1、State of the Nation 2022Australia white State of the Nationpartnered with research partnerProgrammatic DOOH 2022Australia white State of the Nation 2022Australia white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic D

2、OOH as part of the programmatic 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 stu

3、dies Precision targeting and real-time audience data05 SummaryCState of the Nation 2022Australia white paper3InJune2022,VIOOHpartneredwithMTMtosurvey1,000agencyandadvertisingexecutivesacrossAustralia,theUS,UK,GermanyandFranceontheirperceptionsofprogrammaticdigitalout-of-home(DOOH),theirapproachestop

4、lanningandbuying,comparisonstoothermedia,andthefuture ofprogrammaticDOOH.In Australia,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 DOO

5、H programmatically enables flexibility to respond to changing consumer behaviour and contexts,demand for programmatic DOOH has increased from advertisers across all sectors,with Australian media executives reporting increases in both the number of advertisers investing in the channel,and the amount

6、of budget invested.Australian media executives identify the ability to employ a wealth of different data sources to target consumers at a granular level as a key driver in the growth of programmatic DOOH,in line with global executives.Many are excited about the prospect of overlaying real-time audie