1、partnered with research partnerState of the NationProgrammatic OOH 2021Australia white State of the Nation 2021Australia white paper02VIOOH partnered with MTM to survey 1,000 senior agency and advertising executives across the US,UK,Germany,France and Australia on their perceptions of programmatic o

2、ut of home(OOH),comparisons to other media,approaches to planning and buying,and the future of programmatic OOH.Drawn to the flexibility offered by programmatic channels during the COVID-19 pandemic,agency and advertising executives are positive about the role programmatic OOH can play and expect to

3、 increase their investment in future.Programmatic OOH investment is being driven by strengths in targeting,measurement and ROI,the latter increasingly important as marketing budgets come under more scrutiny.Further,programmatic OOH is seen as a truly versatile channel,able to support brand and perfo

4、rmance goals,and executives rank it competitively against other digital channels.As the buying audience for programmatic OOH expands,there is more work to do,with knowledge gaps and a lack of consistency in how programmatic OOH is planned and bought,which risks it being overlooked or used inefficien

5、tly.The overall outlook is positive however,with executives planning to invest in programmatic OOH expertise and integrate this new media buying method more frequently into multi-channel campaigns,which will drive further innovation and growth.Executive State of the Nation 2021Australia white paper0

6、3As we covered in our previous State of the Nation reports,programmatic has been a major theme in digital advertising over the last decade.In this new report,we see that programmatic has proved increasingly important during the COVID-19 pandemic,as advertisers continue to seek more flexibility in th

7、eir marketing.Programmatic has continued to gain traction in out of home advertising as advertisers,agencies,DSPs and media owners embrace the digitisation and programmatic capabilities of OOH:more control and flexibility offered to budget holders,greater opportunities to complement multi-channel ca

8、mpaigns,and the ability to target desirable audiences at key moments.This years white paper,expanded to include Australia and France,explores key questions about programmatic OOH and its future:How widely has it been adopted and how is it being used?How is programmatic OOH planned and bought,and how

9、 is it integrated into multi-channel campaigns?What is driving investment and what would unlock further spend?It should be noted we decided to include Australia in this report because although a newcomer to programmatic OOH,they have shown strong initial adoption and we believe this market will cont

10、inue to grow significantly in the coming years.VIOOH partnered with MTM to survey 1,000 senior executives from media agencies and brands across Australia,France,Germany,the UK and USA,and also conducted interviews with key media agency executives,to understand the industrys perceptions of programmat

11、ic OOH,how it is being used and where there are opportunities for greater adoption.This year,we expanded the sample to include more people with a programmatic background,regardless of whether they have prior experience in OOH,to reflect how programmatic OOH is viewed by both digital and OOH buyers.T

12、his multi-market approach provides an unparalleled perspective from five major advertising markets to understand the State of the Nation of programmatic OOH.This version focuses specifically on the Australian results and looks at how Australia compares with the global averages.Programmatic OOH The f

13、uture is State of the Nation 2021Australia white paper04How programmatic OOH worksAd exchangeProgrammatic trading deskAgencyAdvertisersDemand-side platform(DSP)Ad exchangeAd exchangeAd exchangeAd exchangeAd serverMedia ownerSupply-side platform(SSP)Auction takes placeFlow of creative and moneyFlow o

14、f inventory1Programmatic primerFirstly,what is programmatic?Simply put,its an automated buying and selling process using various technology platforms and data to transact in real-time,enhance flexibility and reduce barriers to entry.Programmatic OOH is a subset of digital OOH,and refers to a method

15、of trading digital out of home inventory rather than the broader media channel definition.For more details on programmatic technology in OOH check out our informative video How to buy programmatic OOHState of the Nation 2021Australia white paper05The state of State of the Nation 2021Australia white

16、paper06COVID-19s impact on advertising214%more board directors think programmatic is important to their business marketing success compared to last yearAs the COVID-19 pandemic took hold in early 2020,businesses had to rapidly adapt their marketing strategies,with many cutting or reallocating budget

17、s across brand and performance marketing.In our Q4 2020 report,executives reflected on the uncertainty around advertising in general but were positive about programmatic channels and the role they could play in the next 12 months.Programmatic advertising is increasingly important following COVID100%

