Adrian J Cotterill, Editor-in-Chief
A new survey of media planners released by DPAA points to continued revenue growth for digital out-of-home media, citing mobile tie-ins, inclusion in more media planning systems, the availability of attribution studies and programmatic opportunities as keys to garnering larger shares of media budgets.
Barry Frey, President & CEO, DPAA, told us “As with our past planner surveys, these latest results will prove invaluable in helping our industry deliver more value to the ad community, sell more effectively and increase budget shares. Digital out-of-home is consistently among the fastest-growing media sectors, and this survey provides us with great insights and direction on how to ensure that this growth not only continues, but accelerates, in the coming years.”
Study highlights include:
Awareness of Programmatic Buying of DOOH Shows Sharp Increase and is a Key to Future Growth
63% of respondents said they are aware that DOOH can be bought programmatically, a sharp increase from 39% in 2016. And 63% said they would be more likely to recommend DOOH media given its availability in programmatic buying systems.
DOOH + Mobile Combinations on the Rise
52% of planners said they have recommended media plans that used DOOH and mobile together, up from 44% in 2016. The planners’ enthusiasm for DOOH-mobile tie-ins can be seen in their greater likelihood of recommending DOOH in the future if mobile is used in each of these ways:
– To retarget ads that have already been delivered on DOOH: 83%
– To measure DOOH audiences through tracking device IDs: 79%
– To attribute retail visits to DOOH: 78%
Attribution, Marketing Mix Models are Most Important Factors in DOOH Growth in Location-Based Buys
Planners were asked to select the factors they believed to be important in driving DOOH growth in location-based buys. The leading responses:
– Attribution of purchase in multi-touch attribution models: 89%
– Attribution of traffic in stores: 86%
– Marketing mix models showing positive impact of DOOH on business outcomes: 85%
– Third-party metrics that guarantee DOOH ads were served and viewable: 83%
– Use of mobile data to track location of consumers before and after their exposure to DOOH screens: 82%
Attribution Studies, Device ID Data and Inclusion in Reach & Frequency Software Cited as Most Important Information for Evaluating DOOH
75% of respondents said that attribution studies are important for evaluating DOOH (rated 4 or 5 on 5-point scale). 71% cited data on consumers’ locations obtained through device IDs, and 69% said the inclusion of DOOH in media planning software for reach & frequency.
Geo-targeting Tops List of Reasons for Recommending DOOH
2018 (Rank) 2016 (Rank)
Geo-target by DMA, zip codes or hyperlocally 81% (1) 67% (1)
Connect with consumers on path to purchase 64% (2) 55% (2)
As part of an omni-channel strategy 54% (3) 7% (10)*
Target consumers by contextual relevance 38% (4) 30% (4)
Complement TV buy for balanced delivery
to light viewers 34% (5) 26% (5)
* Called “video everywhere/video agnostic” in 2016 survey
DOOH is Entering the Planning Process Earlier
77% of planners said that DOOH is entering the planning process in the early stages, exceeding the 68% who reported DOOH as an early stage consideration the previous year.
Planners Believe Out-of-Home’s “Fair and Equitable” Share of Media Budgets Will Continue to Grow
Respondents said they believe out-of-home’s (including DOOH) “fair and equitable” share of media budgets today should be 21% (on average), and that in two years they said that should rise to 24% (on average).
About the Study
Two-hundred-nineteen agency planners and strategists employed at full-service and media services agencies participated in an online survey conducted November 6 -26, 2018. Respondents received a $25 Starbucks gifts card incentive. The survey was conducted by JAM Research LLC.
The report is available exclusively to DPAA members.
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