IAB Europe this month released The Programmatic Out Of Home (OOH) Advertising Guide. According to IAB Europe, the guide examines the strengths and opportunities around digital out of home across Europe. It contains the best practices and considerations around measurement and creativity.
The total Digital Out Of Home (DOOH) market in Europe will be worth €8.2 billion in 2020, and IAB Europe expects growth to €13 billion by 2024. The traditional OOH market worth is around €28.4 billion, and IAB Europe estimates it will remain relatively flat.
IAB Europe says the aim of The Programmatic Out Of Home (OOH) Advertising Guide is to encourage buyers to continue their investment in DOOH while encouraging others to test this new and interactive channel.
Experts from Awarion, Nielsen, OMD, Displayce, IAB France, and IAB Turkey wrote the guide, in collaboration with IAB Europe’s Programmatic Trading Committee.