London, UK – Nearly one in three campaigns (27%) over the past 18 months have incorporated programmatic digital out-of-home (prDOOH), with this figure expected to increase to an average of 35% in the next 18 months, a recent study by VIOOH revealed. 

The research projects that France, Australia, Germany, and the US will lead in adopting prDOOH, with these markets seeing the biggest rise in campaigns using programmatic digital out-of-home. Globally, prDOOH investment is set to grow by 28% over the next 18 months, with the US, UK, and France each projecting a 29% increase.

Budgets are shifting towards prDOOH, with global marketers projected to boost investment in DOOH by 32% and prDOOH by 28%. Traditional out-of-home (OOH) investment is also expected to grow by 16%. This surge in digital spending highlights a greater adoption of technology-driven solutions in outdoor advertising.

VIOOH’s study found that over a third (37%) of marketers are shifting budgets from other digital channels to prDOOH, marking a 4 percentage point (ppt) increase year-over-year (YoY). When purchased by digital or programmatic teams, prDOOH budgets mainly come from other digital (81%) and traditional channels (79%), highlighting its growing appeal as part of a multi-channel media strategy.

In core markets, prDOOH budgets sourced from DOOH have risen by 16 ppt YoY, increasing from 53% to 69%. As prDOOH adoption grows, more than one-fifth (22%) of advertisers are allocating entirely new budgets to it, with the US and Australia leading the trend at 28% and 27%, respectively. Notably, prDOOH now accounts for a larger share of new advertising budgets in core markets (24%), reflecting a 10 ppt increase year-over-year.

The growth in global prDOOH investment is largely driven by existing adopters, who are more likely to include prDOOH in future media plans (36%), compared to first-time investors (32%). The study suggests that familiarity with prDOOH’s benefits is crucial as marketers increasingly adopt programmatic approaches for out-of-home advertising.

Interestingly, 92% of global respondents view prDOOH as the most innovative media channel, reflecting a 9 ppt YoY in core markets.

This trend is driven by prDOOH’s versatility in supporting various campaign strategies, crucial for both brand-led (85%) and performance-led (91%) objectives. Notably, prDOOH competes with social media (85%) as a leading choice for brand-led campaigns, even surpassing traditional DOOH (80%).

Globally, 81% of respondents are combining direct and programmatic DOOH buys for performance-led campaigns, benefiting from the increased reach and precise measurability of prDOOH. For brand-building, 83% are integrating social media with prDOOH, up 5 percentage points year-over-year in core markets.

In the five core markets, nearly all surveyed marketers (95%) acknowledge the benefits of dynamic creative optimisation (DCO) for prDOOH campaigns. Many are considering, testing, or actively using DCO to boost campaign effectiveness. The main advantages highlighted are creative flexibility (42%), improved relevance (40%), and optimised ad spend (38%).

The real-time adaptability of DCO drives its appeal, particularly in Australia (37%), the US (36%), and the UK (34%). This flexibility enables marketers to quickly respond to trends or events, enhancing the effectiveness of prDOOH campaigns.

On another note, VIOOH’s study also reveals that global advertisers and agencies are increasingly prioritising sustainability in their campaigns. The survey shows that 60% of marketers view sustainability as a key factor when investing in prDOOH.

Marketers in the UK (61%), Australia (65%), France (65%), and Brazil (65%) particularly favour prDOOH for its efficiency and sustainability. Its ability to reduce wasteful impressions by targeting specific audiences or conditions, along with its broad broadcast reach (62% for prDOOH vs. 58% for DOOH and 52% for OOH), enhances its appeal.

The increasing focus on sustainability, now a top-three priority for nearly a third of global marketers (31%), underscores a shift towards eco-conscious marketing practices. prDOOH stands out in this trend due to its clear sustainability advantages.

Jean-Christophe Conti, chief executive officer at VIOOH, said, “Globally marketers increasingly recognise prDOOH’s flexibility, dynamic creative opportunities, and sustainability benefits. We’re confident its growth will continue, and as this report indicates, we anticipate a 28% increase in prDOOH spending over the next 18 months, with significant budgets sourced from existing traditional and digital budgets, as well as entirely new budget allocations.”

