37% of US marketers are reallocating budgets from other digital channels to prDOOH
- US prDOOH investment is projected to increase by a third (29%) over the next 18 months.
- A third (29%) of US campaigns incorporate prDOOH, expected to rise to 37% over the next 18 months.
- Using Demand-Side Platforms (DSP) managed services for the buying and activation of prDOOH increased 16 percentage points year-over-year, with 34% of US marketers using them for some or all of their campaigns.
- US marketers prioritize tangible prDOOH results including sales increases (60%) and website traffic impact (49%).
- Marketers in the US particularly value prDOOH’s ability to establish trust with consumers (64%), dynamic creative optimization (62%) and evoke positive emotional responses (61%).
- Dynamic Creative Optimization is gaining significant traction among US marketers, with 94% either considering or actively incorporating it into their campaigns.
NYC, US, 17 September 2024 – Today, VIOOH, the leading premium global digital out of home (DOOH) supply-side platform, released its annual research into the programmatic DOOH (prDOOH) market. The findings show the US has strong adoption of prDOOH, with programmatic accounting for almost one third (29%) of campaigns in the past 18 months, placing the US alongside the UK (29%) as a global leader in this trend (27% global average). In the US, adoption is set to increase to 37% in the next 18 months, the highest of all markets surveyed (35% globally).
prDOOH is capturing a larger share of new advertising investments
Survey respondents plan to increase prDOOH budgets by a third (29%) over the next 18 months, surpassing the global average of 28% and aligning with the significant growth projections in the UK (29%) and France (29%). In addition, US marketers are also reallocating budgets from other digital channels to prDOOH (37%), an increase of 3 percentage points (ppt) year-over-year (YoY).
prDOOH adoption in the US is expected to rise from 29% to 37% in the next 18 months, surpassing
all other markets surveyed (35% globally). Programmatic has typically been used in prDOOH and now accounts for 53% of US DOOH campaigns purchased in the past 12 months (+25 ppt YoY).
Additionally, hybrid campaigns which combine direct and programmatic buys are gaining popularity. Currently, 41% of marketers are utilizing a hybrid approach (+9 ppt YoY) indicating a growing appreciation for the strategic advantages of integrating both approaches.
US advertisers are drawn to prDOOH’s efficiency, ability to create impact and establish trust
The survey reveals that US marketers prioritize performance-based metrics when evaluating prDOOH campaigns, particularly sales uplift (60%) and website traffic impact (49%). Key drivers in investment decisions include value for money (73%), brand effectiveness (71%) and return on investment (ROI) (68%).
prDOOH packs a punch, combining the large-screen, high impact format of DOOH with the ability to activate engaging creative at contextually relevant moments. US marketers particularly value prDOOH’s ability to establish trust (64%) and trigger positive emotional responses (61% compared to 58% globally).
prDOOH offers innovative opportunities in advertising
Most (93%) respondents consider prDOOH to offer the most innovative opportunities of all media channels, an increase of 13 ppt YoY, surpassing both social media (91%) and DOOH (82%), although prDOOH is most typically bought alongside social media for both brand (84%) and performance (85%) led campaigns.
This growing recognition of the innovative opportunities within prDOOH is reflected in most (94%) respondents in the US considering, piloting or actively integrating Dynamic Creative Optimisation (DCO) into their prDOOH campaigns. Adoption of DCO is currently at 16%, higher than the global average of 9%, indicating significant potential for further growth in the US market. Respondents cited optimized ad spend (44%), creative flexibility (43%), and improved relevance (41%) as the key advantages.
“The US market boasts impressive adoption rates and rising budgets, and is poised for continued growth as marketers demonstrate a strong commitment to programmatic investment in DOOH, and further aligning it with other digital channels. This investment surge reflects marketer confidence in prDOOH’s flexibility, performance-driven results and ability to build brand trust. We look forward to seeing continued growth in the US, with an enduring commitment to programmatic investment,” said Jean-Christophe Conti, Chief Executive Officer at VIOOH.
See the full report here: viooh.com/sotn
VIOOH partnered with research and strategy agency, MTM, to survey 1,200 advertisers and agencies across the US, UK, Australia, Germany, France, and Brazil to gain insights into the current state of prDOOH advertising.
Participants in this research have already purchased prDOOH in the past 12 months or are digital buyers open to purchasing it.
About VIOOH
VIOOH is a leading premium global digital out of home supply-side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.
For more information about VIOOH, please visit www.viooh.com or follow us on Twitter and LinkedIn.
Source: VIOOH
