup.Inaddition,theresbeenanincreaseincustomerinterest,andevenacceptanceofindoorDOOHscreens,whichhasallowedustoactivateadditionalreach.Overall,thisenablesustobuildrelevant reach all over the

38、 country,notonlyinthebigcitieswithDOOH”LearcoOestereich GroupManagerDOOH,areasolutions,Germany“We are getting more and more clients that never did out-of-home before“State of the Nation 2022Global white paper9Interest in programmatic DOOH is coming from advertisers across all sectors,although it is

39、particularly popular in sectors where contextual or location-based messaging is most relevant (e.g.auto,FMCG/CPG,retail,tourism).“EveryyearweareseeingmoreclientsbuyDOOHprogrammatically.WhereweseeprogrammaticdigitalOOHusedthemostiswithtelecomsandtechbrandsbecausetheyareoftenlookingtoacquirenewusersan

40、dneedtobuildfrequency.ItsalsopopularwithFMCG/CPG,retailandsportsbettingclientsforsimilarreasons”MartinPorter HeadofOOH,DentsuUS“ProgrammaticDOOHisareallyfast-growingchannelandweseethatallsectorsareinterestedinit.Forexampletourism,withDOOHwecanshowstrongimagesofdestinations.Alsoforbanking,healthandin

41、surancesectors,theyneedtoshowcasetheirbrandandhaveastrongimage,andDOOHisgreatforthat”LaurentFerreira ChiefPublicityOfficer,GroupeSudOuest,France“Weareseeingalotofinterestfromretail,whetherthatbeFMCGorApparel,HighStreetorSupermarketthetargetingandmeasurementcapabilitiescombinedwithdynamiccreativemess

42、agingmakeforcompellingcampaigns”JamesTrott HeadofProduct,MatterkindUK(IPG)“Wevenotfoundabrand,orsectororverticalthatthisapproachdoesntworkfor.Everybrandhasaspecificaudience,andwecangetinfrontofthataudienceinamoreflexiblewaythaneverbefore”AlysDonnelly HeadofProgrammatic,KineticUK“Every brand has a sp

43、ecific audience,and we can get in front of that audience in the right way“State of the Nation 2022Global white paper10Demand is expected to continue to grow over the next 12 months.When we asked media professionals about which media they are intending to place/plan or buy in the coming year,programm

44、atic DOOH was one of the few media types selected where executives believe they are likely to increase investment.46%saidtheyhaveplanned,boughtorplacedDOOHprogrammaticallyinthelast12months,andthisissettoincreaseto48%inthenextyear.“ItsagreatopportunityforclientstospendinOOHforthefirsttime,orforlapsed

45、spenderstoreinvestinOOH.ThetechcapabilitiesofprogrammaticDOOH,relativelylowentryinvestment,abilitytopivotquicklyandbeingmoredataandaudienceledarestrongdrawsforclients”JamesLambert HeadofSightline,GroupMAustralia“AsbrandsarelearningmoreabouttheprogrammaticDOOHworldandthebenefits thatitcanbring,weares

46、eeingthemembracebeingabletogetinfrontofmorespecificaudiencesthataddgreatervaluetothem.Wearealsoseeingbrandstakeadvantageoftheflexibility,agilityandcreativeopportunitiesthatprogrammaticprovides.Iseeitassomethingthathasevolvedalotoverthelastfewyearsandisgoingtokeepevolvingforsometimetocome”AlysDonnell

47、y HeadofProgrammatic,KineticUK“1Which 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 w

48、e have asked media professionals about programmatic DOOH specifically.70%64%59%55%53%50%53%51%49%46%46%50%46%45%46%48%44%44%42%45%31%33%31%28%26%31%19%19%Intending to buy,plan,place in next 12 monthsHave planned,bought or placed in past 12 monthsSocial mediaDigital video advertisingDigital OOHDigita

49、l audioIn-app advertisingBroadcast TVDisplayProgrammatic DOOHNEW CATEGORY ADDED FOR 2022MobileSearchTraditional OOHPrintConnected TVRadioNotes: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 w

50、hile 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 podcasts 3)Search includes pay-per-click 4)Display excludes social media 5)Mobile excludes in-app advertising 5)Broadca

51、st TV excludes TV advertising served via the internet 6)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 you planning to,or open to advertising for in the next 12 months?Base size all respondents(1023)State of the Nati

52、on 2022Global white paper11Whilst 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.37%ofmediaprofessionalssaytheyhaveaddednewbudgetstoprogrammaticDOO

53、H,and21%havemovedbudgetfromotherdigitalandtraditionalchannels.2If 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

54、?Base size:all increasing PDOOH or DOOH(938);agency(464);advertiser(474)Brands are learning more about the programmatic world and the benefits that that brings“52%TRADITIONAL OOH 37%NEW BUDGET ADDED 21%OTHER DIGITAL CHANNELS21%OTHER TRADITIONAL CHANNELSState of the Nation 2022Global white paper12Dri

55、vers of programmatic DOOH adoptionProgrammaticDOOHdeliversarange ofbenefitsforadvertisers.Buying DOOH programmatically adds a layer of agility to campaigns that cannot be delivered through traditional OOH.For example,advertisers can reduce wastage and maximise campaign effectiveness by harnessing tr

56、igger-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/work nearby)provides brands with certainty that their messaging will have maximum conte

