VIOOH：2023年度中国大陆程序化数字户外广告(prDOOH)白皮书（中译版）（32页）.pdf

1、State of the Nation 2023Mainland China white State of the NationProgrammatic DOOH 2023Mainland China white State of the Nation 2023Mainland China white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic DOOH as part of t

2、he omni-channel media mix Full funnel activation03 Definingthenewlandscape(WhatisnextforprogrammaticDOOH?)Expected demand for programmatic DOOH Future investment04 Overcomingbarrierstoadoption More widespread understanding of programmatic DOOH Evaluating advertising impact Measurement and data granu

3、larity05 SummaryCState of the Nation 2023Mainland China white paper3InMarch2023,VIOOHpartneredwithMorketingResearchInstitutetosurvey105agenciesandadvertisingexecutivesontheadoptionofprogrammaticdigitaloutofhome(DOOH)inmainlandChinamarket.Compared to the global market,the development of programmatic

4、DOOH in mainland China is still in its early stages,yet due to the increasing demand for precision and flexibility,programmatic is accelerating the empowerment of the DOOH market in mainland China.The value of programmatic DOOH has been recognized for achieving both performance and branding goals.At

5、 the same time,its strategic position in omni-channel marketing is irreplaceable,showcasing the synergy it has with other digital channels such as social media,digital audio and lift/building interiors media in covering the entire funnel.Currently,most industry professionals are optimistic about the

6、 future of programmatic DOOH,but they lack a deeper understanding of its specific applications such as data metrics,measurement and audience analysis.Therefore,in terms of investment value evaluation,the industry generally needs more tangible indicators to prove its value.This also indicates that th