IAB Australia releases DOOH buyer’s guide
By M4G Bureau - August 09, 2021
This guide has been designed to help provide media buyers with a thorough overview of DOOH opportunities, formats, buying methods, measurement, verification and upcoming developments: Gai Le Roy, CEO of IAB Australia.
As digital out-of-home (DOOH) lays claim to a larger share of the OOH spends across global markets, and engages a greater number of advertising brands to test the OOH waters, DOOH media buying itself is undergoing sweeping changes. In sync with these changes, IAB Australia has recently released a Buyer’s Guide for Digital out of Home, providing guidance on the medium, cutting through jargon and shining a light on industry best practice.
The Guide, which was developed by the IAB Australia DOOH Working Group, comes just weeks after the release of IAB Australia’s Attitudes to Programmatic DOOH Report that found almost one quarter of Australian agencies trading DOOH inventory programmatically for the first time during 2020, with a further 10% of agencies increasing their programmatic investment over this period.
Ben Allman, Chair of the IAB Australian DOOH Working Group commented: “With DOOH making up an increasingly significant portion of the total out of home market, our working group has pulled together a reliable and comprehensive reference resource for all those involved in the buying to planning of this channel.”
Gai Le Roy, CEO of IAB Australia said: “This guide has been designed to help provide media buyers with a thorough overview of DOOH opportunities, formats, buying methods, measurement, verification and upcoming developments. It is suitable for traditional buyers getting up to speed with digital as well as for digital buyers who need to understand the nuances of the OOH market.”
The Guide explores the different buying methods, understanding the programmatic supply chain, verification, and audience and measurement. It includes a buying checklist and a glossary of terms. Member organisations of IAB DOOH Working Group include: Amobee, Bench, Broadsign, Cartology, Hivestack, IAS, JC Decaux, MediaMath, MiQ Digital, OIS, OMA, QMS Media, Seedooh, Shopper Media Group, Tonic Media, The Trade Desk, Val Morgan Outdoor, Veridooh, Verizon Media, Verve Group, Vistar Media.
Media publication CMO quoted Gai Le Roy saying: the guide is also for media owners and adtech marketing people who need to know how to work with media buyers on DOOH. “It’s also for people who are already buying traditional out-of-home [OOH] media who might not be digital-savvy, particularly about programmatic buying, to take them through what a DOOH supply chain looks like.”