57、xtual relevance to deliver results.“Therearethreemainadvantages:thefirstisthedynamicaspectofitpivotquickly,secondaspectisabouttargetinganddatause,itsveryeffective,wecansurgicallytargetdifferentregions,thethirdistheabilitytodeliveramessagedynamicallyinrealtime.Wearealsoabletousefilmsandanimationsthat

58、bringintheaudienceandreallyengagethem”LaurentFerreira ChiefPublicityOfficer,GroupeSudOuest,France“Firstofall,programmaticprovidesyouwithflexibilityinplanning,youhavetheabilityto usedatatodeterminelocationandvolumeofdisplays.Wecanalsousedatatotargetspecificsegmentsmorepreciselyintermsoftimebutalsoloc

59、ation.Furthermore,theabilitytolinkprogrammaticOOHwithdifferentmediatypesandapplyacoordinatedapproach,withuniformtargetingandoptimisationbasedonthecustomerjourneyisagreatadvantage”LearcoOestereich GroupManagerDOOH,areasolutions,Germany“Buyingprogrammaticallyenablesbuyerstoutilizeresourcessuchasweathe

60、rorsalesdatawhilstenablingalevelofautonomyunavailablewhenbuyingdirect.GiventhehugescaleoftheUSmarket,veryveryfewadvertisersexistwhohavebudgettocoverthewholecountry,ifbuyingdirectwithsuchdynamicdataoverlays.Programmaticalleviatesthatissue,allowingbuyerstoactivatecampaignsofflocaldatapointswhenthereis

61、sufficientstockatretailpartnerlocationsandwhenweatherconditionsreachacertainthresholdatnationalscale.ProgrammaticOOHhasclearlycarvedoutausecaseofwhereandhowitseffectivethatisbeingfurtherenhancedbytheabilitytoeffectivelycontributeandmeasureimpactonsales”Adrian Witter ProgrammaticOOH&PartnershipsLead,

62、KineticUS“State of the Nation 2022Global white paper13“TheopportunityforprogrammaticOOHintheUSisbiggerthaninanyothermarketbecauseofthediversityofmediaownersandmediaformatsavailableatscalenationwide.Programmaticcansimplifybuyingwhileenablingadvertiserstoproveoutthevalueviaattribution”Adrian Witter,Pr

63、ogrammaticOOH&PartnershipsLead,KineticUS“Wecanmatchourpaneldatawithmobilephonelocationdataandthenbuildoutaheatmapbasedonpostcodedata.Wecanseewherethataudienceisatitshighestdensityandbuyanyinventorythatfallsintothatgeographicalarea”MartinPorter,HeadofOOH,DentsuUS“Leveragingourownproprietarydatastackw

64、ithinIPG,Acxiom,orpartnersinthedatalandscapeallowforthecreationofcustomandhigh-valueaudiencesforclients.MappingtheseaudiencesacrosstheDOOHlandscapeallowsforprecision andefficientuseofbudget”JamesTrott,HeadofProduct,MatterkindUK(IPG)“Weuseawholehostofdatasourcestoreallydrilldownintothespecificaudienc

65、ethattheclientisinterestedin.Thisdatarangesfromfirstpartydatatopurchasedatatoattitudinaldatatoonlinebehaviourandofflinebehaviour.Wecanalsousedataastriggersfordeliveryratherthanaudiencebuilding,suchasbreakingnews,sportsscores,trafficlevels,pollutionlevels,weatherandtemperaturelevels”AlysDonnelly,Head

66、ofProgrammatic,KineticUK“Thetargetinganddatasolutionsavailablefor programmaticDOOHhasdevelopedalot,wecan nowoffercross-mediatargeting”KimRingler,DirectorDataSolutions,areasolutions,Germany“More broadly,the ability to overlay a variety of different data sources to inform activation(e.g.contextual dat

67、a,mobile data,audience data,sales data,availability of merchandise stock)enables programmatic DOOH to target consumers at a hyper-granular level.Advertisers recognise this as a key driver in the growth of programmatic DOOH,with almost athirdofexecutivesselectingprecisiontargeting(28%)astheprimaryrea

68、sonforincreasingspendinprogrammaticDOOHoverthenext State of the Nation 2022Global white paper14Finally,advertisers greatly value the duality of programmatic DOOH to be both a broadcast and a direct response channel,as required.28%of executives believe that this hybridity will be one of the key reaso

69、ns that spend increases in the channel over the next 18 months.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?“DOOHelevatestheprogrammaticofferasatrustedmediawhich deliversimpressionsofahigh qualityinthephysica

70、lworld”LeiaReuter ManagingPartnerOOH,DentsuUK“ThebigadvantageofDOOHisthereachyoucanachieve,withoutadblockersoradfraud.WithDOOH wecanreachadvertising-averse targetgroupsinpublicspaces.Wecanalsoreachdrivers,whocannotbereachedonlineorviamobilewhentheyaredriving.Itslargeformatmakesitanimpactfulformofadv

71、ertisingmedia,generatingbigmomentswhichisanimportantcomponentinthecustomerjourney”KimRingler DirectorDataSolutions,areasolutions,Germany“Flexibility,speed,agility,optimisation,andmoremeasurableoutcomes.Itseasiertosolvebusinesschallengesbecausewecanintegratewithanomni-channelapproach”JamesLambert Hea

72、dofSightline,GroupMAustralia“28%It becomes a broadcast and direct response channel28%Precision,eg.targeting certain frames,locations,audiences,performance metrics or using triggers27%Further value from the efficiency and effectiveness of transactions27%Great context for advertisers26%It aligns easil

