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‘81% of advertisers will recommend DOOH in their media plans in the next 12 months’

By Rajiv Raghunath - October 07, 2021

The DPAA ‘Digital Out of Home (DOOH) Thought Leadership Study’ conducted by Advertiser Perceptions also indicates that advertisers’ knowledge of DOOH and its benefits have increased in past 18 months

DPAA, the leading global trade marketing association connecting OOH media with the advertising community while moving OOH to digital, has announced initial results from its Digital Out of Home (DOOH) Thought Leadership Study. The study was conducted by Advertiser Perceptions, the global leader in research-based business intelligence for the advertising, marketing, and ad technology industries and was sponsored by Xaxis.

“Initial results are very promising,” said Barry Frey, President & CEO of DPAA who will unveil more results at the association’s annual Video Everywhere Summit, to be held on October 12 in-person at Pier 60. “Similar to all media categories, OOH has had a challenging past 18 months, as we have worked hard to educate brands and agencies over this period, this bi-yearly tracker shows these groups have taken this time to embrace knowledge and learning about the sector, particularly DOOH and they plan to accelerate its use.”  

“We believe there is a direct link between the enthusiasm for DOOH and the fact that it has become an increasingly addressable and flexible medium that drives measurable outcomes for marketers,” said Roey Franco, VP of Product & Innovation at Xaxis. “As it makes its way into new places and spaces, programmatic DOOH connects the consumer’s entire digital and physical journey.”

Some highlights of the study include.

  • 81% of advertisers will recommend DOOH in their media plans in the next 12 months.
  • 77% of advertisers have increased their knowledge/learning of DOOH in the last 18 months.
  • Two thirds of media decision makers activated new DOOH campaigns in the past 18 months, crediting programmatic and availability of inventory in buying platforms.

Additional insights will be revealed at the DPAA Video Everywhere Summit on October 12 (in-person) and during its global broadcast on October 14 and 15. For information and registration, visit


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