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1、State of the Nation 2022UK white State of the Nationpartnered with research partnerProgrammatic DOOH 2022UK white State of the Nation 2022UK white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic DOOH as part of the pr

2、ogrammatic omni-channel media mix Full funnel activation03 Definingthenewlandscape(WhatisnextforprogrammaticDOOH?)Expected demand for programmatic DOOH In-house investment 04 Overcomingbarrierstoadoption More widespread understanding of programmatic DOOH Measurement and case studies Precision target

3、ing and real-time audience data05 SummaryCState of the Nation 2022UK white paper3InJune2022,VIOOHpartneredwithMTMtosurvey1,000agencyandadvertisingexecutivesacrosstheUK,US,Germany,FranceandAustraliaontheirperceptionsofprogrammaticdigitalout-of-home(DOOH),theirapproachestoplanningandbuying,comparisons

4、toothermedia,andthefutureofprogrammaticDOOH.In the UK,growth in programmatic DOOH over the last 12 months has been driven,in part,by a widespread preference for agility in campaign strategy and execution as a result of the COVID-19 pandemic.Recognising that buying OOH programmatically enables flexib

5、ility to respond to changing consumer behaviour and contexts,demand for programmatic DOOH has increased from advertisers across all sectors,with UK media executives reporting increases in both the number of advertisers investing in the channel,as well as the amount of budget invested.Moreover,media

6、executives in the UK recognise this flexibility as a key strength of the channel,selecting flexibility in buying and campaign activation as the primary reason that spend in programmatic DOOH will increase over the next 18 months.In addition,executives in the UK appreciate the cost efficiency that is