Unlocking Insights: Programmatic DOOH's Evolution Revealed

Introduction:

In a dynamic world of advertising, staying ahead requires not just keeping pace but understanding the shifts in trends and strategies. For the second consecutive year, JCDecaux UK has collaborated with MTM to delve into the landscape of programmatic Digital Out of Home (pDOOH). The findings from this year's research, titled "A Tale of Evolution," illuminate the advancements and transformations witnessed in pDOOH over the past 12 months.

Unveiling Insights:

Conducted by engaging professionals directly involved in planning and executing pDOOH campaigns, the research provides invaluable insights into the real-world benefits of the channel, its utilization by marketers, and the prerequisites for its further growth. Let’s delve into the intricacies of the findings, featuring exclusive quotes from respondents and expert commentary by Carrie Condino, B2B Research Director at MTM.

1. Shifting Priorities:

Operational Efficiency, Viewability, and Reach Marketers are increasingly recognizing the intrinsic advantages of pDOOH beyond mere performance measurement. Operational efficiency, viewability, and the ability to reach incremental audiences have emerged as the top reasons for including pDOOH in the media mix. This shift underscores a transition from focusing solely on metrics to embracing the fundamental benefits offered by the channel.

As one respondent from a digital media agency strategy team emphasized, collaboration with partners based on shared campaign goals and target audience insights fosters successful outcomes.

2. Divergent Perspectives:

Brand vs. Agency Notably, variances exist in the priorities of brand-side and agency-side marketers. Brands emphasize reaching a wide audience and audience priming, aligning with the evolving challenges posed by the demise of third-party cookies. Conversely, agencies prioritize measurement capabilities and flexible buying options to demonstrate effectiveness to clients amidst the cookieless landscape.

3. Enhancing Reach and Cross-Channel Performance

The versatility of pDOOH is underscored by its role in augmenting DOOH reach, supporting specific locations and times, and synergizing with other digital channels. Marketers, adept at leveraging pDOOH programmatically, are increasingly integrating it into omnichannel strategies, fueled by cross-channel optimization skills and experimentation with diverse buying options.

4. Evolution of Measurement:

Insights and Strategies Measurement remains pivotal, with brand awareness, online sales, and digital channel performance serving as primary KPIs for pDOOH campaigns. However, measurement approaches have evolved significantly, with an emphasis on cross-channel data integration and standardized performance metrics across various channels.

5. Future Imperatives:

Targeting and Audience Insights Looking ahead, the landscape demands more effective targeting and deeper audience insights to propel growth in 2024. As challenges related to measurement and data integration diminish, a nuanced understanding of audience behavior and advanced targeting strategies becomes paramount.

6. Programmatic DOOH:

Embracing Maturity The research signals a maturing landscape marked by strategic implementation, omnichannel planning, and sophisticated campaigns. Marketers are poised to leverage insights and refine strategies continually. Moreover, the symbiotic relationship between pDOOH and other digital channels like Connected TV (CTV) and online video heralds an era of contextual targeting and expanded opportunities.

Conclusion:

As the realm of programmatic DOOH evolves, embracing its inherent benefits and aligning strategies with evolving market dynamics will be pivotal. Armed with insights from comprehensive research, marketers are primed to navigate the intricacies of this dynamic landscape and harness its full potential for impactful campaigns and enhanced audience engagement.