Advertisers globally expected to increase programmatic DOOH spend by a third

"Across campaigns advertisers have run in the past 18 months, on average a third (32%) included prDOOH, which is expected to increase to 40% in the next 18 months. Globally, respondents plan to increase ad spend by a third (31%) over the next 18 months. Australian advertisers lead the way, with the highest increase in spend (34%)."

"A third (33%) of advertisers globally are shifting budgets from other digital channels to take advantage of the broadcast, cookie-less environment of prDOOH, while more than 1 in 10 advertisers (13%) are creating new budgets for prDOOH. France is leading all other markets in both areas (35% and 16% respectively)."

"The majority (83%) of respondents believe that prDOOH offers the most innovative opportunities compared to other media channels. New budget is most likely to be accessed by dedicated prDOOH teams (29%), managed service DSP teams (22%) and digital/programmatic teams (16%)."

Programmatic DOOH (prDOOH) is experiencing significant growth globally, with ad spend expected to increase by 32% over the next 18 months. Currently, 32% of advertisers have included prDOOH in campaigns, rising to 40% within 18 months. Budget reallocation is a key driver, with 33% of advertisers shifting funds from other digital channels and 13% creating entirely new prDOOH budgets. Australia leads spending increases at 34%, while France shows the highest budget reallocation rates. New budget access is primarily through dedicated prDOOH teams (29%), managed service DSP teams (22%), and digital/programmatic teams (16%). The majority of advertisers (83%) view prDOOH as offering the most innovative opportunities compared to other media channels. Campaign structures vary, with 57% running single-country campaigns and 43% executing multi-country initiatives.

Read at Thedrum