Revolutionizing Advertising: Australia Invests In Programmatic DOOH

The entire world is undergoing complete digitalization and advertising companies in Australia are no far behind. In Australia, advertising agencies are progressively resorting to programmatic DOOH, with over a quarter of agencies trading DOOH inventory programmatically for the first time in 2020. 

This move has a significant hand in revolutionizing the ad tech sector, as it enables programmatic platforms to run ads on outdoor advertising billboards. In an attempt to replace traditional outdoor advertising, such ads will feature videos and images that will be more engaging and easy to track. 

As per the IAB Australia’s Attitudes to Programmatic DOOH Report, well over 10% of agencies raised their programmatic spending in an otherwise dismal OOH market. 

According to this report, for agencies interested in programmatic DOOH, flexible purchasing options, operational efficiency, and better data targeting possibilities are key. 

They also rated the opportunity for self-reported cross-channel planning as pertinent.

The report also says that agencies are still figuring out how programmatic DOOH fits into their internal planning and buying, with only 37% using the same team to place and buy OOH and programmatic DOOH

Nearly half of programmatic DOOH decision marketers planning and buying totally independent of other media, says the report. 

Furthermore, the report also adds that agencies and advertisers are requesting education to better grasp the programmatic DOOH offering and mechanisms so that measurement and tracking may be improved.

Gai Le Roy, the Chief Executive of IAB Australia, said that this critical new industry study provides very clear feedback from media buyers and advertisers on areas where they would like more education and support from the industry to aid with their programmatic DOOH investment, measurement, and assessment. 

He further added – 

I have every confidence that the programmatic DOOH market will boom through 2021 and 2022, embracing the benefits of programmatic while also retaining the long-standing agency approach to developing fit for purpose OOH creative for different environments and placements.

According to the report, in 2022 and beyond, the industry will see more innovative exploration as marketers begin to broaden their creative suite beyond conventional executions, with a number of agencies planning to use alternative formats for the first time (HTML 40 per cent, video 37 per cent, and dynamic creative 36 per cent).