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Advertisers, agencies buying into digital, programmatic out-of-home
Fresh reports from the IAB, OMA and a recent brand campaign across digital out-of-home show growing interest in the new category thanks to its transparency and creative capabilities
Almost one-quarter of Australian agencies traded digital out-of-home (DOOH) inventory during 2020, a third are getting into programmatic digital out-of-home and greater creative experimentation is on its way in FY22 and beyond, the IAB reports.
The latest figures come as the Outdoor Media Association also reports a triple-digit increase in net media revenue across the category to $203.3 million for Q2, 2021, with DOOH picking up the lion’s share.
July 6 2021, 9:19 am | BY Ricki Green | No Comments
Fintech, Stake, has partnered with Bench to successfully deliver a DOOH campaign resulting in a 219% uplift in app downloads.
DOOH has seen significant growth in Australia over the past few years and is predicted by PWC to grow to $1.95B by 2024.
The Stake DOOH campaign, which ran in January 2021 across NSW, aimed to create brand awareness, drive new customers to Stake’s app and increase engagement with current customers. This was achieved through the sophisticated use of data.
In addition to CBD locations for driving awareness, Bench and Stake used lookalike audiences to identify high propensity locations for customer growth and targeted screens where this audience was most likely to be visiting. Bench’s campaign management software enabled a single view of all digital channels which drove campaign and audience insights whilst driving efficiencies around real time optimisation.
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