Conti added, “The flexibility of programmatic buying has enabled marketers to seamlessly integrate prDOOH into their campaigns as part of broader multi-channel strategies, and we’re looking forward to continuing to drive the evolution of DOOH towards a programmatic, more integrated future in the media landscape.”

Singapore – Yahoo Advertising has partnered with global digital out-of-home (DOOH) supply-side platform VIOOH in a new whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.

By examining a series of case studies, the joint whitepaper outlines how advertisers can maximise multi-channel campaign impact through the inclusion of prDOOH. It includes how to optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI.

Analysis findings in the report showed that the inclusion of prDOOH in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness.

The report states that the inclusion of prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect, as DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.

To support the notion that there is indeed a ‘priming effect’, the report examined a multi-market campaign from Jones Lang LaSalle across Australia, Singapore, and Hong Kong and a campaign from Schroders in Singapore, where prDOOH was used alongside digital channels to drive incremental online campaign results.

From this, analysis results emphasised the power of the offline priming effect and positive impact on ROI, as campaigns included significantly increased website visit rates for audiences primed by prDOOH and a +80% overall mobile retargeting click-through rate (CTR) for prDOOH-primed audiences.

Furthermore, the whitepaper revealed that prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium.

Looking through various case study results, a 15% incremental increase in sales for Danone Aptamil in the UK is attributable directly to prDOOH, and a 37% increase in sales when combined alongside digital channels. Additionally, a campaign with Tourism Tasmania in Australia showed prDOOH contributed to a 31% lift in website visits, with the overall campaign responsible for a 51% increase in visitation to Tasmania.

These results support the idea that prDOOH’s ‘attention-grabbing’ characteristics have the ability to boost ROI by driving sales and footfall.

The idea behind the whitepaper comes from the State of the Nation for programmatic DOOH report released by VIOOH earlier this year. The report outlined the key request from advertisers, which is to understand how prDOOH fits within multi-channel campaigns and how to best measure its impact.

Helen Miall, CMO at VIOOH, said, “This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.” 

Also speaking on the whitepaper, Andrew Gilbert, director of platforms for AUSEA at Yahoo, shared, “In today’s landscape, adopting a multi-channel approach to campaign planning and buying has become standard practice for many advertisers who seek to understand how they can best combine different channels to maximum effect. Programmatic is enabling DOOH to be planned, activated, and optimised alongside other channels, with display, audio, and social emerging as the most popular channels for pairing.”

Australia –  A majority of Australian advertisers are set to increase their spend on programmatic DOOH by over a third by the next few months, according to a report by VIOOH.

The findings of the research showed that the future of programmatic DOOH (prDOOH) remains strong, with its popularity surging, especially in Australia. 

Over 37%, or a third, of Australian advertisers who have worked across campaigns in the past 12–18 months have included prDOOH, with the average expected to increase to 43% in the next 18 months. 

The survey respondents in Australia stated that they plan to increase spending by over a third, or 34%, over the next 18 months. Nearly a third of advertisers in Australia are taking budgets from other digital or traditional channels (28% and 29%, respectively), and 15% are allocating new budgets for prDOOH.

And while only 7% of main OOH teams are likely to be accessing new budgets for prDOOH,  this increases to 17% for digital or programmatic teams when buying is diversified. 

A majority, or 81% of those surveyed, also felt that prDOOH offers the most innovative opportunities compared to any other media channel, with it delivering highly targeted activations, the ability to buy placements in real-time, optimise campaigns in-flight, and delivering dynamic and contextually relevant creative.

Furthermore, with the steady rise of advertisers in Australia adopting prDOOH, awareness of the distinctive advantages it offers is also gaining recognition, with brand safety at 67%, accurate location targeting at 66%, and establishing trust and credibility with the target audience at 67%.

