1、State of the Nation 2023Mainland China white State of the NationProgrammatic DOOH 2023Mainland China white State of the Nation 2023Mainland China white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic DOOH as part of t

2、he omni-channel media mix Full funnel activation03 Definingthenewlandscape(WhatisnextforprogrammaticDOOH?)Expected demand for programmatic DOOH Future investment04 Overcomingbarrierstoadoption More widespread understanding of programmatic DOOH Evaluating advertising impact Measurement and data granu

3、larity05 SummaryCState of the Nation 2023Mainland China white paper3InMarch2023,VIOOHpartneredwithMorketingResearchInstitutetosurvey105agenciesandadvertisingexecutivesontheadoptionofprogrammaticdigitaloutofhome(DOOH)inmainlandChinamarket.Compared to the global market,the development of programmatic

4、DOOH in mainland China is still in its early stages,yet due to the increasing demand for precision and flexibility,programmatic is accelerating the empowerment of the DOOH market in mainland China.The value of programmatic DOOH has been recognized for achieving both performance and branding goals.At

5、 the same time,its strategic position in omni-channel marketing is irreplaceable,showcasing the synergy it has with other digital channels such as social media,digital audio and lift/building interiors media in covering the entire funnel.Currently,most industry professionals are optimistic about the

6、 future of programmatic DOOH,but they lack a deeper understanding of its specific applications such as data metrics,measurement and audience analysis.Therefore,in terms of investment value evaluation,the industry generally needs more tangible indicators to prove its value.This also indicates that th

7、e current mainland China market still lacks the popularity and education of related technologies,and the industry awareness is relatively low.Despite facing certain obstacles,the growth trend of programmatic DOOH in 2023 is still promising,and demand is expected to grow rapidly.In addition,the indus

8、try is actively deploying the technological foundation of programmatic DOOH,and nearly 90%of industry professionals are set to increase investments to build internal expertise.ExecutivesummaryThe programmatic DOOH(digital out-of-home)in this report refers to digital out-of-home media that is traded

9、and placed based on automation technology.Unlike lift/building interiors media,DOOH in this report specifically refers to media formats based on outdoor digital advertising billboards“State of the Nation 2023Mainland China white paper4Todayinthefiercecompetitionforadplacementsintheinformation-overlo

10、aded online environment,advertisers urgentlyneeddifferentiatedmediachannels,inorderto standout.Atthesametime,withthefadingnegativeimpact ofthepandemicandtherecoveryofofflinescenarios,advertisers arenaturallyrefocusingonoutdooradvertising.Advertisers have increasingly demanding requirements for preci

11、sion targeting which traditional OOH and DOOH have historically been unable to meet,thereby opening the door for new technologies.With the development of digital and intelligent technologies,programmatic has empowered DOOH in recent years,bringing more precise buying methods.Faced with pressure from

12、 the macro environment in recent years,advertisers have tightened their marketing budgets.Due to flexible placements and the quantifiable effects of programmatic DOOH,advertisers can more accurately allocate their advertising budgets.With advanced data capabilities,programmatic DOOH is helping adver

13、tisers access target audiences at the right time and in the right place based on consumer behavior patterns,driving campaign effectiveness.At the same time,advertisers can pivot and switch programmatic DOOH campaigns on or off as required in a short period of time,based on the dynamics of market act

14、ivities,continuously optimising their advertising campaigns.Currently,programmatic DOOH not only has the advantage of automated buying,but also has significant advantages in precise targeting and performance management.However,compared to the international market,this field is still in its nascent s

15、tage in mainland China and has a lot of room for development.Following the 2022 State of the Nation report in the UK,US,Australia,Germany,and France,VIOOH partnered with Chinas Morketing Research Institute to survey targeting advertisers,media agencies,and research institutions to understand the ind

16、ustrys current views on programmatic DOOH and its position in brand omni-channel marketing strategies.Through in-depth industry insights,this report outlines the development of programmatic DOOH in the mainland China market.IState of the Nation 2023Mainland China white paper5Distinctly uniqueProgram

17、matic DOOH:Theapplicationof“programmaticbuying”inonlineadvertisinghasbeenwidelyseen.Withtheadvancementofadvertisingtechnologyanddeepeningofindustrypractice,OOHmediaownershaveenabledprogrammaticbuyinginrecentyears,allowingforitsinclusionintheprogrammaticadvertisingstrategyofadvertisers.Compared to pa

18、per OOH,DOOH encompasses diverse formats,varied content and wide coverage.However,even with traditionally purchased DOOH,advertisers still need to determine the time and creative for campaigns in advance,match target audiences based on expected data,and manually integrate data with other digital cha