73、y with other programmatic channelsNotesPrecision 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 reasons for this growth?Base size:all who

74、 place PDOOH(1023)State of the Nation 2022Global white paper15“Flexibilityandagilitywithinthebuyareoftenreferenced asbenefitsofthisroutetomarket.Beingabletoupweight ordownweightaccordingtoalivedatasetsuchasfootfall orstockforexample,orevenpauseandreactivatea campaignentirely”JamesTrott HeadofProduct

75、,MatterkindUK(IPG)“Youcanactivateacampaignlastminuteandoptimiseorputitonstandby,thisissomethingwedofrequently.WithprogrammaticDOOHyoucantargetonlythescreensthatyouwantandinthetimethatyouwant.Youhavetheagilityandflexibilitytomakedecisionsquitequickly”KaoutarBenazzi ChiefProgrammaticOfficer,HavasFranc

76、e“Weseesignificantupliftsinfootfallandbrandmetricsaswellassalesuplift.ProgrammaticOOHcandrivealltheseareasaswellasprovidingspecificprogrammaticbenefitsaroundflexibility,agility,andtheapplicationofgranulardata”AlysDonnelly HeadofProgrammatic,KineticUK“YoucanbemoreflexibleinaligningprogrammaticOOH toy

77、ourstrategicgoals,comparedwithclassicbookings.Withdataonrelevanttargetgroupsegments,youcan scaleaudiencesandbuilduphighlocalandnationalreach.Youcanalsoachievegreaterrelevancethroughcontextuallyrelevantmessagingandmessagingspecifictoacertainlocation.Programmaticisindispensableifyouwantto exploitthese

78、opportunities”LearcoOestereich GroupManagerDOOH,areasolutions,Germany“Ihaverarelyheardanyoneraveaboutamobilebannerad.OOHconsistentlyperformswellfordrivingattention,interestanddesirebutresearchandbetterattributionmethodsshowitsincreasinglyeffectiveatdrivingaction”Adrian Witter ProgrammaticOOH&Partner

79、shipsLead,KineticUS“State of the Nation 2022Global white paper16Moreover,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,advertisers are taking advantage of the ability

80、 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,itsnosurprisethatexecutivescontinuetoselectDOOH(43%)andprogrammaticDOOH(40%)astwoofthetopthreemediatypesdevelopingthemostinnovativeopportunitiesfo

81、radvertisers.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 we have asked media professionals about programmatic DOOH specifically.Notes:1)Social media includes Facebook

82、,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 TV excludes TV advertising served via the internet 6)%refers to YOY changeSource B7.Which of these m

83、edia are developing the most innovative opportunities for advertisers?Base size all respondents(1023)You have the agility and flexibility to make decisions quite quickly“Social mediaDigital video advertisingDigital OOHDigital audioIn-app advertisingBroadcast TVDisplayProgrammatic DOOHMobileSearchTra

84、ditional OOHPrintConnected TVRadio54%43%40%39%39%37%37%36%10th in 202135%8th in 202134%6th in 202125%9th in 202124%11th in 202117%10%State of the Nation 2022Global white paper17“ThereisrealpotentialforinnovationwithinDOOH.ParticularlyfromacreativeperspectiveandwhatspossiblewhenusingAPIstotriggeracti

85、vityinrelevantmoments.EffectivenesswillalwaysincreasewhensupportedbycontextandtheskyisthelimitasBAdemonstratedbackin2013”JamesTrott HeadofProduct,MatterkindUK(IPG)“WevebeenabletogrowprogrammaticDOOHintheUSatasubstantialrate.Programmaticopensthedoortomulti-format,multi-environmentmediaactivations.The

86、rearegyms,malls,restaurants,officebuildings,taxis,ahostofalternativequalityplacementscreensintheUSthatmakeuptensofthousandsofinventoryoptions.Thatvarietyandtheabilitytohaveadensityofscreensinkeymarketsgivesprogrammaticbuyinganadvantage.Themarketishighlyfragmented,withdozensofmediaownersaccessiblepro

87、grammatically,thatwouldprovelogisticallychallengingtoreplicateonatraditionalplan.Programmaticconsolidatestheinventorytogether,anditcancoveralmostallformats,whichisahugebenefit”Adrian Witter ProgrammaticOOH&PartnershipsLead,KineticUS“Therearealotofinnovativepossibilitieswiththischannel.Itsinherentlya

88、verycreativeandopenchannelwhichgivesbrandsopportunitiestobeplayfulandengagedirectlywiththeiraudience”AlysDonnelly HeadofProgrammatic,KineticUK“Programmatic opens the door to place-based advertising that isnt available in a meaningful way otherwise“State of the Nation 2022Global white paper18Programm

89、atic DOOH as part of the omni-channel media mix5Bought 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 last 12 months typically been bought?

