New research by IAB Australia reveals a growing interest in programmatic Digital Out-of-Home (DOOH) advertising, but suggests more education and experience are needed to boost its usage.

The research, titled 'Attitudes to DOOH Advertising', aims to understand the state of digital out-of-home media trading in Australia. It found 82% of agency respondents using digital OOH as a significant or regularly considered part of their advertising activity in 2024, up from 69% in 2022. Meanwhile, 52% used programmatic DOOH as a significant or regularly considered part of their advertising activity, a slight increase from 48% in 2022.

Satisfaction among those who have invested in programmatic DOOH is high, with the percentage of agencies indicating that programmatic DOOH is a significant part of their activity jumping from 9% to 15%.

Data and targeting remain the top driver for buying programmatic DOOH, with nearly all saying it's a factor for buying DOOH advertising programmatically, and a major factor for 77% of respondents.

Over the last two years, private marketplaces have become the most common way to buy programmatic digital out-of-home advertising, taking over from open exchanges. The assessment of OOH advertising is focused on campaign delivery reporting (audience and impressions), along with digital brand lift.

Despite the improved figures, IAB said there's a continual need to more market education to lift understanding of DOOH.

"Although understanding of programmatic digital out-of-home advertising has improved since the last survey, there continues to be a need for market education and case studies to assist programmatic digital out-of-home advertising from being a larger proportion of advertising volume. With agencies showing increasing interest in programmatic DOOH to leverage the benefits of data and targeting and drive brand awareness campaigns, education for both agency planners and media owner sales teams will be key," CEO of IAB Australia, Gai Le Roy, said.

The 'Attitudes to Digital Out-of-Home Advertising Industry Survey' was carried out in March 2024, collecting responses from 286 advertising professionals from ad agencies or brands with influence on advertising decision making and involvement with out-of-home advertising.