New IAB New Zealand Survey Sheds Light on Programmatic DOOH in New Zealand
As announced at last month’s IAB New Zealand's event, Programmatic DOOH: Past, Present & Future, the Market Barometer survey has been released today. They survey insights into the fast-growing world of programmatic Digital Out-of-Home (pDOOH) advertising and offers valuable feedback on what can be done to improve adoption and understanding of pDOOH.
The report reveals several interesting insights, including the following:
Whilst most industry professionals have traded DOOH programmatically, there is still a widespread need for education.
pDOOH is often activated by digital specialists rather than traditional OOH practitioners.
Although it is recognised for its reach and awareness potential, pDOOH is still regarded by most people as a secondary channel.
The survey highlights other unique benefits, including buying flexibility and the potential for more targeted advertising. However, the need for standardised audience measurement and effectiveness comes through clearly, with industry professionals also calling for more transparency and easier activation to drive further adoption.
Looking ahead, our survey respondents predict that pDOOH will represent around 35% of DOOH spend over the next 12-18 months. This would make New Zealand’s adoption of pDOOH one of the highest in the world.
IAB New Zealand Members can download the results here.
For further information or to become a member, please contact:
Angelina Farry (CEO, IAB New Zealand)
e. angelina.farry@iab.org.nz
m. (027) 587 0045