90、Base size:all who place PDOOH total(454),agency(227),advertiser(227)Bought by Managed Service DSP teamTotalMedia agencyAdvertiser58%63%53%58%60%56%47%51%43%24%26%23%+4%pts vs 2021+8%pts vs 2021+1%pts vs 2021+5%pts vs 2021+3%pts vs 2021+7%pts vs 2021-1%pts vs 2021+3%pts vs 2021-4%pts vs 2021How has t

91、he programmatic Out-of-Home advertising you have placed/planned or bought in the last 12 months typically been bought?Today,itisstandardpracticeforadvertiserstotakeanomni-channelapproachwhenplanningandbuyingprogrammaticcampaigns,andthisisnowextending toincludedigitalout-of-home.Buying programmatic D

92、OOH 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,enabling them to reinforce campaign messaging and build frequency.In the same way,a single view

93、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 strategy is reflected in the teams that are buying programmatic DOOH.Thisyearmediaexecutivesarere

94、portingadecreaseinbuyingthroughOOHteams(-1%pts)andanincreaseinbuyingthroughdigital/programmaticteams(+5%pts)State of the Nation 2022Global white paper19“Programmaticisanintegratedpartofourholistic OOHplanningandisalsousedaspartofcross-media all-screencampaigns”KimRingler DirectorDataSolutions,areaso

95、lutions,Germany“Outofhomeworkswellwithalotofdifferentchannels,likemobileanddigitalaudio.Brandsarecottoningontotheideaofrunningcrosschannelandtryingtobuildthebenefitsofrunningacrosschannels,ordoingthatinamorejoinedupway”AlysDonnelly HeadofProgrammatic,KineticUK“AtDentsuwehavebuiltateamthatconsistsofb

96、othOOHandprogrammaticexpertstohelpourclientsnavigatethisevolvingandexcitingspace”LeiaReuter ManagingPartnerOOH,DentsuUK“ClientsaretrialingprogrammaticDOOHininanomni-channelmixtodriveactionaspartofperformancecampaigns.WithprogrammaticDOOHmessagingcanbeadaptedbasedonthelocationofthedisplayandthemindse

97、tsassociatedtothepeoplebasedonthetime andvenue.Weconsiderallthoseattributesandadviseclientsadjustmessagingtoencourageactivation,suchassearchacrossGoogle,orscanaQRcode.Wecanoptimizebasedonbasicinformationlikewhenimpressionsarebeingdeliveredtoanalyticsstudies,footfall,appdownloads,evenwebsitevisits.So

98、inthatsense,programmaticDOOHbridgesthegapbetweenphysicaladvertisinganddigital”Adrian Witter ProgrammaticOOH&PartnershipsLead,KineticUS“Brands are cottoning on to the idea of running cross channel“State of the Nation 2022Global white paper20As such,channels that can be bought programmatically remain

99、the most popular channels to run alongside programmatic DOOH,withexecutivesselectingsocialmediaasthemostlikelypairingforbothperformance(56%)andbrand-ledcampaigns(51%),closelyfollowedbydigitalvideoadvertisinganddigitalaudio.6Thinking about performance/brand-led campaigns,which channels would you cons

100、ider running programmatic DOOH alongside?NB.Unless otherwise indicated,rankings stayed the same as last yearSocial mediaDigital video advertisingDigital audioDigital OOHBroadcast TVIn-app advertisingSearchDisplayMobileConnected TVTraditional OOHPrintRadio51%42%41%41%39%37%36%34%32%23%24%18%11%56%46%

101、42%40%39%38%34%34%30%26%23%14%13%5th in 20214th in 20217th in 20218th in 20219th in 202110th in 202111th in 20214th in 20215th in 20217th in 20219th in 202110th in 202111th in 2021Notes:1)Social media includes Facebook,Instagram,Twitter etc.2)Digital audio includes streaming audio,streaming and podc

102、asts 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:D1/D2 Thinking about performance/brand-led campaigns which channels would you consider running progra

103、mmatic DOOH alongside?Base size all respondents(1023)Audio is a popular channel to combine programmatic DOOH with,along with social media and display“111213BrandPState of the Nation 2022Global white paper21“WesellprogrammaticDOOHinordertohavean omni-channelexperience.Sotypicallyitsalongsi

104、de CTV,mobile,anddisplay”JamesLambert HeadofSightline,GroupMAustralia“Wehaveclientswhoinvestinprogrammaticcapability tohelpmanageReach&Frequencycross-channel,includingDOOH.Matterkindiswellpositionedtounderstandwhohasbeenexposedtowhatusingcommonidentifiersandgraphs,andweusethistooptimisethemediatouch

105、pointsofacampaigninflight”JamesTrott HeadofProduct,MatterkindUK(IPG)“Today,ouragenciespropose360solutionsforclientneeds,soanomni-channelapproach.Wefindthatacompletesolutionwithrepetitionofmessageacrossmanycustomertouchpointsismosteffective”LaurentFerreira ChiefPublicityOfficer,GroupeSudOuest,France“

106、AudioisapopularchanneltocombineprogrammaticDOOHwith,alongwithsocialmediaanddisplay.Thoseareafewkeyareaswhereweareseeingcross-over”AlysDonnelly HeadofProgrammatic,KineticUK“OOHhelpstocreatemoreimpactinotherchannels.ItsgenerallyagreedthatOOH,socialandTVamplifyeachother.Runningthosetogetherprovidesmass

107、ivedividendsintermsofinfluencingintentiontopurchase”Adrian Witter ProgrammaticOOH&PartnershipsLead,KineticUS“Its generally agreed that OOH,social and TV amplify each other“State of the Nation 2022Global white paper22Demonstrating the importance of an omni-channel strategy,3 out of 4 media profession

108、als make the decision to include programmatic DOOH during the early stages of the campaign planning and activation process,with25%decidingtoincludeitduringthecampaignideation/strategizingphase,and49%whileplanningthemediaandallocationofbudgets.“WehaveateamofOOHandprogrammaticexpertsworkingtogether.Pr