18、78%83%100%87%93%82%(+5%YoY)of industry executives feel more pressure to deliver on short-term metrics due to COVID-19;whereas 83%(flat YoY)feel more pressure to deliver on long-term brand building campaigns100%73%84%Global average 89%(+12%YoY)Global average 82%(+5%YoY)Global average 83%(flat YoY)Mid

19、-managerial Executive director Board director“They predicted correctly,with executives reporting programmatic advertising as increasingly important to their businesses in the last 12 months.In Australia,90%of executives see programmatic channels as more critical to their business in the context of t

20、he COVID-19 crisis,broadly in line with the global average(89%).This increases to 93%for Australian board directors,mirroring the global average(93%),showing strong senior support(see Exhibit 2).A key reason for this is a need for flexibility in planning and running advertising campaigns.Most Austra

21、lian executives (83%agency,85%advertiser)agree that they are more likely to use programmatic advertising in general due to the flexibility it offers.This aligns closely with the global averages(84%agency,82%advertiser).I feel more pressure to focus on building long-term branding campaigns due to the

22、 ongoing impact of COVID-19Programmatic capabilities are more important to my business marketing success at a time of crisisI feel more pressure to deliver on short-term performance metrics due to the ongoing impact of COVID-1989%(+12%YoY)of industry executives think programmatic advertising is more

23、 important to their businesses marketing success at a time of crisis,this is pronounced more amongst senior executivesExhibit 2 Survey question:Now thinking about this years developments around COVID-19,to what extent do you agree or disagree with the following statements?Numbers shown represent res

24、pondents who chose strongly agree or slightly State of the Nation 2021Australia white paper07The pandemic has made people recognise the benefits of buying OOH programmatically and this has helped drive uptake.Head of Partnerships,Media Agency,Australia“These benefits will apply when we get back to n

25、ormal and yes,I think people will stick with it.Head of Partnerships,Media Agency,Australia“3We now want you to think about how adapting to the impacts of COVID-19 may have changed the way you plan media in future.To what extent do you agree or disagree with the following statements?Media agency Adv

26、ertiserThey also predict that this behaviour will stick even as the world returns to normal.As shown in Exhibit 3,Australian executives are focused on strategies which reach targeted and broadcast audiences.As they adapt to the impact of CODIV-19,the majority(83%)also agree they are more likely to u

27、se programmatic due to the flexibility it offers.The Australian executive we spoke to agreed that flexibility has become a major consideration and has helped accelerate programmatic OOH adoption.Our campaign strategies are more focused on reaching a targeted audience It is important to be able to in

28、crease,decrease or reallocate/optimise media spend at short noticeOur campaign strategies are more focused on reaching a broadcast audience Flexibility to stop,start or pause campaigns has become a key consideration when selecting media typesWe are more likely to use programmatic advertising due to

29、the flexibility it offers The ability to change creative messages in real-time is important to us 88%75%85%81%83%85%83%75%82%82%80%87%Exhibit 3 Survey question:We now want you to think about how adapting to the impacts of COVID-19 may have changed the way you plan media in the future.To what extent

30、do you agree or disagree with the following statements?Numbers shown represented respondents who checked strongly agree and slightly State of the Nation 2021Australia white paper08The increasing importance of programmatic technology in general also applies to OOH media specifically.Digital OOH now h

31、as widespread adoption,with 62%of Australian executive respondents(and 62%globally)saying they had planned,bought,or placed digital OOH in the last 12 months.1 Of those,62%had traded OOH programmatically,in line with the global average (61%globally).2Similar to the global 2020 results,the Australian

32、 executives highlighted two of the three same drivers for investing in programmatic OOH(see Exhibit 4).Unique to this market,the ability to use dynamic creative is a key driver for investment.These results reiterate that the ability to use dynamic creative and flexibility in planning and buying,alon

33、gside the precision offered by trigger-based buying,are integral to driving programmatic investment.These strengths were reflected in our discussions with executives.Crucially,executives are confident they can measure and prove the value of programmatic OOH within multi-channel campaigns.Targeting,m

34、easurement and ROI are key drivers of investment in programmatic OOH Trigger-based buyingBuying impressions based on events,news,promotions,moments in time,locations,audiences as they move,weather,and environmental conditionsMeasurementThe ability to measure campaign performance across multiple digi