19、nnels.Moreover,the impact of advertising on brand and sales,as well as the number of customers reached,can only be measured after the placement.Programmatic DOOH has emerged based on traditional DOOH,which has improved the digitalization of traditional OOH and enabled OOH to be traded automatically

20、and programmatically like online ads.Using demand-side platforms(DSP),purchases are made through private marketplaces(PMPs)or open auctions with real-time bidding to achieve the automated placement of DOOH transactions.Compared to traditional DOOH,programmatic DOOH does not require a fixed time fram

21、e to be set in advance.Advertisers can purchase media inventory in real-time based on placement effectiveness,pivot and switch on/off programmatic DOOH campaigns as required at short notice,and continuously optimise campaigns in-flight.In fact,programmatic not only provides new transaction methods f

22、or DOOH,but also enables advertisers to precisely target specific audiences and optimise campaigns.Based on programmatic technology,different creative content can be triggered in a timely manner based on environmental data(such as weather conditions,audience attributes,and behaviour patterns)and mar

23、ket activities(such as special holidays,promotional offers,and new product launches),achieving precise information transmission and maximising the attraction of target audiences.In terms of performance evaluation,near real-time reporting permits advertisers to observe how locations are performing an

24、d optimise their campaign by moving spend to locations that are performing State of the Nation 2023Mainland China white paper6Current adoption of programmatic DOOHAccordingtotheresultsofVIOOHspreviousStateoftheNationreports,theappetiteanddemandforbuyingprogrammaticDOOHinglobalmarketshavemarkedlyincr

25、easedoverthelastfewyears,anditstechnicalcapabilitieshaveevolvedsignificantlysinceitsinception.Today,throughprogrammaticDOOH,advertiserscanoverlayawealthofdatasourcestotargetaudienceswithlaserprecision.CoupledwiththeflexibilitythatprogrammaticDOOHofferstooptimisecampaignsin-flight,thishasaffordedadve

26、rtisersgreateropportunitiestoaccessrelevantaudienceintherightplaceandat therighttime,bringinghugeopportunities tothemarket.The State Of PState of the Nation 2023Mainland China white paper7“Withtherecoveryofofflinescenarios,peoplesoutdooractivitieswillincrease,whichmeansthattherewillbeanincreaseinado

27、ptionofoutdooradvertisingcomparedtothatbeforethepandemic.Advertisersbrandcommunicationstrategywillalsochangefacedwiththissituation,whichmeansthatanincreasingnumberofadvertisersmaytryprogrammaticDOOH”AssistantPresident LeadingOverseasMediaAgency“Although the pandemic has brought restrictions to offli

28、ne activities,it has also fueled online and programmatic advertising.Advertisers and agencies have become accustomed to the flexibility of programmatic buying,and greatly value the ability that programmatic buying affords to quickly respond to changing consumer behaviour and reach audiences where th

29、ey are.This trend is gradually shifting to the offline world.In2022,24%ofadvertisersandagencieshavealreadyinvestedinprogrammaticDOOH.However,compared to the 51%adoption rate in global markets(including the UK,US,Australia,Germany,and France)last year,programmatic DOOH in the mainland China market is

30、 still in its infancy.24%IN THE LAST YEAR,NEARLY 24%OF CHINA MEDIA PROFESSIONALS SURVEYED HAVE PLANNED,PLACED OR BOUGHT PROGRAMMATIC DOOH IN CAMPAIGNS“Theefficiencyandaccuracyofoutdooradvertisinghavebeenenhancedbyprogrammaticanddigitisation.Withhigherprecision andwiderreachofoutdooradvertising,mores

31、cenariosandopportunitiescanbecreated.Thetrendofprogrammaticanddigitisationempoweringtraditionalmediaisbecomingmoreandmoreapparent”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“Withthegradualincreaseinsocialmobility,thevalueofoutdooradvertisingisfurtherhighlighted.Somepeoplepreviouslybelie

32、vedthatonlinewouldreplaceoffline,orthatthedigitaleconomywouldreplacethephysicaleconomy,butthisisnotthecase.Atthesametime,sometopInternetcapitalhasalsoenteredthefieldofoutdooradvertisinginrecentyears,graduallyintegratingwithofflinemediaresources,andthistrendmaybefurtherstrengthenedinthefuture.Inaddit

33、ion,scenariomarketingisalsoextendingfromtheonlinefieldtotheofflinefieldofoutdooradvertising,bringingeasierresonationwithadvertisementsandstrongeruserexperiences.Thisscenario-baseddisplayisoneoftheimportantcharacteristicsofoutdooradvertising”NewMediaResearcher Well-knownUniversityinBeijing“51%GLOBALS

