1、State of the Nation 2022US white State of the Nationpartnered with research partnerProgrammatic DOOH 2022US white State of the Nation 2022US white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic DOOH as part of the pr

2、ogrammatic omni-channel media mix Full funnel activation03 Definingthenewlandscape(WhatisnextforprogrammaticDOOH?)Expected demand for programmatic DOOH In-house investment 04 Overcomingbarrierstoadoption More widespread understanding of programmatic DOOH Measurement and case studies Precision target

3、ing and real-time audience data05 SummaryCState of the Nation 2022US white paper3InJune2022,VIOOHpartneredwithMTMtosurvey1,000agencyandadvertisingexecutivesacrosstheUS,UK,Germany,FranceandAustraliaontheirperceptionsofprogrammaticdigitalout-of-home(DOOH),theirapproachestoplanningandbuying,comparisons

4、toothermedia,andthefutureofprogrammaticDOOH.In the US,growth in programmatic DOOH over the last 12 months has been driven,in part,by a widespread preference for agility in campaign strategy and execution as a result of the COVID-19 pandemic.Recognizing that buying DOOH programmatically enables flexi

5、bility to respond to changing consumer behavior and contexts,demand for programmatic DOOH has increased from advertisers across all sectors,with US media executives reporting increases in both the number of advertisers investing in the channel,and the amount of budget invested.Media executives in th

6、e US recognize the efficiency achieved through programmatic activation(i.e.minimal wastage due to trigger-based activation),and the brand safe environment afforded by a public screen format as key drivers in the growth of programmatic DOOH to date,and believe that these attributes will continue to e