Interviews, insight & analysis on digital media & marketing

A third of marketers will spend more on programmatic DOOH this year, finds Clear Channel research

A third of marketers say they will increase their spending on programmatic DOOH over the next 12 months, according to research from Clear Channel.

The report, From Cookies to Cohorts in Context, underscores the growing importance of programmatic digital Out of Home (DOOH) advertising to marketers, as privacy regulations, cookie deprecation, and ID signal loss continue to complicate customer targeting and campaign measurement. 

Clear Channel’s research found that senior decision-makers consider data triggers, increased optimisation, contextual creativity, and the ability to work with multiple data sets as the top capabilities of programmatic DOOH. By leveraging layered data sets, programmatic DOOH enables precise targeting and triggering of ads, so they reach the right audience at the right time, thereby increasing campaign effectiveness and efficiency. 

Dom Dunne, Programmatic Commercial Lead at Clear Channel Europe, said: “As privacy regulations and cookie deprecation reshape the advertising landscape, our latest research highlights the transformative power of programmatic DOOH for data-driven marketing. As the industry continues to evolve, programmatic DOOH will undoubtedly play a crucial role in the success of omnichannel strategies, delivering impactful, contextually relevant advertising.”

The report also features expert insight and commentary from a range of marketing leaders from organisations including HP, Zenith, MG OMD, Numodo, PHD UK, Rapport UK, MiQ and the7stars. 

Chris Appleton, Head of Programmatic, PHD UK, commented: “First and foremost, OOH is an incredibly impactful media channel. High impact leads to high attention. OOH is also really diverse in terms of the range of formats and locations available. Once you then overlay the benefits of digital screens and programmatic buying, the potential for dynamic creative that can be responsive and optimised mid-campaign makes OOH a really compelling channel for advertisers.”  

For more details, download the full report, From Cookies to Cohorts in Context, here.