34、tate of the Nation 2023Mainland China white paper847%50%43%39%37%37%35%37%27%28%31%28%34%26%34%35%25%29%24%31%16%11%19%31%12%10%21%21%15%16%1Which of the following media have you planned,placed or bought in 2022?/Which of the following media are you intending to plan,place or buy in 2023?NB.In previ

35、ous iterations of this report,we asked only about DOOH in general,but this year we have asked media professionals about programmatic DOOH specifically.Have you planned,placed or bought in 2022Intending to plan,place or buy in 2023Demand for programmatic DOOH is expected to continue to grow in 2023.A

36、lthough the adoption rate of programmatic DOOH was not high in 2022,its demand is expected to show significant growth in 2023.24%saidtheyhaveplanned,boughtorplacedDOOHprogrammaticallyin2022,andthisissettoincreaseto31%in2023.Compared to the international market,although the adoption rate of programma

37、tic DOOH in the mainland China is relatively low,it has a faster growth rate.“InChina,theshareofDOOHorprogrammaticDOOHmaybelowerthanthatoftheUnitedStates,butintermsofdevelopmentlevelandgrowthrate,regardlessofnewbusinessmodelsornewphenomena,IbelievethatChinaisleadingglobally.Intermsofthesizeoftheadve

38、rtisingmarket,althoughitstartedrelativelylate,ithasdevelopedrapidly.Atthesametime,outdooradvertisingisalsolinkedtourbanisation.Basedonthescreens,ChinarepresentsoneofthelargestDOOHmarketglobally.Therefore,withthegrowthinDOOH,theinventoryofprogrammaticDOOH willalsoincreaserapidly”MarketingProfessor We

39、ll-knownUniversityinShanghai“Social mediaSearchDOOHLife/Building Traditional OOHIn-app advertisingConnected TVDigital videoMobilePrDOOHBroadcast TVDigital audioPrintDisplayBase size:all respondents(105)RState of the Nation 2023Mainland China white paper9Over 30%of media professionals who plan to inc

40、rease the budget for programmatic DOOH said that they would bring new budgets into programmatic DOOH.2If budget is going to be increased for programmatic digital out-of-home,where is this budget being moved from?Base size:all increasing programmatic DOOH(46)46%OTHER TRADITIONAL CHANNELS33%NEW BUDGET

41、 ADDED 26%OTHER DIGITAL BUGETSEach channel has its own value,and advertisers can try new channels such as programmatic DOOH and continuously explore its value“State of the Nation 2023Mainland China white paper10Drivers of programmatic DOOH adoptionProgrammaticDOOHdeliversarange ofbenefitsforadvertis

42、ers.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 trigger-based buying to quickly react to what is happening in the outside world in real-

43、time.Furthermore,the ability to trigger or target based on contextual data(e.g.weather,location,demographic data nearby)provides brands with certainty that their messaging will have maximum contextual relevance to deliver results.“ProgrammaticDOOHisanewformofoutdooradvertisingthatisbasedonofflinemed

44、iaresourcesandincorporatesdigitaltechnologyorprogrammatictools.Ithasbothofflinemediaresourcepropertiesandonlineprogrammaticfunctions.Itsadvantagesarereflectedinbothaspects,asithasthecharacteristicsofoutdooradvertisingthataredifficulttoskiporblock,andcanalsoachieveacertaindegreeofprecisecommunication

45、basedonprogrammatictechnology”NewMediaResearcher Well-knownUniversityinBeijing“ProgrammaticDOOHcanimprovetheefficiencyandprecisionofoutdooradvertising,creatingmorescenariosandopportunitiesthroughhigherprecisionandreachofoutdooradvertising.Therefore,Ithinkthatthetrendofempoweringtraditionalmediaforms

46、withprogrammaticanddigitaltechnologyisgrowing”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“ProgrammaticDOOHcanbepurchasedbasedonself-setconditionsandaudiencetouchpoints,suchasdisplayingadsduringcertainweatherorsportsevents,eventriggeringplaybackforthemajorityofpeopleinaspecificlocationba

47、sedonreal-timeaudiencedataorspreadingthemessageaccordingtoaspecificstorelocation.Itbringsthecontentclosertotheaudienceandisveryflexible”AssistantPresident LeadingOverseasMediaAgency“State of the Nation 2023Mainland China white paper11“IpersonallypreferprogrammaticDOOHbecauseitcanchoosetotargetaudien

48、cesbasedonmulti-dimensionaldatasourcessuchasdailymarketperformanceorreal-timehotnews.Thistypeofdataenableshighbrandcompatibility,achievingprecisetargetingofthetargetaudience”AssistantPresident LeadingOverseasMediaAgency“ProgrammaticDOOHadvertisingcanhelpusachievecostoptimisation,withhigherbudgetflex