35、tal channelsDynamic creativeThe ability to use dynamic creativeMost important factors in determining investment in programmatic OOH481%81%Media agenciesAdvertisers79%74%Media agenciesAdvertisers74%78%Media agenciesAdvertisersBuying OOH programmatically massively reduces wastage even if prices can be

36、 higher than buying direct,it offers great value.Head of Partnerships,Media Agency,Australia“1Survey question:Which of the following media have you planned,bought,or placed in the last 12 months?2Survey question:Now thinking about programmatic advertising,which of the following media have you placed

37、/planned or bought programmatic advertising for in the last 12 months?Exhibit 4 Survey question:How important are the following in determining your investment in programmatic OOH?Results shown:Top three ranked out of 14 options by those who selected Very important or Quite State of the Nation 2021Au

38、stralia white paper0969%54%54%51%52%40%49%48%43%41%40%32%48%43%More cost efficiency from the market More behavioural data e.g.movementMore data to drive direct response e.g.cross channel measurement More options around precision of the campaigns in the market,e.g.being more granular on the data used

39、 More tangible metrics around the channel to demonstrate value More audience data e.g.demographics Situational data e.g.weather,sales and promotions 5Which of the following would you like see in order to give programmatic OOH campaigns more value and make you invest more?Media agency AdvertiserIn in

40、terviews,the Australian executive also referred to the need for a consistent supply of programmatic inventory giving them the potential to scale campaigns as and when needed.Exploring what would unlock even further investment in programmatic OOH,executives pointed to cost efficiency,more data to dri

41、ve direct response(e.g.cross-channel measurement)and more tangible metrics around the channel to demonstrate value-see Exhibit 5.This indicates that while positive on the creative benefits of programmatic OOH,executives believe there are opportunities to improve measurement,efficiency and effectiven

42、ess.Theres limited scale of programmatic OOH in the market Im sure this will flex as demand grows but its important that when clients want to go bigger,they can.Head of Partnerships,Media Agency,Australia“Exhibit 5 Survey question:Which of the following would you like see in order to give programmat

43、ic Out-of-Home campaigns more value and make you invest more?State of the Nation 2021Australia white paper10Programmatic OOH compares well with other digital channels,ranking in the top three on a wide range of attributes.Most importantly,Australian executives ranked its ability to trigger an emotio

44、nal response second only to social media,highlighting the true reason for advertising-the ability to engage with consumers.Programmatic technology is enhancing OOHsestablished strength of delivering high impact and meaningful messaging to consumers.Focusing on its capabilities,executives ranked prog

45、rammatic OOH third for delivering accurate location targeting,generating return on investment,increasing brand awareness and providing dynamic creative opportunities.Together,these points highlight the ability of programmatic OOH to fulfil several roles for advertisers effectively.Programmatic OOH r

46、anks highly compared with other digital channels We will now show you a list of attributes and digital media types.Please choose any of the media you feel deliver against these attributes.6Generating return on investment1 Social media2 Digital video advertising3 Programmatic digital OOH4 Digital aud

47、io5 In-app advertising6 Mobile7 Search8 Display9 Connected TVTriggering a positive emotionalresponse1 Social media2 Programmatic digital OOH3 Digital video advertising4 In-app advertising5 Digital audio6 Search7 Display8 Mobile9 Connected TVIncreasing brand awareness1 Social media2 Digital audio3 Pr

48、ogrammatic digital OOH4 Digital video advertising5 In-app advertising6 Mobile7 Search8 Display9 Connected TVDelivering accurate location targeting1 Digital audio2 Social media3 Programmatic digital OOH4 Digital video advertising5 In-app advertising6 Search7 Mobile8 Display9 Connected TVProviding dyn

49、amic creativeopportunities1 Social media2 Digital audio3 Digital video advertising4 Programmatic digital OOH5 In-app advertising6 Search7 Mobile8 Display9 Connected TVIncreasing sales/performance1 Social media2 Digital audio3 Digital video advertising4 Programmatic digital OOH5 In-app advertising6 M

50、obile7 Search8 Display9 Connected TVFlexibility/efficiency todisplay when the rightconditions are met1 Digital video advertising2 Social media3 In-app advertising4 Programmatic digital OOH5 Digital audio6 Mobile7 Search8 Display9 Connected TVTargeting the right people at the right time1 Social media

