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IAB finds programmatic DOOH uptake grew during 2020 despite COVID
July 7, 2021 10:22
The IAB Australia’s DOOH (Digital Out-Of-Home) Working Group has produced its first piece of research, finding that almost one-quarter of Australian agencies trading DOOH inventory programmatically for the first time during 2020.
The inaugural ‘Attitudes to Programmatic DOOH Report’ found that 34% of agencies now regularly trade DOOH programmatically, while 59% use DOOH and 74% regularly use static or traditional OOH. This follows yesterday’s announcement by the Australian Outdoor Association that DOOH revenue has surged in 2021, now accounting for 61% of total net media revenue.
The report was based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.