109、iortothat,programmaticDOOHsatmorewiththetraditionalOOHteam,butthegoalforprogrammatic DOOHspecialistsistogetinvolvedmoreinthestrategyandplanninglayerwithintheagencybeforeitgetstotheinvestmentteams,thatwaywecanreallyunderstandwhereitfits,andtheopportunityfortheclient”JamesLambert HeadofSightline,Group

110、MAustralia“ManyclientsaredevelopingastraightforwarddecisiontreeofwhenprogrammaticDOOHshouldbeconsideredforthem.ThereareincreasingrequestsforprogrammaticDOOHattheplanningstage,basedonanomni-channelactivation,oramoredynamictriggerbaseddelivery;whenclientsspecifythat,wealwaysrecommendprogrammatic”Adria

111、n Witter ProgrammaticOOH&PartnershipsLead,KineticUS“7While planning a campaign,when in the media planning process is the decision to include programmatic digital out-of-home typically happening?TotalMedia agencyAdvertiser25%26%23%While deciding overall campaign strategy and objectives49%50%48%While

112、planning the media and allocating the budget18%17%19%While buying the media andactivating the campaign8%7%9%While analysing and optimising campaign performanceNotesSource:C8.While planning a campaign,when in the media planning process is the decision to include programmatic digital out-of-home typic

113、ally happening?Base size:all respondents(1023)agency(517)advertiser(506)State of the Nation 2022Global white paper23Full funnel activationAdvertisersuseprogrammaticDOOHforbothbrandandperformanceobjectives,dependingonthespecificgoalsandrequirementsofeachindividualcampaign.Programmatic is generally co

114、nsidered 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 with digital performance marketing and lower funnel conversions.“Thereisnodistinction,weuseprogrammaticDOOHforbothbr

115、andandperformance,justlikedigital”KaoutarBenazzi ChiefProgrammaticOfficer,HavasFrance“Wetakeanaudience-ledapproach;somearemorebrandfocused clients,somemightneedmoreflexibility.Thereisanelementof bothperformance,andbrandin thischannel”JamesLambert HeadofSightline,GroupMAustralia“Inourregion,thereisah

116、ugefocusonbranding.However,weworkwithlocalclientsthatexpectROIandcommercialperformance,whichistodrivesales.So,weuseprogrammaticDOOHforboth,forbrandandfordrivingtothestore”LaurentFerreira ChiefPublicityOfficer,GroupeSudOuest,France“State of the Nation 2022Global white paper24There is no distinction,w

117、e use programmatic DOOH for both brand and performance“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(59%).Thisisexpectedtocontinueinto2023,withperformancefocusedcampaigns

118、predictedtotakethelionsshareofbudget,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%performance Equal 50%brandIn18monthsNow59%ADVERTISING BUDGETS CURRENTLY SKEW TOWARDS

119、 PERFORMANCE SPEND63%16%21%59%18%+6%ptsvs 2021-8%pts vs 2021-8%pts vs 2021+11%pts vs 202123%+2%pts vs 2021-3%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 performance vs branding b

120、udgets in 18 months time?Base size:all respondents(1023)State of the Nation 2022Global white paper2525Expected demand for programmatic DOOH Asoutlinedabove,demandforprogrammaticDOOHisexpectedtocontinuetogrow.Nearly60%ofcampaignsareexpectedtoincludeprogrammaticDOOHoverthenext 18months,accordingtoexec

121、utives.Defining thenew landscape 9Proportion of campaigns executives have planned,bought or placed programmatic DOOH in the last/next 18 months?51%Last18months57%Next18monthsNotes:Source:C6.Think of the campaigns youve worked on in the past 18 months,for what proportion have you planned,bought,or pl

122、aced 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(1023)+4%ptsvs 2021+1%ptsvs State of the Nation 2022Global white paper26“Clientswillcontinuet

123、ouseit,astherearedefiniteadvantages,althoughIfeellikethereareplenty ofclientsthatcouldandshouldbeusingitthathaventyet,soIdothink itwillcontinuetoincrease”MartinPorter,HeadofOOH,DentsuUS“Weseeclientsunderstandingmorearoundwhatthechannelcando.Wealsoseegreatersophisticationintheuseoftheavailabletools,w

124、hetherthatbeinrelationtocreative,data,orotherareas.PeoplearegettingmoreandmoreexcitedaboutthispartoftheworldandIthinkthiswilldefinitelycontinue”AlysDonnelly HeadofProgrammatic,KineticUK“ThevolumeofprogrammaticDOOHcampaignswillcontinuetogrow,andwiththat,therelevanceofprogrammaticDOOHbothinholisticOOH

125、planningandcrosschannelplanningwillalsogrow”KimRingler DirectorDataSolutions,areasolutionsGermanyIn addition,19%(+3%pts vs 2021)of executives believe that advertising investment in programmatic DOOH will more than double(101-200%)over the next 18 months.“10How do you think your advertising investmen

126、t will change in the next 18 months?0%Digital OOHProgrammatic DOOH7%7%75%74%19%20%+4%vs 2021-8%vs 2021+5%vs 2021-8%vs 2021+4%vs 2021+3%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 respondent