51、2 Digital video advertising3 Digital audio4 In-app advertising5 Programmatic digital OOH6 Search7 Display8 Mobile9 Connected TVExhibit 6 Survey question:We will now show you a list of attributes and media types.Please choose any of the media you feel deliver against these attributes.1)Social media i

52、ncudes Facebook,Instagram,Twitter etc.;2)Digital audio includes streaming audio,streaming music,and podcasts;3)Search includes pay-per-click;4)Display excludes social media;5)Mobile excludes in-app State of the Nation 2021Australia white paper11One of programmatic OOHs key strengths is its versatili

53、ty reaching broadcast and targeted audiences,and supporting both brand and performance marketing goals.Australian executives highlighted that it was key for their advertising campaigns to reach both broadcast(85%agency,81%advertiser,reflecting the 87%and 82%of respondents globally)and targeted audie

54、nces(88%agency,75%advertiser,similar to the 87%agency and slightly lower than the 81%advertiser respondents globally)as very important to them,particularly after the impact of COVID-193.Programmatic OOH delivers on both fronts.Most Australian executives see it as a great way to reach a broadcast aud

55、ience (86%agency and 81%advertiser,slightly below with global averages of 94%agency,91%advertiser).A majority also see it as an effective driver for purchase-making decisions on the go,though this measures below the rest of the markets(83%agency and 76%advertiser,compared with global averages of 93%

56、agency,88%advertiser).Programmatic OOH is seen as highly versatile To what extent do you agree or disagree with the following statements about programmatic OOH advertising?Media agencyAdvertiser7I fully understand programmatic OOH and its benefits Programmatic OOH is a great way to reach a broadcast

57、 audience Programmatic OOH provides innovative ways to target consumers Programmatic OOH is an effective driver for purchase-making decisions among people on the goProgrammatic OOH is a great way to build brand trust Programmatic OOH is a great form of advertising for reaching consumers on the goPro

58、grammatic OOH provides excellent value for money Adoption of programmatic OOH has been accelerated by COVID-19 Programmatic OOH is a great way to drive response(e.g.go in-store or online to purchase,download/go online)There are innovative solutions to measure and track the attribution of programmati

59、c OOH campaignsProgrammatic OOH is a great way to build brand awareness Programmatic OOH is a clear part of our programmatic/digital strategy 95%88%83%76%77%71%67%70%86%81%79%78%73%67%68%68%82%82%84%73%69%68%69%63%3Survey question:We now want you to think about how adapting to the impacts of COVID-1

60、9 may have changed the way you plan media in future.To what extent do you agree or disagree with the following statements:“Our campaign strategies are more focussed on reaching a broadcast audience”;“Our campaigns strategies are more focussed on reaching a targeted audience”.Exhibit 7 Survey questio

61、n:We will now show you a list of statements.To what extent do you agree or disagree with the following statements about programmatic OOH advertising?State of the Nation 2021Australia white paper12Related to this ability to deliver against campaigns with a targeted or broadcast approach,programmatic

62、OOH is also seen as highly relevant for both brand and performance campaigns,ranking third across digital channels for both(see Exhibit 8).Comparing this to our previous study,programmatic OOH has stepped ahead of digital audio advertising.On the brand side,many Australian executives(68%agency,68%ad

63、vertiser)believe that programmatic OOH is a great way to build brand awareness4,below the global averages of 80%agency and 75%advertiser respectively.On performance,the majority of Australian executives(84%agency,80%advertiser)see programmatic OOH as a great way to drive response e.g.driving people

64、to go in-store or online to make a purchase or download5,compared with 82%of agencies and 78%of advertisers globally.It should be noted that Australia scoring below the global average reflects the markets infancy in programmatic OOH.Although a relative newcomer to this channel of trading,Australia i

65、s experiencing significant early adoption and will only see strong growth over the coming years as the industry sees first-hand how it delivers on performance and brand driven campaigns.The findings were reflected in our discussions,with the Australian executive explaining how programmatic OOH was w

66、ell suited to both brand and performance objectives.This helps explain programmatic OOHs rise in usage and its broad appeal and implies a significant opportunity to tap into both brand and performance budgets,potentially playing numerous roles on multi-channel digital campaigns.It also highlights th