Oftentimes, OOH teams oversee prDOOH buys (67%), with over half (56%) of buying responsibility sitting within digital teams, suggesting some level of overlap. 

The Australian advertisers take advantage of prDOOH’s flexibility (63%, +8% pts vs. DOOH) and ability to establish credibility with an advertiser’s customer (64%, +8% pts vs. DOOH). 

Another part of the report showed that over a third, or 35%, of Australian advertisers purchase their DOOH campaigns through a programmatic buy only, followed by 32% of Australian advertisers saying they usually or always use a mixture of programmatic and direct buys. 

Additionally, both performance-led and brand-led campaigns are popular options in the market, with a large overlap of participants totaling more than 50% stating that prDOOH is important for both options (81% for performance-led and 78% for brand-led campaigns).

Meanwhile, Australian advertisers also consider social media to be a natural fit to complement prDOOH in both brand (80%) and performance campaigns (80%). Other options considered include the use of display ads (77%), alongside prDOOH in both performance and brand-led campaigns.

Jean-Christophe Conti, chief executive officer at VIOOH, said, “Programmatic DOOH is becoming mainstream and is now a must-have on every media plan. This year’s State of the Nation report shows not only that advertising budgets continue to be reallocated for increased prDOOH spend year-on-year, but the opportunities from highly targeted activations to trigger-based buying are giving advertisers a raft of flexible, high-value tools which complement both brand and performance ad campaigns.”

He added, “With programmatic DOOH becoming more mature, media professionals are also increasingly integrating prDOOH into multi-channel strategies, often using it alongside social media and display advertising.”

Sydney, Australia – Global digital out-of-home (OOH) marketplace VIOOH has announced new hires for its newly created commercial roles in Australia and New Zealand, with Ryan Sullivan as partnerships director and Mitchell Hodges as technical solutions manager

The announcement comes as VIOOH prepares to release its third annual “State of the Nation” for programmatic DOOH report for the Australian market. 

In his new role, Sullivan will be responsible for taking the management of existing media owners forward, supporting them to transform their businesses through programmatic selling. 

Sullivan joins VIOOH from Bench Media, an independent programmatic media agency in Australia. He is also one of Australia’s earliest advocates of programmatic DOOH and brings with him extensive programmatic experience to VIOOH, having worked with numerous brands and agencies over the years, helping to develop their internal programmatic capabilities. 

Meanwhile, Hodges brings with him valuable experience and will provide crucial support for media owners by guiding technical implementation and spearheading revenue growth and partner education.

Prior to his appointment, he was with Yahoo DSP, where he drove omnichannel campaign success and product development across prDOOH, CTV, Video, Audio and Native. Hodges was instrumental in the recent successes in prDOOH from Tourism Tasmania and SIXT Auto Club Membership.

The new hires are a first for the OOH marketplace in the ANZ region, with both positions based in Sydney. They will sit within the commercial team led by Gavin Wilson, global chief customer and revenue officer at VIOOH. 

Currently, VIOOH’s platform has over 40 DSP partnership agreements globally, including live integrations in the ANZ market with CAASie, Google DV360, Hivestack, Lemma, The Trade Desk, Vistar Media and Yahoo DSP, and is the exclusive SSP for JCDecaux Australia and New Zealand, as well as offering programmatic inventory for multiple media owners including Tonic Media Network.

The OOH marketplace is also set to make additional hires in Australia in the coming months to further develop the demand side and ensure operational excellence. 

Speaking on the announcement, Wilson said, “We’re excited about the potential that programmatic digital out of home inventory can deliver to brands and media owners, and these local hires are an indication of the opportunity we see for VIOOH in the ANZ region. We’re seeing positive year-on-year growth in the region, and having resources locally on the ground will drive relationships and trust, and we fully expect revenue to be enhanced as a result.” 

Also commenting on the hires, Jean-Christophe Conti, CEO at VIOOH, said, “Our ambition is to change the conversation about out of home, with a platform to help accelerate transformation in outdoor advertising through automation. VIOOH offers advertisers a more flexible and impactful way to connect with audiences, and provides media owners with the opportunity to access digital budgets and new customers. With programmatic DOOH becoming more mainstream and a must-have on every media plan, I hope ANZ advertisers and media owners alike will maximise this new opportunity to thrive.” 