49、ibilityandrelativelylowercostofreachingtheaudience.Inthiscontext,evensmall-budgetmarketingcampaignscanbringhighexposurebasedonlocationselectionandcanbettermatchretailstrategies”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“State of the Nation 2023Mainland China white paper12For media prof

50、essionals who will increase their budget for programmatic DOOH,the majority stated that they did so because this media has high precision,can match target audiences,and ensure brand safety,while also being an integral part of the media mix.In addition,some media professionals stated that programmati

51、c DOOH has excellent measurement and attribution possibilities,and can match target scenarios offline.3You mentioned that you were looking to increase spend for the following in 2023,what are the main reasons for this growth?“ThemostsignificantadvantageofprogrammaticDOOHisitsdeepconnectionwiththeaud

52、ience.With the arrival of the video and fragmentedera,everyonesattentionspanforinformationwillbecomeshorterandshorter.ProgrammaticDOOHknowshowtobetterattract audienceattention”AssistantPresident LeadingOverseasMediaAgency“ProgrammaticDOOHprimarilyaimstoenhancetheefficiencyandprecisionofoutdooradvert

53、ising,creatingmorescenariosandopportunitiesthroughhigherprecisionandreachofoutdooradvertising”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“53%Precision53%Audience targeting49%Brand safety47%Its an essential part of my clients advertising mix42%Measurement and attribution42%Location targe

54、ting Although the development of programmatic DOOH in the mainland China market is at an early stage,a considerable number of media professionals who state they will increase budget for programmatic DOOH will do so because they believe that“the performance of measurement and attribution is excellent

55、”.This indicates that advertisers and agencies who are familiar with programmatic DOOH have affirmed the effectiveness of this channel,but the measurement and attribution methods have not been widespread,and there is a lack of a credible evaluation system.Base size:all increasing programmatic DOOH(4

56、6)State of the Nation 2023Mainland China white paper13Moreover,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 to use dy

57、namic creative(e.g.3D,video,etc.)to deliver relevant messages in real-time and engage with audiences in creative and meaningful ways.“Ipersonallyhavehighexpectationsforthepresentationof3DvideomaterialsinprogrammaticDOOH,whichislackingintraditionalOOH.Itwillbemoreattractiveandmemorablefortheaudience,

58、whichwillgreatlyenhancetheeffectivenessofcommunication.Itwillalsoattractadvertiserstoincreasetheirbudgets”AssistantPresident LeadingOverseasMediaAgency“Afterdigitisation,especiallywiththedevelopmentofartificialintelligencetechnology,virtualreality,andaugmentedrealitytechnology,programmaticDOOHhasalo

59、tofopportunitiestogrowbypartneringwiththesetechnologies.Overall,itushersinaneweraforOOH”ProfessorofMarketing Well-KnownUniversityinShanghai“It ushers in a new era of OOH“State of the Nation 2023Mainland China white paper14Bought by dedicated programmatic Out-of-Home teamBought by digital/programmati

60、c teamBought by Out-of-Home teamBase size:all who placed programmatic DOOH in 2012(26)TotalMedia agencyAdvertiser50%33%88%27%33%13%19%28%0%Programmatic DOOH as part of the omni-channel media mix4How has the programmatic Out-of-home advertising you have placed/planned or bought in 2022?Today,itisstan

61、dardpracticeforadvertiserstotakeanomni-channelapproachwhenplanningandbuyingprogrammaticcampaigns,andthisisnowextendingtoincludedigitalout-of-home.Buying programmatic DOOH alongside other programmatic channels delivers a range of benefits to advertisers.An integrated,omni-channel approach provides ad

62、vertisers with access to the same audience across multiple touchpoints,enabling them to reinforce campaign messaging and build frequency.In the same way,a single view of a campaign enables advertisers to manage frequency capping,as they are able to monitor campaign exposure and turn different channe

63、l activations on and off as needed.Programmatic OOH is still an emerging medium in the mainland China market,and half of the media professionals are planning and buying through specialized programmatic OOH teams,who have not been fully integrated into the entire programmatic process.This is more evi

64、dent in advertisers than media State of the Nation 2023Mainland China white paper15Programmatic DOOH has greatly shortened the conversion path“Thecognitiveprocessofprogrammatic DOOHisfirstcompletedviaconsumerawarenessthroughOOH,andthenreachingconsumers againthroughotherformsandchannels.Thiscansignif

65、icantlyshortentheadvertisingchainandshortentheconversionpath,thusimprovingadvertisingeffectiveness”AssistantPresident LeadingOverseasMediaAgency“Withthedevelopmentofprogrammatictechnology,programmaticDOOHcanachievehigherprecision.Brandscanrotatecreativestoincreaseconversionathighperforminglocations.