67、e degree of complexity in how media agencies and advertisers manage programmatic OOH.What digital channels do you see as important for brand and performance campaigns?8PerformanceBrand58%56%45%45%43%39%34%32%18%57%57%52%40%51%36%29%29%22%Social mediaDigital video advertisingProgrammatic digital OOHD

68、igital audioIn-app advertisingMobileSearchDisplayConnected TVWe use programmatic OOH mostly for brand-based activity,but more clients are using it for performance too,like driving footfall in-store which has worked really well.Head of Partnerships,Media Agency,Australia“4Programmatic OOH is a great

69、way to build brand awareness;see Exhibit 13 for numbers by market.5Programmatic OOH is a great way to drive response(e.g.go in-store or online to purchase,download/go online):see Exhibit 13 for numbers by market.Exhibit 8 Survey question:Which channels to you see as important for brand-led campaigns

70、?Which channels to you see as important for performance-led campaigns?State of the Nation 2021Australia white paper13Challenges programmatic OOH State of the Nation 2021Australia white paper14Who is responsible for programmatic OOH?Media agencies and advertisers are still adapting to programmatic OO

71、Hs rapid rise.That OOH is a traditional media channel with new programmatic capabilities,one that now delivers for both brand and performance campaigns,means that responsibility for programmatic OOH varies in current media agency and advertiser setups.When asked how they planned and bought programma

72、tic OOH,executives produced a variety of responses.Firstly,Australian advertisers are split between operating in-house(46%versus 37%global),outsourcing to media agencies(10%versus 20%global)and a combination of both(44%versus 43%global).Adding to this,planning and buying programmatic OOH specificall

73、y can then sit with OOH teams,digital teams or separate teams altogether(see Exhibit 9).The responses also show that within a given media agency,Australian executives are taking multiple approaches in the last 12 months,66%(compared with 55%globally)have bought via a dedicated programmatic OOH team,

74、48%(compared with 57%globally)have bought programmatic OOH via digital or programmatic teams,and 44%(55%globally)have done so via OOH teams,highlighting an overlap.9How has the programmatic OOH advertising you have placed/planned or bought in the last 12 months typically been planned?BAWho has typic

75、ally been responsible for planning and buying programmatic OOH in the last 12 months?(advertiser only)CHow has the programmatic OOH advertising you have placed/planned or bought in the last 12 months typically been bought?Both in-house team and media agency In-house team Media agencyPlanned as part

76、of other OOH activity56%70%Planned as part of digital/programmatic activity37%54%Planned as standalone OOH activity56%39%Bought by dedicated programmatic OOH team66%48%Bought by digital programmatic team48%62%Bought by OOH team44%34%Media agencyAdvertiser44%10%46%Exhibit 9 Survey questions:Who has t

77、ypically been responsible for planning and buying programmatic OOH in the last 12 months?How has the programmatic Out-of-Home advertising you have placed/planned or bought in the last 12 months typically been planned?How has the programmatic Out-of-Home advertising you have placed/planned or bought

78、in the last 12 months typically been bought?Media agencyAState of the Nation 2021Australia white paper15This raises several issues.Firstly,it implies that agencies and advertisers do not have a clear view on programmatic OOH at a strategy and comms planning level,risking it potentially being an afte

79、rthought rather than being fully integrated into large multi-channel campaigns.Secondly,if responsibilities for planning and buying programmatic OOH are unclear(e.g.between OOH and digital teams),it could be overlooked or see activity duplicated,creating inefficiency.Finally,it will be harder to bui

80、ld programmatic OOH expertise if activity is spread across multiple teams.In our discussions with executives,we heard the case for buying programmatic OOH through experts in programmatic teams,but that they see variation when it comes to planning.Our programmatic team buys all programmatic OOH as we

81、 have the relevant expertise.It gets planned with the media agency teams in the same agency group and tends to come to us through digital teams,although that can vary.Head of Partnerships,Media Agency,Australia“State of the Nation 2021Australia white paper16Whats coming State of the Nation 2021Austr