127、s(1023)19%OF EXECUTIVES BELIEVE THAT ADVERTISING INVESTMENT IN PROGRAMMATIC DOOH WILL MORE THAN DOUBLE(101-200%)OVER THE NEXT 18 MONTHSState of the Nation 2022Global white paper27Advertisers appreciate that this growth will come with a steep learning curve for some,and many are planning on investing

128、 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.“Wewanttogothroughaperiodofincreasedinvestmentinthechannelunderthecontextof“testandlearn”,tounderstandwhatispossible.ThegrowthofprogrammaticOOHshouldbedetermine

129、dbysuccessesandfailuresofthosecampaignswhichareinformedbydata”JamesTrott HeadofProduct,MatterkindUK(IPG)“Ithinkweregoingtogothroughaperiodwherewewanttotakeriskstotestandlearninordertounderstanditfully.Inordertoeducateclientsaboutthebenefits,weneedtobeginwithtest andactivation”KaoutarBenazzi ChiefPro

130、grammaticOfficer,HavasFrance“ProgrammaticisagreatopportunitytoreassesshowweplanOOH,butweneedtoaggressivelytestitandfindhowmuchmoreeffectivethemediumbecomesthroughthischannel.Asanindustry,weneedtolookatwhethertheefficiencymakesitmoreeffective”LeiaReuter ManagingPartnerOOH,DentsuUK“I think were going

131、to go through a period where we want to take risks to test and learn in order to understand it fully“State of the Nation 2022Global white paper28In-house investmentInlinewiththeexpecteddemandoutlinedabove,90%(+6%ptsvs2021)ofmediaexecutivessaythattheywillinvestinbuildingprogrammaticDOOHexpertisein-ho

132、useoverthenext18months,withmanyhopingtogrowprogrammaticDOOHteamsandupskillprogrammaticandOOHdesks.“Weveinvestedinsophisticatedtechnology,anddata,butwewanttopushouruseofthetechcapabilitieseven further to deliver dynamic contentoptimisation,andwewanttobemoreomni-channelintermsofoursystemsworkingtogeth

133、er.Wewantittobemoreseamless”JamesLambert HeadofSightline,GroupMAustralia“Inlinewiththemarket,ourprogrammaticDOOHteamwill growinthenext12months”LaurentFerreira ChiefPublicityOfficer,GroupeSudOuestFrance“11Thinking about how you expect to place programmatic digital out-of-home advertising in the next

134、18 months,to what extent do you agree or disagree with the following statement?We will invest in building our programmatic digital Out-of-Home expertiseTotalMedia agencyAdvertiser90%90%90%+6%pts vs 2021+5%pts vs 2021+7%pts vs 2021Notes:Source:C10.Thinking about how you expect to place programmatic d

135、igital 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(1023)agency(517)advertiser(506)State of the Nation 2022Global white paper29291 More widespread understanding of programmatic DOOH Giventhealignmentinpla

136、nningandbuyingofprogrammaticDOOHalongsideotherprogrammaticactivity,itisnosurprisethatinvestmentinwidespreadeducationwillunlockfurtherspendinthechannelbyhelpingadvertiserstobetterunderstandthekeybenefitsofprogrammaticDOOHandenablingthem,inturn,tocommunicatethosebenefitstoclientsandteams.Central to th

137、is education piece is sharing best practices in data activation and providing information on how to measure the ROI of programmatic DOOH campaigns.45%of agency executives feel that best practices in using data for programmatic DOOH would help them to better understand the channel,and 42%of advertisi

138、ng executives said that they would like to know more about how to accurately measure the ROI of their programmatic DOOH campaigns.Overcoming barriers to State of the Nation 2022Global white paper30As a sign of the channels evolution,in2021advertiserswantedaclearerunderstandingofhowprogrammaticDOOHfi

139、tswithinamulti-channelcampaign(ranked#1 in 2021),and for standards in programmatic DOOH to be clearly articulated(ranked#1 in 2021).However,in 2022,advertisers seem to be less concerned with these foundational considerations and more focused on refining programmatic DOOH campaigns through bestpracti

140、cesfordataactivation,andaudienceandsector-specificinsights.12Which,out of the following,would help you learn more about programmatic DOOH advertising?NB.Unless otherwise indicated,rankings stayed the same as last yearNotes:Source:D4.Which,out of the following,would help you learn more about programm

141、atic DOOH advertising?Base size(1023),media agency(517),advertiser(506)Best practices for using data for activation of programmatic DOOH campaignsInformation on how to measure ROI of programmatic DOOHInformation on cross channel measurement or attributionTraining on benefits of programmatic DOOHSect

142、or-specific insights for programmatic DOOHAudience-specific insights for programmatic DOOHClearer understanding of how programmatic in OOH fits within a multi-channel campaignCase studies for programmatic DOOHStandards for programmatic in DOOHTraining on digital DOOHTotalMedia agencyAdver

143、tiser41%45%38%41%40%42%38%37%40%38%39%37%38%41%35%37%40%33%36%39%34%34%32%35%32%35%29%26%27%25%3rd in 20213rd in 20211st in 20211st in 20216th in 20215th in 20213rd in 20214th in State of the Nation 2022Global white paper31“Educationisimportant,anditsnotjustaboutthetech.Digitalspecialistsandtraditio

144、nalOOHspecialistswillhaveadifferentviewonprogrammaticDOOHandwhereitsits,soitsaboutmakingsureeveryonegetsonthesamepageandcollaborates”JamesLambert HeadofSightline,GroupMAustralia“OOHbuyersneedtocollaboratewithbuyersinotherchannelstoprovethevalueofprogrammaticDOOH,andcarrythatmessagetoclientswith auni

