Advertisers, digital buying agencies, out-of-home programmatic

Almost a quarter of Australian agencies exchanged a digital out-of-home inventory (DOOH) in 2020, a third are entering digital out-of-home programming, and more creative experimentation is underway in FY 22 and beyond. beyond, reports the IAB.

The latest figures come as the Outdoor Media Association also reports a triple-digit increase in net media revenue across the category to $ 203.3 million for the second quarter of 2021, DOOH is taking its share of the Lion.

According to a new report from Australia’s Interactive Advertising Bureau (IAB) released this week, Attitudes towards programmatic DOOH, advertising agencies continued to embrace both DOOH and programmatic digital signage (pDOOH) despite depressed market conditions across the category at the height of the Covid-19 pandemic in 2020. The report is based based on a survey of 183 buyers and advertisers. undertaken in May 2021.

A quarter of agencies said they traded out-of-home digital inventory for the first time in 2020, and another 10% increased programmatic investment. Across the group, 73% regularly use traditional signage, 59% regularly use digital signage, and 34% regularly switch to programmatic digital signage.

Decision factors driving pDOOH adoption include flexible purchasing options (named by 59% of respondents), operational efficiency (58%), and improved data targeting options (58%) . The potential for self-reported cross-channel planning is another positive for more than half of those surveyed.

The IAB report also found that more experimentation is expected in FY22, with a range of agencies planning to use other formats for the first time. Topping the list is HTML (40%), followed by video (37%) and dynamic creation (36%).

However, agencies are still in the process of determining where pDOOH fits internally in their planning and purchasing. The report showed that 37% use the same team to place and buy OOH and pDOOH, and almost half of pDOOH makers plan and buy independently of other media.

IAB Australia chairman of the DOOH task force and Broadsign sales director Ben Allman said the first research to come out of the task force was to determine where industry effort is needed to maximize l investment in space.

“There has been a lot of talk about the willingness of brands and agencies to embrace the programmatic purchase of DOOH and the findings of the report confirm this,” he said. “Overwhelmingly, brands and agencies are telling us that there is still a lack of understanding when it comes to pDOOH. The task force is committed to improving education and we have a number of exciting resources and initiatives to launch later this year.

A second international digital out-of-home research published this week by artificial intelligence (AI) SaaS company Alfi also showed increasing adoption. A survey of 100 ad decision makers in the US, UK, France, Germany and Asia found that 96% of ad directors expect digital signage growth over the years. next two years, 51% predicting dramatic expansion.

Nearly two in three executives expected the DOOH market to grow from its current estimated value of $ 41.06 billion to $ 55 billion by 2026. A further 16% expect it to exceed this figure, while 14% believe that DOOH trade could be even higher. . The main reason given for this growth is the increase in general spending on digital advertising.

Again, 62% said advancements in technology meant digital outdoor advertising would be able to provide even more analytics on the campaigns that run there. Other reasons for the expected increase in spend include the growing attention to the evaluation of ad campaigns and the strength of the DOOH market, as well as a rapid increase in the number of digital ad screens being deployed.

Brand membership: Stake touts DOOH’s success

One brand that has embraced the impact of DOOH is fintech startup, Stake, who recently worked with Bench Media on a DOOH campaign that led to a 219% increase in app downloads.

The Stake DOOH campaign ran in January 2021 across NSW and was designed to improve brand awareness, attract new customers to the Stake app and increase engagement with existing customers . CBD locations were chosen, and Bench and Stake used lookalike audiences to identify specific locations that best matched the brand’s ambition. The campaign was managed through Bench’s campaign management software.

Other metrics used included identifying specific times when people were outside and could see advertisements, proximity to malls, gyms, and gas stations. The team then used location targeting to retarget consumers on the digital channel. Stake also used an app attribution partner, Branch, to connect people exposed to the DOOH campaign with those who downloaded its app.

He found that app installs were 219% higher when DOOH was online compared to the pre-campaign. Other key results included a 54% install-to-activate rate, over 1.1 million impressions, and over 38,000 anonymous device IDs captured for multichannel retargeting.

Stake Marketing Director Bryan Wilmot said new innovations in DOOH are rapidly accelerating its potential to target audiences in sophisticated ways on a large scale, especially as consumer activity picks up after the pandemic.

“The out-of-home is a channel for the ages. It is one of those cultural mediums that can quickly increase notoriety and build fame simultaneously, ”he commented. “However, programmatic DOOH is reshaping its broadcast capacity only to enable more sophisticated targeting strategies and connected audience approaches. It’s exciting to experiment with projects that will take the channel to a new level.

Wider OOH boom

News of growing interest and experimentation in digital out-of-home as well as programmatic DOOH came as the Outdoor Media Association (OMA) reported strong overall sales for the second quarter of the year, indicating the resumption of the category.

The industry body this week reported a 125 percent increase in net media revenue to $ 203.3 million for the second quarter of 2021, from $ 90.3 million in the same period. last year. Of that total, digital OOH revenues accounted for 61% of total net media revenues since the start of the year, an increase of 57.9% year-over-year.

The OMA said cumulative revenue for the year increased 22% to $ 374.6 million, an increase from revenue of $ 307 million in 2020.

“Outdoor advertising was hit hard by the pandemic at the height of lockdowns in the second quarter of 2020, which explains the explosive 125% year-over-year increase,” noted Charmaine Moldrich, CEO of OMA. “A better indication of our recovery is that we are only down 17% from pre-pandemic revenue compared to the second quarter of 2019. Every month this year has been better than the month before.”

Moldrich said the industry is “determined” to see its revenues return to pre-pandemic levels by December 2021.

“We’re also committed to innovating the way we sell out of home, making it easier for advertisers to measure its value,” she said. “We are not only making shopping easier by updating our audience measurement system, but we are also introducing a new value-based currency in the third quarter following a large neuroscience research study we conducted in over the past two years. ”

These innovations have attracted 10 new members who have joined the membership in the past six months, Moldrich said. She also noted a range of new advertisers coming to OOH, including tech companies, who are buying campaigns for the first time.

According to the Standard Media Index (SMI) ad spend figures released earlier this week, OOH bookings were up 198% year-on-year in May. SMI reported that total Australian advertising spend for the month of May climbed more than 70% year-on-year, beating pre-Covid results for the first time since the start of the crisis.

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