PLACEEXCHANGE：2023年下半年户外广告位交易程序化趋势报告（英文版）（19页）.pdf

1、H2 2023 Place Exchange Programmatic OOH Trends ReportJanuary 2024OverviewThe Place Exchange Programmatic OOH Trends report provides a snapshot of select US programmatic OOH spending patterns within the Place Exchange platform,analyzing delivery across billions of programmatic OOH impressions.These r

2、esults compare data from H2 2023 with data from H1 2023.2Table of Contents1 Select Takeaways2 Advertiser Category Trends3 Asset Category&Pricing Trends4 Creative Format and Transaction Type Trends3Select Takeaways1Select TakeawaysFrom H1 2023 to H2 2023,the top 3 programmatic OOH advertising categor

3、ies remained the same(Food/Drink,Personal Finance,and Health/Fitness)and accounted for almost half of spend.In both time periods,the other half of spend was balanced across a broad mix of categories,with some notable gains and declines in different categories.The fastest-growing categories were Home

4、/Garden,Business,Automotive,Shopping,Tech/Computing,and Health/Fitness.Billboards remained the single largest asset category by spend,at 38%.Place-based formats continued to grow,with OOH TV screens accounting for 27%of spend,followed by Display Panels at 15%,and Kiosks at 12%.Outdoor remained the l

5、argest venue category,with 55%of spend,followed by Retail at 15%,Transit at 10%,and Entertainment at 8%.Overall,the number of programmatic OOH screens increased by 32%,driven mainly by deployments at entertainment,retail,transit,and residential locations.The average CPM for programmatic OOH inventor

6、y was$7.24 in H2 2023,a slight increase from the$7.17 average in H1 2023.CPMs by venue category were relatively stable.Video continued to represent a material portion of spending,comprising over one third of programmatic OOH spend on video-enabled screens.While programmatic OOH supports a wide varie