82、alia white paper17Increased inclusion in multi-channel campaigns will drive widespread adoption of programmatic OOH In Australia weve seen widespread adoption of digital OOH and,more importantly,were seeing adoption of programmatic OOH grow with almost two thirds(62%versus 62%global)of executives wh

83、o planned,bought or placed advertising on digital OOH screens doing so programmatically6.Looking ahead,66%of Australian executives(68%globally)plan to use digital OOH in the next 12 months,with more saying they plan to use digital OOH than any other channel,signalling significant growth(see Exhibit

84、10)of both digital OOH and programmatic trading.This was echoed by the Australian executive we spoke to who sees programmatic usage continuing to grow.Digital OOHRadioPrintConnected TVMobileDisplaySearchPrinted OOHBroadcast TVIn-app advertisingDigital audioDigital video advertisingSocial mediaDigita

85、l OOH10Which of the following media are you planning to,or are open to placing,planning or buying advertising for in the next 12 months?66%62%59%56%55%51%46%44%41%27%18%13%66%65%I think were still at a relatively early stage and I expect to see programmatic OOH to continue to grow quickly.Head of Pa

86、rtnerships,Media Agency,Australia“6Survey question:Now thinking about programmatic advertising,which of the following media have you placed/planned or bought programmatic advertising for in the last 18 months?Exhibit 10 Survey question:Which of the following media are you planning to,or are open to

87、placing,planning or buying for advertising in the next 12 months?State of the Nation 2021Australia white paper18Programmatic OOH specifically was used in approximately 47%of Australian respondents campaigns in the last 18 months,marginally down compared to 48%globally in our 2020 report7,an expected

88、 decline during the COVID pandemic when OOH campaigns overall were impacted.The growth lies when looking ahead,with Australian executives expecting programmatic out of home to feature in 54%of all campaigns in the next 18 months,implying significant growth(see Exhibit 11).This is a slightly more opt

89、imistic outlook than global respondents gave in 2020 where,in a very uncertain market,they predicted programmatic OOH to feature in 53%of future campaigns8.Proportion of campaigns in which Australian executives have planned,bought,or placed programmatic OOH in the last/next 18 months?47%Campaigns in

90、volving programmatic OOH in the last 18 months54%Campaigns predicted to involve programmatic OOH in the next 18 months0%10%20%30%40%50%60%70%80%90%100%Global average proportion of campaigns involving programmatic OOH47%56%117/8Averaged across UK,Germany and US in our Q4 2020 State of the Nation repo

91、rt.Exhibit 11 Survey question:Think of the campaigns youve worked on in the past 18 months,for what proportion have you planned,bought,or placed programmatic OOH advertising?Now think of the campaigns youll be working on in the next 18 months,for what proportion do you think you will you plan,buy,or

92、 place programmatic OOH advertising?State of the Nation 2021Australia white paper19Increased inclusion in multi-channel campaigns is likely to be a key driver of widespread adoption,with 82%of Australian industry executives agreeing they plan to integrate programmatic OOH more closely into multi-cha

93、nnel campaigns,compared with 84%of global respondents.With programmatic OOH being seen as relevant for multiple roles including supporting brand and performance objectives,it makes sense that executives are looking at better integration into their campaigns.We tend to use programmatic OOH at the sta

94、rt of multi-channel campaigns and then retarget people on mobile and other digital channels using device IDs.Whether programmatic OOH is used in multi-channel campaigns depends on the maturity of the client,but generally I expect us to be doing more of this in future.Head of Partnerships,Media Agenc

95、y,Australia“The executive we spoke to shared some of the ways programmatic OOH is used in multi-channel campaigns today,as well predicting more frequent integration in State of the Nation 2021Australia white paper20Confidence is growing,but knowledge gaps on programmatic OOH need to be addressed Whi

96、le Australian executives are generally confident about their knowledge of programmatic OOH 95%of agency respondents and 88%of advertisers(compared to 92%agency and 92%advertisers globally)agreed that they fully understand programmatic OOH and its benefits they still identify important knowledge gaps

97、 and most plan to invest in relevant expertise.In addition,they will likely need to address the issues of where programmatic OOH is planned and bought in their organisations.When asking executives what they want to learn more about,understanding how programmatic OOH fits within a multi-channel campa