Beijing, China Today, VIOOH, a global digital out of home (DOOH) supply-side platform, announced the hire of Calvin Chan as the new chief executive officer in China. 

In his new role, Chan will be responsible for scaling and developing VIOOH’s programmatic digital out of home (pDOOH) offering across mainland China and Hong Kong, China. 

Meanwhile, Jean-Christophe Conti, CEO of VIOOH, commented, “We’re delighted to be welcoming Calvin Chan to the VIOOH team. Calvin is a widely respected leader within the industry and he brings a wealth of experience and knowledge to this role.” 

“It’s an exciting time for the region, with the recent launch of our programmatic digital OOH offering across the Hong Kong Metro network, and further expansion set for mainland China,” added Conti. 

Moreover, Chan is considered to be an innovative and widely respected digital industry expert in China, with nearly 20 years of experience in the digital and marketing technology industry. Prior to joining VIOOH, Chan served as The Trade Desk’s first general manager for China, where he contributed to the exponential business growth and talent development for its market entry. Previous to this, Chan was the chief executive officer at AdMaster. Chan has also held management positions in China and the US for The Nielsen Company. 

Calvin Chan, CEO for China at VIOOH on his new role, “I’m thrilled to be joining VIOOH at such a transformational time for the industry. Programmatic digital out of home is certainly one of the most promising growth engines for the AdTech industry both in the Mainland China and Hong Kong markets and I look forward to sharing more developments to come from VIOOH.” 

VIOOH launched in Hong Kong back in 2020 at Hong Kong International Airport. This was shortly followed by its expansion into urban Hong Kong with JCDecaux Cityscape’s street furniture and bus shelter inventory. Most recently at the beginning of last month, VIOOH launched its programmatic digital OOH offering across the Hong Kong MTR network in partnership with JCDecaux Transport – bringing VIOOH’s coverage to 70% of Hong Kong’s total number of digital screens.

Sydney, Australia – London-headquartered global digital out-of-home (OOH) marketplace, VIOOH, has announced a new partnership with Australia’s largest health and wellbeing media network, Tonic Media Network, to give Tonic Media Network access to VIOOH’s market-leading Supply-Side Platform (SSP) which currently has 36 Demand-Side Platform (DSP) partners globally, including the likes of The TradeDesk, Amobee and MediaMath.

With health being a priority now, more than ever before, Tonic Media Network’s mission is to improve the health and wellbeing of all Australians, by delivering trusted and evidence-based information to consumers, at point of care – inside GP waiting rooms, Pharmacies and Aboriginal Medical Services. Tonic Media Network assets reach over 16 million people monthly, via a network of 3,500 digital screens that span the breadth of Australia, including all capital cities and regional and remote towns. 

Natalia Escribano, Chief Commercial Officer at VIOOH, shared, “I’m delighted to be announcing our strategic partnership with Tonic Media,” 

“Tonic Media’s inventory nicely complements the inventory of our existing supply in Australia and I look forward to seeing the exciting programmatic DOOH campaigns to come from this new partnership,” Escribano added.

Utilising VIOOH’s SSP, and with access to Tonic Media’s health and wellbeing OOH inventory, this partnership allows more advertisers to create high-impact, data-driven and efficient DOOH campaigns across Australia.

Richard Silverton, Tonic Media Network CEO, commented, “We are thrilled to be VIOOH’s first non-JCDecaux partner in Australia. As early adopters of programmatic DOOH, we know this partnership delivers VIOOH and their DSP partners specific, highly contextual, and relevant health environments, complementing broader DOOH campaigns running across the platform.”

Meanwhile, Michael Tobin, Tonic Media Network’s Partnerships & Programmatic Manager added, “One of the key benefits of this partnership will be to leverage the global experience and knowledge of VIOOH’s programmatic DOOH capabilities and utilise those learnings for advertisers here in the Australian market.” 

