The Place Exchange Programmatic OOH Trends Report [1] for H2 2024 provides a snapshot of select US programmatic OOH spending patterns within the Place Exchange platform, analyzing delivery across billions of programmatic OOH impressions. Select takeaways from the report are below.
- In H2 2024, the top three programmatic OOH advertising categories in our data were Food/Drink, Health/Fitness, and Personal Finance, collectively growing to 42% of spend.
- The fastest-growing categories overall were Food/Drink, Tech/Computing, Style/Fashion, Personal Finance, and Health/Fitness.
- The number of unique advertisers on the platform increased by 31%.
- For the first time, Screen/TV tied Billboard for the largest asset category, with both claiming 29% of spend in H2 2024, reflecting the growing weight of video advertising in Digital OOH.
- Outdoor (including billboards and street furniture) remained the largest venue category, with 52% of spend, followed by Retail at 15%, Transit at 11%, and Entertainment at 8%.
- Overall, the number of programmatic OOH screens increased by 25%, driven mainly by deployments at entertainment, retail, transit, and health locations.
- The average CPM across all programmatic OOH inventory increased to $7.62 in H2 2024.
- Video ads accounted for half of all programmatic OOH spend on video-enabled screens.
- While programmatic OOH supports a wide variety of creative formats, the majority of spending remained concentrated in a few formats, underscoring the ease of launching campaigns from a creative standpoint:
- 15 seconds remained the most common duration for video ads (61%), but other common video ad durations gained in share of spend.
- 91% of programmatic OOH video spend was attributed to the top two sizes (WxH): horizontal 1920×1080 and vertical 1080×1920.
- 85% of programmatic OOH display spend on static creatives was attributed to the top three ad sizes (WxH): 1400×400, 1920×1080, 1080×1920.
- Programmatic OOH continued to transact predominantly via private deals, representing 95% of H2 2024 spend, given the high levels of campaign flexibility, price transparency, and media quality offered to buyers.
- While Custom PMPs represented the majority of spend (70%), Always-on PMPs made up a significant share (23%) and Programmatic Guaranteed Deals, while small, doubled from 1% to 2% of spend.