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1、viooh|1VIOOH/State of the Nation 2020/UKpartnered with research partnerSTATE NATIONOF THET H E F U T U R E O F D I G I T A L O U T O F H O M E 2 0 2 0+UK VERSIONviooh|2VIOOH/State of the Nation 2020/UKVIOOH partnered with MTM to survey 600 senior agency and advertising executives across the UK,US an

2、d Germany on their perceptions of programmatic out of home,how it compares to other media,and their wider planning and buying decisions.Amongst those who were planning to buy or place advertising on digital OOH inventory,programmatic has received a positive response with many considering it one of t

3、he most innovative areas of advertising.Most executives expect to increase their investment in programmatic OOH and the proportion of omni-channel campaigns it features in.Despite the macro-economic uncertainty caused by COVID-19,respondents were optimistic about the opportunities that programmatic

4、OOH offers.Whilst most executives expect COVID-19 to impact overall ad spend,over a third(35%)expect to more than double their spend on programmatic OOH in the next 18 months,acknowledging that programmatic advertising is more important to their business marketing success at a time of crisis.EXECUTI

5、VE SUMMARYPerceptions of consistent and robust measurement and reliable targeting methods need to be addressed to help programmatic OOH reach its full potential across the wider digital ecosystem.VIOOH is working to address these issues and-given the findings in this report-is excited about what the

6、 2020s will offer in the programmatic OOH space.viooh|3VIOOH/State of the Nation 2020/UKWe asked a leading expert in digital OOH to deliver a foreword to our report,stating in their own words,their perception on the state of the nation of programmatic OOH in the UK market.Digital out-of-home adverti