66、ProgrammaticDOOHcanutilizedynamic creativesandreal-timedatatoincrease relevancyandconversion”ProfessorofMarketing Well-KnownUniversityinShanghai“Programmaticdigitaloutdoormediacanbeusedasagoodawarenesschannel.Forexample,itcanbeintroducedintheearlystageoflarge-scaleexposure,andtheninthesecondarymarke

67、ting,theaudienceofprogrammaticdigitaloutdoormediacanbematchedwithotheronlinechannelstocarryoutre-marketingorreactivation”AssistantPresident LeadingOverseasMediaAgency“State of the Nation 2023Mainland China white paper16Programmatic DOOH has strategic significance for both performance and brand-led c

68、ampaigns.AmongthemediaprofessionalswhohaveplacedDOOHin2022,60%believeditwascrucialforperformanceconversion,and48%believedit wascrucialforbrandcommunication.5Thinking about performance/brand-led campaigns,which channels would you consider running programmatic DOOH alongside?43%39%42%37%38%43%28%30%25

69、%27%17%15%16%47%44%37%39%35%30%34%30%5%20%16%14%9%Base size:all respondents(105)Note:The ranking is based on the sum of percentage of performance and brandSocial mediaDigital audio Lift/BuildingSearch Mobile Connected TV In-app advertising Digital video advertising Display Broadcast TV RadioPrint Tr

70、aditional OOH 111213Whether in achieving the goals of branding or performance,most advertisers consider social media as the most likely pairing for programmatic DOOH,as a supplement to online channels.Secondly,digital audio and lift/building advertising have outstanding synergistic effect

71、s in terms of performance and branding when paired with programmatic DOOH,extending reach.BrandPState of the Nation 2023Mainland China white paper1713%13%14%When planning a campaign,half of the media professionals stated that they would include programmatic DOOH during the early stages of the campai

72、gn planning process,includingwhiledecidingtheoverallcampaignstrategyandobjectives(34%),andwhileplanningthemediaandallocatingthe budget(24%).6When planning campaigns,when are decisions about programmatic OOH made?TotalMedia agencyAdvertiser34%33%36%While deciding overall campaign strategy and objecti

73、ves23%22%24%While planning the media and allocating the budget18%26%10%While buying the media andactivating the campaignWhile analysing and optimising campaign performanceBase size:all respondents(105)“WewilldevelopaspecialisedprogrammaticDOOHplanwhendecidingontheoverallmarketingcampaign,andhavetrie

74、ditthroughonlineprogrammaticsuppliers”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“Brandrelateddecisionsaremostlymadeatthebeginningoftheyear,andthebrandownerswilltakestockofthebudgetforprogrammaticDOOHfortheyear,anddevelopplansbasedonthepaceofannualpromotion,forexample,pairingkeyproductl

75、aunches,majorholidaysorimportantpromotions,etc”AssistantPresident LeadingOverseasMediaAgency“State of the Nation 2023Mainland China white paper18Full funnel activationBasedondifferentcampaigngoalsandrequirements,programmaticDOOHcan meetadvertisersrequirementforboth brandandperformance.The empowermen

76、t of programmatic extends the comprehensive functions of DOOH,which can achieve different goals from expanding brand awareness,deepening audience engagement,to promoting conversion.“Usually,brandadvertiserscanobtain thebestexposureandtrafficthrough theexposureintensityofbrandproducts.Performance-led

77、advertiserscanuse newuserdatatomatchotheronline mediaforremarketing”AssistantPresident LeadingOverseasMediaAgency“Thescenariosforchoosingbrand-ledandperformance-ledgoalsaredifferent.WhendecidingprogrammaticDOOHcampaignsfornewlylaunchedproducts,weusuallyadoptahigh-profilestrategythatemphasisescommuni

78、cation.Duringthemajorpromotionactivitiesinretailstores,weneedtoattractofflinetraffic,communicatepromotionalpolicies,andfocusonsales-drivencampaigns.Insuchscenarios,programmaticDOOHwillbemoreprecise,selectingdatasuchasgeographiclocationanduserconcentrationmatching.Thecreativesidewillalsofocusoncall-t

79、o-actioncommunication,suchasin-storegiftcollection,etc”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“State of the Nation 2023Mainland China white paper197How does your company allocate the budget for brand advertising/performance advertising in 2022/2023?50%performance Equal 50%brand20232

80、022Base size:all respondents(105)Programmatic DOOH has a role to play for both brand and performance“Although the value of programmatic DOOH in both brand and performance has been validated,advertisers currently place more emphasis on performance-led campaigns,as outlined above.In fact,this also ref

81、lects the overall industry trend:in 2022,advertising budgets skewed towards performance spend(48%),and this is expected to continue into 2023(56%).56%OF ADVERTISING BUDGETS SKEW TOWARDS PERFORMANCE SPEND IN 202319%48%33%31%12%56%State of the Nation 2023Mainland China white paper2020Expected demand f