98、ign was the top response globally.Although important,there was a difference in the Australian market,where executives are making a clear call for more support on standards and training,which is in-line with a market in the introductory phase of programmatic OOH.Consistent with the global reports,Aus

99、tralian executives would also like to learn more on cross-channel measurement and attribution,and sector specific insights(see Exhibit 12).12Which,out of the following,would help you learn more about programmatic OOH advertising?Media agency Advertiser50%49%41%55%45%43%41%41%36%44%39%31%27%38%33%44%

100、Standards for programmatic OOHClearer understanding of how programmatic OOH fits within a multi-channel campaignInformation on cross-channel measurement or attributionSector-specific insights for programmatic OOH(e.g.FMCG/CPG,gaming,entertainment)Training on benefits of programmatic in OOHCase studi

101、es for programmatic OOH Audience-specific insights for programmatic OOH(e.g.millennials,gamers,parents)Training on digital OOH Exhibit 12 Survey question:Which,out of the following,would help you learn more about programmatic OOH advertising?State of the Nation 2021Australia white paper21Executives

102、plan to invest in programmatic OOH expertiseLooking ahead,Australian executives are focused on the creative opportunities that programmatic OOH delivers and predict they will integrate it more closely into their multi-channel campaigns.A key development in the industry is that the vast majority of A

103、ustralian executives(85%,just above to the global average of 84%)plan to invest in programmatic OOH expertise (see Exhibit 13).Thinking about how you expect to place/plan or buy programmatic OOH advertising in the next 18 months,to what extent do you agree or disagree with the following statements13

104、85%Australian executives plan to invest in programmatic OOH expertiseMedia agency AdvertiserWe will make greater use of dynamic creative in programmatic OOH campaigns We will invest in building our programmatic OOH expertise We will integrate programmatic OOH more closely into multi-channel campaign

105、sWe will make greater use of trigger-based buying(events,news,promotions,moments in time,locations,audiences as they move and environmental conditions)We will make greater use of data to plan programmatic OOH campaigns including audience(e.g.demos),behavioural(e.g.movement),and situational(e.g.news&

106、events)data 95%83%88%75%88%82%83%86%82%81%Exhibit 13 Survey question:Thinking about how you expect to place/plan or buy programmatic OOH advertising in the next18 months,to what extent do you agree or disagree with the following statements?State of the Nation 2021Australia white paper22Weve built OO

107、H expertise in our programmatic team and well continue to experiment.Externally,theres also a need to educate the market about programmatic OOH.Lots of companies and lots of locales are not using it yet I dont see any major barriers,its just about speaking to people in the market.Head of Partnership

108、s,Media Agency,Australia“Investment in programmatic OOH expertise will help address existing knowledge gaps and may also provide a solution regarding who is responsible for planning and buying programmatic OOH,assuming specialist resources are consistently placed within digital teams.The executive w

109、e spoke with wants Australia to become a leader when using programmatic OOH and see it as important to educate the broader market.Other areas Australians plan to develop include making greater use of key programmatic OOH features,including trigger-based buying(82%compared with 86%globally),and more

110、sophisticated planning approaches such as making greater use of data to plan campaigns (85%,the same as the global average)State of the Nation 2021Australia white paper23The future for programmatic OOH in Australia and globally looks promising.Early adoption proves industry executives are positive a

111、bout the value they get from programmatic OOH and there are truly compelling reasons to expect significant growth in spend as the Australian market matures over the next few years.Versatility will be a key part of this,with programmatic OOH being able to compete for both brand and performance budget

112、s.Another key factor will be the increasing integration of programmatic OOH into multi-channel marketing campaigns,establishing it as a critical component on media plans.In Australia in particular,there is a clear focus on how programmatic technology can improve dynamic creative opportunities.For qu

113、icker adoption,media agencies and advertisers will need to clearly establish responsibility for programmatic OOH and build their expertise,most likely within digital and programmatic teams.Education and training will also help to address knowledge gaps and help establish the best practices in deploy

114、ing programmatic OOH in and out of multi-channel campaigns.Industry executives have shown intent to do this,with our report highlighting their plans to invest in building programmatic OOH expertise as well as taking more sophisticated approaches to planning and executing campaigns.This reflects the buy-sides confidence in programmatic OOHs potential and gives cause for optimism about its future.Closing remarks