145、fiedvoiceandrobustproofpoints”Adrian Witter ProgrammaticOOH&PartnershipsLead,KineticUS“WevegotquitealotofworktodoaroundeducatingclientsabouttheopportunitiesthatexistwithprogrammaticOOH.Asanindustry,weneedbefocusedonprovidingevidenceofthevalueoftheseopportunities,andthenwecansellthattoclients”LeiaReu

146、ter ManagingPartnerOOH,DentsuUK“IthinkthereisstillsomefurthereducationworkthatweallneedtodointhisspacearoundshowinghowprogrammaticOOHfitsthechangingneedsofbrandsanddeliversvalueintheseareas”AlysDonnelly HeadofProgrammatic,KineticUK“OOHteamsaresometimesnotconsultedinthestrategicplanningprocess,andthe

147、responsibilityflowsthroughdigitalteams,whohave therightideaaboutincorporatingDOOHbutlacktheexpertisetocrafttheappropriatestrategicplan.TheydontalwayshavethetimeorchannelexperiencetoidentifywhatconstitutesarobustcampaignplantomaximizeOOHeffectiveness.Ultimately,tosupportchannelgrowth folksfromOOHandp

148、rogrammaticdisciplinesneedtofindcommongroundonwhereandhowOOHcanbeusedtomaximizeoverall campaigneffectiveness”Adrian Witter ProgrammaticOOH&PartnershipsLead,KineticUS“State of the Nation 2022Global white paper322 Measurement and Case Studies TocomplementeducationonthebenefitsofprogrammaticDOOH,advert

149、isersandagencyexecutiveswouldliketoseemediaownersproducingmorecasestudieswithmeasurableresults.ManyfeeltheycoulddoabetterjobofcommunicatingtheeffectivenessofprogrammaticDOOHtoclientsandcolleaguesiftheyhadasetofwidelyaccepted,robustmetricsandcasestudiesthatcelebratedkeysuccessesaswellasdetailingtheRO

150、IachievedandimpactonkeyKPIs.Cross-channel attribution is a pervasive issue across all media types and is not a challenge specific to programmatic DOOH.As highlighted in Exhibit 12,2 out 5 media professionals would like more information on cross-channel measurement and attribution in order to demonst

151、rate programmatic DOOHs impact within an omni-channel campaign.“Havemorecasestudies,moreproofsofconcept,andmoremeasurementstoprovetheimpactonbrandingandperformance.CPMsonprogrammaticDOOHarehigherthanonothermediums,soweneedthosestudies toshowitsimpact”KaoutarBenazzi ChiefProgrammaticOfficer,HavasFran

152、ce“Wehavemoreproofpointsonwhy itsbettertoactivatethisway,butmoresuccessestotalkaboutwillreallyhelp”JamesTrott HeadofProduct,MatterkindUK(IPG)“We need studies to show its impact“State of the Nation 2022Global white paper33“Themarketisthereandtheappetiteisthere,butagood,sophisticatedattributionmodelwo

153、uld bereallyvaluable”SamBuchanan CEO,IndependentMediaAgenciesAustralia“Weneedmoresophisticatedandalignedmeasurement.Weareworkingacrossseveraltypesofscreens,withdifferentpublishersandmethodologies;itshardtoimplementaconcretemethodtoanalysetheaudiencefortheclient”KaoutarBenazzi ChiefProgrammaticOffice

154、r,HavasFrance“Crosschannelattributionisunbelievablyhard.Intermsofconversion,youknowthattheyhave beenhitbyOOH,exposedtosearchandsocial,butunderstandingthevaluethateachonehastoconversion,itsincrediblydifficult”JamesTrott HeadofProduct,MatterkindUK(IPG)“Inaneconometricmodelitisoftendifficulttomeasureth

155、eimpactofDOOH,especiallywhenyouarebuyinglighterweightcampaigns.WeneedtofindawaytoprovetheimpactprogrammaticDOOHhasatalocallevel”LeiaReuter ManagingPartnerOOH,DentsuUK“We need to find a way to prove the impact programmatic DOOH has at a local level“State of the Nation 2022Global white paper34“Crossch

156、annelattributionisnotjustanOOHissue,itsanissueforallchannels.Theresstillsomefurtherworktobedoneheretoensureeachchannelisbeingfairlyrepresentedintermsoftheircontributiontotheoutcomesofthecampaign”AlysDonnelly HeadofProgrammatic,KineticUK“Thetechnicaldevelopmenthashappenedfasterthanthedevelopmentofper

157、formancemeasurement.Performancevaluesneedtobearticulatedandcampaignmeasurementneedstobeimproved.ComparabilitywithotherprogrammaticchannelsintermsofKPIevaluationisveryimportantforclients,andtheyareincreasinglydemandingit”LearcoOestereich GroupManagerDOOH,areasolutions,Germany“Lastclickattributionrema

158、insagrowthdriverforonlinemediachannels.WithadvancedattributionanddeliverycapabilitiesinprogrammaticDOOH,clientscanincorporatethechannelintomorerobustmulti-touchattributionmodels.Thesemodelsenableanalysisfromexposuretodemonstrateconversionandretentionacrossanentirespectrumofmediachannels.Whilstdoings