82、or programmatic DOOH Asoutlinedabove,demandforprogrammaticDOOHisexpectedtocontinuetogrow.Accordingtoresearch,nearly40%ofcampaignsinthemainlandChinamarketareexpectedtoincludeprogrammaticDOOHthisyear.Defining thenew landscape 8Proportion of campaigns executives have planned,bought or placed programmat

83、ic DOOH in 2022/2023?37%202240%2023Base size:all respondents(105)State of the Nation 2023Mainland China white paper219How do you think your advertising investment will change in 2023?Base size:all respondents(105)“Wewillrecommendadvertiserstoadoptthischannelinthefuture”AssistantPresident LeadingOver

84、seasMediaAgency44%NEARLY HALF OF THE MEDIA PROFESSIONALS INDICATED THAT THEY WOULD INCREASE BUDGET FOR PROGRAMMATIC DOOH IN 2023“No budgetDigital OOHProgrammaticDOOH16%17%33%34%50%44%1%5%Decrease budgetRemain the sameIncrease State of the Nation 2023Mainland China white paper22Future investmentNearl

85、y90%ofmediaprofessionalsagreedwiththestatement“WewillinvestinbuildingourprogrammaticdigitalOut-of-Homeexpertise.”10Thinking about how you expect to place programmatic digital out-of-home advertising in 2023,to what extent do you agree or disagree with the following statement.TotalMedia agencyAdverti

86、ser89%93%84%We will invest in building our programmatic digital Out-of-Home expertiseBase size:all respondents(105)“ThefirstdevelopmenttrendislinkingprogrammaticDOOHtotheSmartCity.Atpresent,ourcountryisinvestingheavilyinnewinfrastructure,i.e.,theconstructionofdigitalcities,andprogrammaticDOOHwillhav

87、eaplaceinit.Ourcountrywillfocusonadvertisinginvestmentinthisfield,whichshouldbeoneoftheimportantspacesthatprogrammaticDOOHcanexpandinthefuture.Thesecondpointisabouttheconstructionofcityimage,whichinvolvesbuildingcommercialdistrictsandstrivingtobethefirstplaceforglobalbrands.Itmeansthattherewillbeala

88、rgenumberofcampaignsandbrandshere,whichgivesDOOHalotofroomfordevelopment.Thethirdisrelatedtotheconstructionofcommercialdistricts,parks,orschoolcampuses,whowillconsiderDOOHscreensandprogrammatictradingoftheinventoryinthefuture.Finally,itisbasedonthebrands.Somebrands,asadvertisers,hopetoaccesstheirtar

89、getaudienceintherightplaceandattherighttime,whichinvolvesthedimensionsoftimeandspaceaggregation.Fromamarketingresearchperspective,thisistheconsumerjourney.Forspecificbrands,theywilllaunchcampaignsbasedonthecharacteristicsoftheaggregatedtimeandspace”MarketingProfessor Well-knownUniversityinShanghai“S

90、tate of the Nation 2023Mainland China white paper23231 More widespread understanding of programmatic DOOH GiventhealignmentinplanningandbuyingofprogrammaticDOOHalongsideprogrammaticbuyingofothermedia,itisnosurprisethatinvestmentinwidespreadeducationwillunlockfurtherspendinthechannelbyhelpingadvertis

91、ersandagenciestobetterunderstandthekeybenefitsofprogrammaticDOOH,andenablingthem,inturn,tocommunicatethosebenefitstoclientsandteams.Overcoming barriers to adoptionNearly60%ofmediaprofessionalsbelievethatgaininginsightsintoprogrammaticDOOHindifferentsegmentedindustriescanhelpthembetterunderstanditsap

92、plication.The second most important factor is to understand the synergies of programmatic DOOH in the overall domain,followed by training on its advantages.Compared to the international markets demand for practical aspects,the mainland China market is more focused on the foundational understanding o

93、f programmatic DOOHState of the Nation 2023Mainland China white paper2411Which,out of the following,would help you learn more about programmatic DOOH advertising?Sector-specific insights for programmatic DOOH (e.g.FMCG/CPG,gaming,entertainment)Training on benefits of programmatic DOOHCase studies fo

94、r programmatic DOOHStandards for programmatic in DOOHInformation on how to measure ROI of programmatic DOOHAudience-specific insights for programmatic DOOH Information on cross channel measurement or attributionTraining on DOOHBest practices for using data for activation of programmatic DOOH campaig

