DOOH's Resilience and Innovation Journey

Explore the transformative landscape of DOOH in 2024, from data integration to sustainability, witnessing resilience and innovation shaping the future.

The Integration of Online and Offline Worlds

One significant trend shaping the DOOH landscape is the integration of online and offline data. Technological advancements, particularly in targeting and measurement, are paving the way for more accessible programmatic DOOH (pDOOH). Marketers now have access to a wealth of privacy-safe first- and third-party data, enabling them to craft more relevant and efficient campaigns. The integration of footfall and offline sales data directly into Demand-Side Platforms (DSPs) marks a turning point, allowing for the meaningful linkage of online and offline activities in real-time.

The industry-wide adoption of Playout 2023, a tool centralizing out-of-home media owner playout data, is set to standardize the verification of impressions. This move is expected to enhance the fluidity of inventory movement and provide increased opportunities to overlay performance data, shaping future media plans.

Resilience and Innovation

Reflecting on the trends of 2023, the OOH industry appears poised for an exciting journey ahead. The trifecta of Generative AI, retail media, and sustainability are just a few key players transforming the landscape. The anticipation is high for bold OOH advertising creative, alongside innovations in planning and measurement. Generative AI experimentation is expected to play a pivotal role, as demand grows for tighter integration of in-store inventory into retail media networks.

Sustainability remains a focal point as the industry navigates shifts, with a forecasted rise in cross-territory OOH campaigns. To capitalize on these trends, industry players are expected to globalize their offerings further. Despite challenges, including the rise of fake OOH, the industry's resilience and commitment to innovation position it well for the challenges and opportunities of 2024 and beyond.

A Bright Future for pDOOH

The landscape for programmatic DOOH (pDOOH) is shining brightly in 2024. OOH media owners are increasingly making their digital inventory available programmatically, converting traditional displays into digital formats. According to VIOOH’s State of the Nation report, global advertisers plan to include pDOOH in 40% of campaigns, with a 31% increase in ad spend over the next 18 months.

While some markets are still on the journey to embrace pDOOH, others, such as the UK and Germany, are advancing rapidly. Anticipated as a significant step-change in 2024, more advertisers and substantial budgets are expected to embrace pDOOH. China and LATAM, though earlier in their adoption journey, are poised to contribute to the global surge in pDOOH acceptance.

As we navigate the dynamic landscape of OOH and DOOH in 2024, the industry's ability to embrace change, innovate, and address challenges will undoubtedly shape its trajectory for years to come.

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