2024年程序化数字户外广告（pDOOH）研究报告：动态、智能、高效、数据导向的品牌与绩效营销机会点（英文版）-DeepDive.docx

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2025-01-14 发布于山西
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2024年程序化数字户外广告（pDOOH）研究报告：动态、智能、高效、数据导向的品牌与绩效营销机会点（英文版）-DeepDive.docx

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PROGRAMMATICDOOH:

ADYNAMIC,SMART,

EFFICIENTANDDATA-LED

OPPORTUNITYFORBRAND

ANDPERFORMANCEMARKETERS

Inassociationwith

Featuringinsightsfrom

Foralongtime,out-of-homeadvertisingwasseenasabrandawarenessplay,awaytoimprovevisibility,makeacreativeimpactandperhapswinacoupleofawards.Butthe

riseofprogrammaticdigitalout-of-home(pDOOH)hasshiftedtheboundaries,offeringadynamic,smartanddata-ledopportunityforbrandswithagenuine,quantifiableimpact.

ThepDOOHlandscapehasseensignificantgrowth,offeringamultitudeofbenefitsformarketerslookingtoenhancetheiradvertisingstrategies.Withafocusonprecisionandcontrol,pDOOH

hasemergedasapowerfultoolforreachingconsumerseffectivelyandcreatively.

AccordingtotheIAB,pDOOHisforecastedtoaccountfor16%ofOOHadspendby2027,asignificantincreasefromamere5%in2023.

pDOOH’sabilitytoprovidedynamiccreativeopportunitiesstandsouttomarketersasitsmostrecognisedattribute.Harnessingbehaviour-basedtargetingbuiltonaudiencesdeterminedbylocationspeoplevisit,advertiserscandeliverbetterpersonalisationtopassers-byandlaythefoundationforbettercampaignoptimisation.Thispavesthewayformoreefficientoptimisationtoo,givingadvertiserstheopportunitytocarryoutreal-timetweaksaswellasdecreasingthetimerequiredforacampaignrollout.Beyondthis,offeringpersonalisedadsbasedonreal-timedatawhileinacookielessenvironmentisamajorbenefitforadvertisers.Intheincreasingly

privacy-focusedadvertisingecosystem,thisiscertainlyabenefitforadvertiserslookingtodeliverpersonalisationwithminimalprivacyconcerns.

Brandsafetyisalsocitedasamainreasonformanymarketers’investmentinpDOOH:

almosttwooutofthreemarketingprofessionalssayitensuresbrandsafetyfortheircampaigns.

Lastbutcertainlynotleast,harnessingpDOOHcanmaximisebudgetefficiency,andinta