Adrian J Cotterill, Editor-in-Chief
Place Exchange have just released their H1 2024 Programmatic OOH Trends Report.
Some key takeaways from the report include: –
- Outdoor (including billboards and street furniture) remained the largest venue category, with 60% of spend, followed by Retail at 13%, Transit at 9%, and Entertainment at 8%.
- Overall, the number of programmatic OOH screens increased by 17%, driven mainly by deployments at entertainment, retail, transit, and health locations.
- Video continued to represent a material portion of programmatic OOH spending, comprising 43% of spend on video-enabled screens.
- Programmatic OOH continues to transact predominantly via Private Marketplace (PMP) deals, representing 93% of H2 2023 spend, given the high levels of campaign flexibility, price transparency, and media quality offered to buyers.
The entire report can be found here.
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