23% of Australian agencies started programmatic DOOH this year

IAB Australia this month revealed that almost one-quarter of Australian agencies traded DOOH inventory programmatically for the first time during 2020.

“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," said Gai Le Roy, CEO of IAB Australia.

The results come from IAB Australia’s inaugural Attitudes to Programmatic DOOH (pDOOH) Report, which is based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.

The report also shows that nearly half (47%) of Programmatic DOOH advertising decisions makers lowered or stopped their Programmatic DOOH advertising activities in 2020, during COVID-19 times.

According to IAB Australia, agencies are adopting a programmatic buying of DOOH due to the flexible buying options, operational efficiency, and enhanced data targeting options.

The report found that agencies are working out where pDOOH fits internally in their planning and buying, with 37% using the same team to place and buy OOH and pDOOH and almost half of pDOOH decision marketers planning and buying independently of other media.