Majority of pDOOH marketers are involved in planning & buying of at least one digital channel: JCDecaux UK study

JCDecaux UK recently announced findings from a new research study titled “Programmatic DOOH: The Time is Now.” This research study focuses on how marketers are using programmatic digital out-of-homeadvertising and reveals that the majority (54%) of programmatic Digital Out-of-Home (pDOOH) marketers are always involved in the planning and buying of at least one digital channel.

Further analysis of the omnichannel mix reveals that, on average, 58% of marketers that plan and/or buy pDOOH are part of hybrid teams that are also responsible for display (66%), connected TV (61%), in-app (60%), programmatic audio (53%), and video (50%).

The ability to measure performance emerged as the leading reason for pDOOH being included in the media mix (33%), followed by viewability (25%), and operational efficiency (25%). Audience targeting capabilities were also highlighted as key benefits regardless of whether the purpose of a campaign is to reach a specific audience (24%), a wide audience (23%), or incremental audiences (23%).

In line with marketers’ view that pDOOH is the top performing channel in terms of delivering both brand and performance uplift, marketers are using an array of KPIs on a regular basis. However, this is also a complicating factor as 30% say that establishing appropriate goals is a challenge. The most frequently used KPI is brand awareness (70%) followed by performance of digital channels (67%), and impressions (66%). Two-thirds (63%) of marketers always or usually measure online sales proving it is possible to overcome the challenge of tying online and offline together.

Less than half (43%) of pDOOH marketers reported using advertiser first-party data to inform targeting and creative, and one-third reported using either media agency supplied data (35%), demand-side platform data (34%), or media owner data (34%). This is much lower than typically seen in other programmatic channels and is an untapped opportunity for the growth of the channel.

 Investing in measurement and data solutions was highlighted in the research with 45% and 36% of respondents respectively citing these as key requirements to drive growth in 2023. Download the full report here.