95、ns Base size:all respondents(105)TotalMedia agencyAdvertiser57%55%60%50%38%63%47%36%58%43%36%50%39%35%44%39%35%44%39%33%46%35%29%42%30%31%28%28%20%36%As a relatively new way of buying DOOH,the industry is still deepening its knowledge and understanding of programmatic DOOH.Currently,the i

96、ndustry tends to explore programmatic DOOH through basic aspects such as insights,training,and case studies,which also indicates that this channel is still new to most practitioners,and is still in its infancy in China.In the international market,media professionals tend to complement education on p

97、rogrammatic with more granular aspects such as the use of data,ROI indicators,and cross-channel attribution.It is noteworthy that advertisers in the mainland China market have a significantly higher need for understanding programmatic DOOH than agencies.On the one hand,this reflects that brands,as d

98、irect beneficiaries,urgently need to understand the impact of new technologies on their business.On the other hand,it also reflects that advertisers have a relatively insufficient understanding of the application of programmatic DOOH.Clearer understanding of how programmatic in OOH fits within a mul

99、ti-channel campaign State of the Nation 2023Mainland China white paper25“SomebenefitsofprogrammaticDOOHarenotyetwellcommunicatedtomostadvertisers.Currently,largerbrandadvertisersmayuseitmoreoften.Ipersonallysuggestexpandingitspublicitytoattractmorebrandsatdifferentstagesofdevelopment”AssistantVicePr

100、esident LeadingOverseasMediaAgency“Theremaybesomequestionsforbrandowners:HowshouldtheyconsidertheupstreamanddownstreamofprogrammaticDOOH?WhetherprogrammaticDOOHisboughtthroughspecialistagenciesortechnologysuchasDSPs?”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“Afteryearsofdevelopment,cu

101、rrentonlineordigitaladvertisinghasachievedcertainresultsintermsofplacementmodels,communicationchannels,platformconstruction,andhasinitiallyformedafeasibleregulatorysystem.However,programmaticDOOHisrelativelylaterthanonlineordigitaladvertising,whichmakesthecurrentadvertisingstrategyinthisfieldnotclea

102、renough,andthereisstillroomforimprovementincommonmodes,channels,platforms,andotheraspects”NewMediaResearcher Well-knownUniversityinBState of the Nation 2023Mainland China white paper262 Evaluating advertising impactAtpresent,theadoptionofprogrammaticDOOHinChinaisinitsearlystage,andmostadvertisersare

103、stillintestingphase.Many feel they would better understand the effectiveness of programmatic if they had a set of widely accepted,robust metrics that celebrated key successes of programmatic DOOH.“ProgrammaticDOOHismoreofanoveltyforusandhasnotyetbecomeafixedstrategy.Inthefuture,itslogicintermsofexpo

104、surewillbeclearer,butfromtheperspectiveofeffectiveness,itsmeasurementmethodshavenotyetreachedparitywithdigitalprogrammatic”GlobalMediaDirector Fortune500ConsumerElectronicsCompanyAtpresent,programmaticDOOHstillfacesmanyproblems,forexample,HowtoaccuratelymeasuretheROI ofprogrammaticDOOHcampaigns?”New

105、MediaResearcher Well-knownUniversityinBeijing.“IthinkthatthemarketeducationforprogrammaticDOOHstillneedstobeimproved.Forexample,whatkindoftargetingcanIachieve?Comparedwiththeadvantagesofonlinechannels,wherewehavealreadyusedhundredsorthousandsoftargetingmethods,whatarethestandardtargetingcapabilities

106、orprecisioncapabilitiesthatprogrammaticDOOHcanachieve?”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“Firstly,the functionality and usefulness of programmatic DOOH needs to be further communicated to advertisers and consumers.Only once the advertisers are comfortable with the technology,th

107、en different creatives can be used to generate emotional responses from consumers.“State of the Nation 2023Mainland China white paper273 Measurement and data granularity Nearly60%ofmediaprofessionalsbelievethatinordertoincreasetheirperceivedvalueofprogrammaticDOOH,theyneed“moretangibleindicatorsthat

108、provethevalueofthechannel”.Secondly,half of all media professionals want“more options around precision/targeting of the campaigns in the market“.Nearly half of the media professionals also need“more behavioural/visitation/mobility data“,i.e.,insights into the consumer journey,to have a clearer under

109、standing of the role of programmatic DOOH.These three factors are all basic information for programmatic DOOH in the planning stage,indicating that the application of programmatic DOOH is still in the exploratory stage in the current mainland China market.The industry urgently needs to strengthen th

110、e popularization and education of related technologies.Data granularity is a vital indicator“State of the Nation 2023Mainland China white paper28Which 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?More tangible

111、metrics around the channel to demonstrate value More options around precision/targeting of the campaigns in the market More behavioural/visitation /mobility data More cost efficiency from the market Real-time audience data More audience data Visibility on impact on other digital media channels More