Auckland, New Zealand – Out-of-home media company JCDecaux in New Zealand and global digital out-of-home marketplace VIOOH have launched their programmatic offering in partnership with Air New Zealand.

Said campaign is the first to run programmatically across JCDecaux New Zealand’s airport portfolio. Additionally, it is the first campaign in New Zealand to leverage the global integration between VIOOH’s supply-side platform and Yahoo’s demand-side platform.

The offering, called as ‘JCDecaux PROGRAMMATIC’, is now available to all advertisers interested in booking digital inventory in and around Auckland, Christchurch and Queenstown Airports, and offers the benefit of short-booking lead times and the ability to ‘switch on, switch off and pause’ a campaign. Programmatic digital out-of-home also provides the ability to buy inventory on specific days or during selected dayparts, and based on specific triggers, such as the weather. 

“The launch of JCDecaux PROGRAMMATIC in airports is an important first step towards the wider launch, which will include all JCDecaux roadside Digital Large Format locations, planned for early 2022. Programmatic buying is set to transform the industry in New Zealand, offering advertisers access to high-quality out-of-home inventory with true control and even greater flexibility,” said Mike Watkins, country head at JCDecaux New Zealand.

JCDecaux New Zealand’s exclusive global supply-side platform VIOOH, automates the planning and trading of digital out-of-home. Globally, VIOOH is connected with over 34 DSPs, including foundation partners for the New Zealand market Yahoo and Vistar. In New Zealand, JCDecaux’s programmatic offering will be DSP agnostic, with more integrations planned in the coming months.

“I’m delighted to be announcing our first programmatic out-of-home campaign in New Zealand. New Zealand is a new and growing market for VIOOH, so I’m excited to see how our programmatic out-of-home offerings will enable more advertisers in this market to have access to high quality, targeted media activations for their digital out-of-home campaigns, and therefore drive more efficacy and optimized results,” said Jean-Christophe Conti, chief executive officer at VIOOH.

The campaign is also made possible by dentsu and Yahoo’s omnichannel demand-side platform (DSP).

“Yahoo’s omnichannel DSP makes it easy for advertisers to connect to consumers no matter where they are. To have JCDecaux, a leading out-of-home player, plugged in and trading programmatically on the platform opens up a new world of possibilities. This is only the start of our very exciting global partnership with VIOOH and JCDecaux,” said John McNerney, director of platforms for ANZ at Yahoo.

Meanwhile, Richard Pook, GM for products and partnerships at dentsu, commented, “It’s great to see JCDecaux launching programmatic outdoor with Air New Zealand, offering them flexibility, superior efficiency and audience buying capability. As we fully scale inventory availability in New Zealand over the next few months, I am sure that clients and agencies will rapidly embrace this new and exciting way of buying out-of-home audiences.”

Sydney, Australia – Australian ad executives believe that the future of advertising is in out-of-home (OOH)’s inclusion in programmatic multi-channel campaigns and increased investment in digital out-of-home (DOOH) expertise, as 82% of local industry executives plan to integrate programmatic OOH more closely into multi-channel campaigns. This is according to the latest data from DOOH marketplace VIOOH.

The data also notes that 85% of Australian executives plan to invest in programmatic OOH expertise.

In regards to planning and buying DOOH media, 37% of Australian agency executives have planned programmatic digital out-of-home (prDOOH) alongside other digital programmatic campaigns, and 56% have planned it alongside other OOH activity, reflecting a variety of approaches. When it comes to buying, this responsibility in media agencies shifts towards dedicated prDOOH teams (66% of respondents), although there are still overlaps with digital programmatic teams (48% of respondents) and the OOH teams (44% of respondents).

“VIOOH’s new ‘State of the Nation’ report gives further proof that programmatic is the accelerator for DOOH growth, allowing it to be truly integrated into multi-channel campaigns for the first time. Increasing numbers of advertising executives are drawn to the versatility and value that programmatic DOOH offers, and state that they won’t go back to more traditional ways of buying OOH,” said Jean-Christophe Conti, chief executive officer at VIOOH

Around 81% of Australian executives say that a key thing to their job is the ability to measure campaign performance across multiple digital channels including programmatic OOH. Furthermore, 76% of Australian executives stated that the ability to use dynamic creative is an important factor in determining their investment in prDOOH.

