pDOOH: How programmatic is changing the game in Outdoor Advertising
Market
The latest WOO 2024 global spend survey highlights the remarkable growth of Digital Out-of-Home (DOOH) and, more specifically, Programmatic Out-of-Home (pDOOH) advertising. Get to know the present of the outdoor industry.
Last update: September 5, 2024
Digitization of Outdoor Advertising DOOH
According to the report, DOOH advertising reached a global spend of $16.7 billion in 2023, representing 36.9% of total OOH spend.
This demonstrates a significant increase in the adoption of digital displays for outdoor marketing, reflecting the need for more targeted and measurable campaigns.
The Importance of Programmatic in 2024
Within the DOOH ecosystem, programmatic is a powerful tool for brands seeking greater precision and personalization in their ads.
In 2023, global spending on pDOOH reached $1.2 billion, representing 8.1% of total DOOH spending. This growth shows how programmatic technologies redefine how brands connect with their audiences.
The report reveals that 2024 global programmatic out-of-home ad spending would reach $1.42 billion, representing a 16.4% growth compared to the previous year. This remarkable increase reaffirms the importance of programmatic technologies.
Geographic Distribution of pDOOH Spending
Adoption of pDOOH varies significantly across regions, offering an interesting perspective on where this technology is gaining the most adoption:
- Europe leads with an impressive 20.2% of pDOOH as a percentage of total DOOH.
- North America and Africa follow with 5.0% and 5.5%.
- APAC and LATAM are seeing adoption of 3.1% and 2.3% respectively.
As Digital Out-of-Home programmatic continues to evolve, brands that incorporate this technology will be better positioned to reach their audiences and maximize the return on their advertising spend.