112、data to direct responses Proximity data Dynamic creative/dynamic creative optimisation Situational data Third party ad verification61%47%76%51%38%66%45%44%46%45%50%40%39%38%40%31%24%38%31%33%28%30%26%34%21%20%22%20%16%24%18%20%16%1112Base size:all respondents(105)12TotalMedia agencyAdvert

113、iser18%13%24%State of the Nation 2023Mainland China white paper29Target audience data is seen as the most valuable indicator for the industry.Nearly 70%of media professionals want socio-economic data,60%were concerned about the product affinities between the target audience and their own products,an

114、d nearly 60%were interested in socio-demographic data.13Which of the following types of audience data would be most useful in targeting programmatic digital out-of-home campaigns?TotalMedia agencyAdvertiserBase size:all respondents(105)68%62%74%63%56%70%Product affinities56%46%68%Socio-demographic d

115、ata44%42%46%Shopping behaviour 40%36%44%Travel behaviour Socio-economic data“Inadditiontobasicdemographicdata,audiencetargetingandevenjudgmentonpurchasingintentionarealsoneeded.Moreover,theabilitytoachievemoreaccurategeographicaltargetingdata,ortotransferallonlinetargetingcapabilitiestooutdoormediai

116、salsocrucial”GlobalMediaDirector Fortune500ConsumerElectronicsCompany“74%OF MEDIA EXECUTIVES SAY THAT SOCIO-ECONOMIC DATA IS THE MOST USEFUL AUDIENCE TARGETING DATA State of the Nation 2023Mainland China white paper3030ResearchshowsthatthedevelopmentofprogrammaticDOOHinthemainlandChinamarketisstilli

117、nitsearlystages,yetthefutureforprogrammaticDOOHlooksbrightastheindustryisactivelytesting.AlthoughthecurrentadoptionofprogrammaticDOOHislessthan25%,thisproportionisexpectedtogrowrapidlytoover30%bytheendof2023.In response to the predicted surge in demand for programmatic DOOH,both agencies and adverti

118、sers are actively investing in developing relevant internal expertise systems to fully utilise the advantages of programmatic DOOH.At present,the industry lacks education and wide-spread knowledge of programmatic DOOH.Agencies and advertisers are eager to obtain more relevant data,indicators,insight

119、s,and case studies to confirm the effectiveness of this media in the mainland China and promote the success of relevant advertising decisions.In short,with the improvement of relevant facilities,technologies,indicators and other elements,programmatic DOOH is sure to take its place as a mainstay on p

120、rogrammatic campaigns.SState of the Nation 2023Mainland China white paper31With the rapid recovery of the audience volume in outdoor settings,the necessity of OOH is becoming increasingly prominent;At the same time,advertisers strong demand for precision and flexibility has also made buying DOOH pro

121、grammatically an inevitable trend.Programmatic DOOH therefore holds an important strategic position.In the brands omni-channel marketing strategy,outdoor touchpoints,as an important part of consumer journey,have an irreplaceable position and advantage.The empowerment of digitisation and programmatic

122、 also makes the display of outdoor media more flexible,precise,and cost-effective.In terms of goal attainment,programmatic DOOH can achieve the brands full funnel objectives based on specific needs.Whether it is achieving branding or performance goals,its synergy with other digital channels includin

123、g social media,digital audio,lift/building ads,etc.has also been confirmed.Finally,with the increasing demand for programmatic DOOH in the mainland China market,it is becoming increasingly important to offer necessary data indicators and measurement.As an emerging media channel,the industry also loo

124、ks forward to further market validation to strengthen the adoption of programmatic digital media.Programmatic OOH will become a mainstay“State of the Nation 2023Mainland China white paper3232About usVIOOH is a leading premium global digital out of home supply side platform.Launched in 2018 and with

125、headquarters in London,VIOOHs platform connects buyers and sellers in a premium marketplace,making OOH easily accessible.Led by a team of digital OOH and programmatic tech experts,VIOOH is pioneering the transformation of the OOH sector,championing its role in enhancing omni-channel digital campaign

126、s through the use of programmatic capabilities and data.VIOOH currently trades programmatically in 19 markets,with more to follow.Morketing Research is the industry analysis and consulting brand of Morketing,which deeply connected to the high-quality industry resources of Marketings i-Bank.Based on

127、a rigorous and scientific research system,objective and dialectical research attitude,Morketing Research is committed to providing research reports,ecomaps,industry rankings,consulting analysis,business research,training courses,livestreaming and other services for the pan marketing business field.Morketing Researchs mission is to help marketing business practitioners to gain insight into the industrys development context,seize growth opportunities,and promote the sustainable development of the digital marketing industry.