Research from JCDecaux UK has revealed that the majority (54%) of programmatic Digital Out-of-Home (prDOOH) marketers are always involved in the planning and buying of at least one other digital channel.
Further analysis of the omnichannel mix reveals that, on average, 58% of marketers that plan and/or buy prDOOH are part of hybrid teams that are also responsible for display (66%), connected TV (61%), in-app (60%), programmatic audio (53%), and video (50%).
The ability to measure performance emerged as the leading reason for prDOOH being included in the media mix (33%), followed by viewability (25%), and operational efficiency (25%). Audience targeting capabilities were also highlighted as key benefits regardless of whether the purpose of a campaign is to reach a specific audience (24%), a wide audience (23%), or incremental audiences (23%).
Carrie Condino, Associate Director at MTM, said: “MTM has been researching prDOOH for multiple years now, and it’s been exciting to watch it grow. It’s a great medium combining the brand building benefits of traditional OOH with the targeting and measurement benefits of programmatic digital channels.
“In our latest survey with JCDecaux, one out of three (35%) of digital marketers said prDOOH is equally suited to delivering both brand and performance KPIs, the highest of thirteen channels in the survey, demonstrating its strength for the full funnel. There is going to be even more opportunity in the near future as we see a shift in using first-party data.”
In line with marketers’ view that prDOOH is the top performing channel in terms of delivering both brand and performance uplift, marketers are using an array of KPIs on a regular basis. However, this is also a complicating factor as 30% say that establishing appropriate goals is a challenge. The most frequently used KPI is brand awareness (70%) followed by performance of digital channels (67%), and impressions (66%). Two-thirds (63%) of marketers always or usually measure online sales proving it is possible to overcome the challenge of tying online and offline together.
“The research shows us that prDOOH marketers are measuring campaign performance using a variety of KPIs some of which come from classical OOH, some of which come from the programmatic ecosystem which highlights the versatility of the channel,” said Mark Bucknell, CCO, JCDecaux. “We also saw high levels of satisfaction with more than one-third (36%) saying they have been “extremely satisfied” with performance. Furthermore, looking into the next 12 months prDOOH marketers are planning to increase activity across all environments and more frequently use dynamic creative optimisation (DCO). This highlights the value of the channel, and we hope will inspire the next generation of prDOOH
Less than half (43%) of prDOOH marketers reported using advertiser first-party data to inform targeting and creative, and one-third reported using either media agency supplied data (35%), demand-side platform data (34%), or media owner data (34%). This is much lower than typically seen in other programmatic channels and is an untapped opportunity for the growth of the channel.
Investing in measurement and data solutions was highlighted in the research with 45% and 36% of respondents respectively citing these as key requirements to drive growth in 2023.
Download the full report – “Programmatic DOOH: The Time is Now” – here.