159、oatscaleinagranularwayisreallychallengingevenforthebestanalyticsteams,thisisincreasinglybecomingastandardpracticethatwillonlygeteasierandthereforeincreaseovertime.Atthemoment,weareveryadeptatlookingatamacroleveli.e.seeingthatclientinvestmentinOOHandsocialprovided3timesreturnonROIbutdrillingdownfurth

160、erthanthatisdifficult.Thetoolsandmeanstodothatarebeingdeveloped,andwerenotthereyet,butthatsokay.ThefactthatOOHisacornerstonepartoftheseattributionstudiesnowisawinforthechannel.WevebeenbuildingtheattributioncredentialsforyearsandwehaveyearsworthofdatatoshowthatOOHisakeycontributortobusinessKPIsandcam

161、paignsuccess”Adrian Witter ProgrammaticOOH&PartnershipsLead,KineticUS“The fact that OOH can even be a part of these attribution studies is a win for us“State of the Nation 2022Global white paper353 Precision targeting and real-time audience data Thisyear,mediaprofessionalsidentifiedtheprovisionofrea

162、l-timedata(ranked#1)askeytoimprovingthevalueof,andboostinginvestmentin,programmaticDOOH.Thisisanotabledeparturefrom2021,whenadvertisershighlightedtheneedformoredatatodrivedirectresponsecampaignsascentraltofacilitatinggrowthinthechannel.However,advertisersnowplacethislowerintheirrankingofpriorities(r

163、anked#6in2022vs#2in2021),signallingashiftinadvertiserprioritiesastheybecomemoreadvancedintheirplanningandbuyingofprogrammaticDOOH.In light of the increasing alignment of programmatic DOOH with other programmatic digital channels,it is unsurprising that brands are also keen to get their hands on as m

164、uch data as possible in order to build out multi-layered audience segments and improve the efficacy of campaigns.Thus,executives believe that a wider scope of audience data(39%)plus additional targeting options(38%)would give programmatic DOOH more value and prompt an increase in investment.Real-tim

165、e audience data to enable dynamic creative optimisation is massively important“State of the Nation 2022Global white paper3613Which 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,rank

166、ings stayed the same as last yearReal-time audience data38%More audience dataMore options around precision/targeting of the campaigns in the marketMore cost efficiency from the marketVisibility on impact on other digital media channelsMore data to direct responsesMore tangible metrics around the cha

167、nnel to demonstrate valueMore behavioural/visitation/mobility dataDynamic creative/dynamic creative optimisationSituational dataProximity dataThird party ad verification“Real-timeaudiencedatatoenabledynamiccreativeoptimisationismassivelyimportant”JamesLambert HeadofSightline,GroupMAustralia“1st in 2

168、0212nd in 20215th in 20214th in 20215th in 202142%44%41%39%42%35%38%40%35%36%34%38%35%36%33%33%34%33%33%34%31%33%36%30%32%33%31%31%35%27%28%30%26%26%28%24%1112Notes:Source:C6.Which of the following would you like to see in order to give programmatic DOOH campaigns more value and make you

169、invest more?Base size all respondents(1023)agency(517)advertiser(506)TotalMedia agencyAdvertiser5th in State of the Nation 2022Global white paper37In terms of types of audience data that advertisers perceive to be most valuable,media executives say that shopping behaviour(54%)and socio-demographic(5

170、3%)data are the most useful data sets to employ in the targeting of programmatic DOOH campaigns.“Everybriefisdifferentsowhattheemphasisshouldbeintermsofdataorexecutionisgoingtovarydependingonwhattheclientneedsatthatparticulartime.Itsatestamenttotheflexibilityofthechannelandthewaythatithasevolvedthat

171、wecandothat”AlysDonnelly HeadofProgrammatic,KineticUK“14Which of the following types of audience data would be most useful in targeting programmatic digital out-of-home campaigns?54%57%51%Shopping behaviour/types53%54%53%Socio-demographic data50%49%51%Socio-economic data41%43%39%Product affinitiesTo

172、talMedia agencyAdvertiser34%37%32%Travel behaviour 54%OF MEDIA EXECUTIVES SAY THAT SHOPPING BEHAVIOUR IS THE MOST USEFUL AUDIENCE TARGETING DATANotes:Source:C6.1.Which of the following types of audience data would be most useful in targeting programmatic DOOH campaigns?Base size all respondents(1023

173、)agency(517)advertiser(506)State of the Nation 2022Global white paper3838Theresultsofthesesurveysfromover1000mediaexecutivesgloballyareclear,showingthatthefutureforprogrammaticDOOHlooksbright.Withnearlyall(94%)mediaprofessionalssurveyedsettoretainorincreaseinvestmentinthechannel,demandisexpectedtoco

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

175、matic 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 advertisers have continued to take advantage of this flexibility post-pandemic.Furthermore,the ability to pivot and switch on/off program

176、matic DOOH campaigns as required is likely to become even more compelling as we collectively navigate new norms in working and socialising habits,and a potentially precarious economic outlook.SState of the Nation 2022Global white paper39The ability to target out-of-home audiences with laser precisio

177、n is likely to persist as a key driver of programmatic DOOH adoption,with the potential to overlay real-time audience data to inform activation,an exciting prospect for many.As advertisers pursue an omni-channel approach to planning and executing programmatic activity,programmatic DOOH is sure to ta

178、ke 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,digital video,and digital audio.Advertisers that have consistently i

179、nvested 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 becoming increasingly important to offer robust

180、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 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