Meanwhile, 77% of Australian executives have identified that trigger-based buying, such as reacting to events, news, promotions, moments in time, locations, audiences as they move, weather and environmental conditions, are an important driver for investment in programmatic OOH.

Around 86% of agency respondents and 81% of advertiser respondents in Australia see programmatic OOH as a great way to reach a broadcast audience, while 82% of agency execs and 82% of advertisers agree that programmatic OOH provides innovative ways to target consumers.

On the brand side, most Australian creative executives from both agency and advertising (68%) believe that prDOOH is a great way to build brand awareness. On the performance side, meanwhile, the said executives also see it as a great way to drive response with about 69% of them.

“The report also shows that buying responsibilities are being spread across digital programmatic and OOH teams, supporting this shift towards programmatic DOOH. Agencies and advertisers therefore need to establish clear strategies for prDOOH, build expertise to address any knowledge gaps and help create best practices to integrate prDOOH into more multi-channel campaigns,” added Conti.

Hong Kong – London-headquartered global digital out-of-home (OOH) marketplace, VIOOH, has partnered with outdoor advertising company JCDecaux, to expand to urban Hong Kong via JCDecaux Cityscape its street furniture and bus shelter programmatic advertising inventory. 

JCDecaux Cityscape in Hong Kong has been operating Bus Shelter Advertising since 1993 and Tramcar Advertising for more than 10 years. With its Audience Intelligence Solution on the media assets, JCDecaux Cityscape is able to reach and interact with a broad group of mobile audiences every day.

Following the partnership, VIOOH would now be covering a quarter of the digital OOH market in Hong Kong across street furniture, trading across both guaranteed and non-guaranteed deals via JCDecaux. 

The affiliated data partners include Audience Management System for Street Furniture developed by JCDecaux, and OOH Planning and Measurement from audience and location intelligence company AdSquare, while integrated DSP partners include ad-tech firms Hivestack and The Trade Desk, as well as media agency Verizon Media.

VIOOH China’s CEO Ben Lin shared that VIOOH is pleased to offer advertisers the opportunity to benefit from more digital inventory at premium locations in Hong Kong.

“Our ambition is to change the conversation about out of home and to help accelerate transformation in outdoor advertising and we hope advertisers and media owners alike will maximize this new opportunity to thrive,” said Lin.

Meanwhile, Yoann El Jaouhari, the managing director of JCDecaux Cityscape, said that with this launch, their clients can enjoy unmatched flexibility, data-driven media planning, optimization, and retargeting capabilities, and data-triggered digital content across multiple prime districts in Hong Kong Island, namely Admiralty, Causeway Bay, and Central, as well as Wan Chai. 

“Our advanced ecosystem of data and digital solutions will help us accompany the brands to leverage the power of digital programmatic OOH, smartly optimize their advertising strategy, and keep improving the return on their ad spend in Hong Kong with JCDecaux,” said El Jaouhari.

According to VIOOH’s recent State of the Nation report, about 84% of Hong Kong advertisers claim they have bought, planned, or placed OOH programmatically in the last 12 months, above social media. Almost 94% expect to increase their investment in programmatic OOH in the next 18 months, indicating that programmatic OOH, considered to offer benefits for both brand-led and performance-led campaigns, is well utilized in the market.

In Hong Kong, programmatic investment in OOH in the last 12 months is the media channel that ranks highest, with 80% on social media, 80% on digital video, and 70% on digital audio following closely behind. About 76% of all Hong Kong media executives either agree or strongly agree that programmatic OOH is a clear part of their programmatic and digital strategy, with a greater number 82% agreeing programmatic OOH provides excellent value for money.

VIOOH said that more digital OOH inventory is due to be announced later this year.