VIOOH：2021年度全球程序化数字户外广告(prDOOH)白皮书（英文版）（23页）.pdf

1、partnered with research partnerState of the NationProgrammatic OOH 2021Global white State of the Nation 2021Global white paper02VIOOH partnered with MTM to survey 1,000 senior agency and advertising executives across the US,UK,Germany,France and Australia on their perceptions of programmatic out of

2、home(OOH),comparisons to other media,approaches to planning and buying,and the future of programmatic OOH.Drawn to the flexibility offered by programmatic channels during the COVID-19 pandemic,agency and advertising executives are positive about the role programmatic OOH can play and expect to incre

3、ase their investment in future.Programmatic OOH investment is being driven by strengths in targeting,measurement and ROI,the latter increasingly important as marketing budgets come under more scrutiny.Further,programmatic OOH is seen as a truly versatile channel,able to support brand and performance

4、 goals,and executives rank it competitively against other digital channels.As the buying audience for programmatic OOH expands,there is more work to do,with knowledge gaps and a lack of consistency in how programmatic OOH is planned and bought,which risks it being overlooked or used inefficiently.Th

5、e overall outlook is positive however,with executives planning to invest in programmatic OOH expertise and integrate this new media buying method more frequently into multi-channel campaigns,which will drive further innovation and growth.Executive State of the Nation 2021Global white paper03As we co

6、vered in our previous State of the Nation reports,programmatic has been a major theme in digital advertising over the last decade.In this new report,we see that programmatic has proved increasingly important during the COVID-19 pandemic,as advertisers continue to seek more flexibility in their marke