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August 30, 2022

What are the prospects for digital out-of-home programmatic buying?

Written by Geoffrey Fossier

VIOOH, a programmatic platform dedicated to digital display (launched in 2018 by JCDecaux), recently published the results of the 2021 edition of its State of the Nation study. For you, Hawk deciphers the main findings of this report and highlights the major trends of tomorrow in programmatic DOOH buying. 


Triggering, impact measurement and ROI as factors in the development of programmatic investments in DOOH

Previously mentioned in the 2020 State of the Nation report, these three drivers of programmatic DOOH development are again strengthening their position this year. 

In fact, 90% of media agencies and advertisers consider triggering (buying space based on a trigger such as events, news or special moments) to be a real advantage of programmatic DOOH. This function allows advertisers to vary their creative messages and to imagine real advertising scenarios to best address their audiences. 

In addition, 83% of media agencies and 77% of advertisers believe that programmatic Digital-Out-Of-Home buying offers excellent value for money and good returns on investment. 

To conclude, they are just as likely to consider that being able to accurately measure the performance of the campaign is a real advantage to activating programmatic in this channel. 


Digital-Out-Of-Home Programmatic Buying Makes it into the Top 3 Most Popular Media

According to the study, DOOH programmatic buying is well positioned compared to other digital segments on many comparison criteria. Respondents still rank it ahead of search marketing (SEO and SEA) and traditional display in terms of its geographic targeting capabilities, cost effectiveness, impact on brand awareness and ability to drive sales. 


Versatile and widely considered by buyers

Considered by 92% of agencies (84% of advertisers) as essential to maximizing reach, and by 89% of them (79% of advertisers) as a driver of purchase intent, digital out-of-home programmatic is an extremely versatile channel in the eyes of buyers. 

In addition, and as proof of this growing consideration in the eyes of buyers, 87% of respondents plan to integrate it into their next multi-channel campaigns. 

Impactful, profitable, customizable and measurable, the advantages of DOOH programmatic are numerous. With these advantages, 2022 looks like a promising year for the development of this market segment, both in France and internationally. 

Read the full results of VIOOH’s State of the Nation study on this link.

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