1、State of the Nation 2022Global white State of the NationProgrammatic DOOH 2022Global white paperpartnered with research State of the Nation 2022Global white paper201 Introduction02 The State of Play Current adoption of programmatic DOOH Drivers of programmatic DOOH adoption Programmatic DOOH as part

2、 of the programmatic 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 Precis

3、ion targeting and real-time audience data05 SummaryCState of the Nation 2022Global white paper3InJune2022,VIOOHpartneredwithMTMtosurvey1,000agencyandadvertisingexecutivesacrosstheUS,UK,Germany,FranceandAustraliaontheirperceptionsofprogrammaticdigitaloutofhome(DOOH),theirapproachestoplanningandbuying

4、,comparisonstoothermedia,andthefutureofprogrammaticDOOH.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.Recognising that buying OOH programmatically enables flex

5、ibility to respond to changing consumer behaviour and contexts,demand for programmatic DOOH has increased from advertisers across all sectors,with media executives reporting increases in both the number of advertisers investing in the channel,and the amount of budget invested.Once again,media execut

6、ives identify the ability to employ a wealth of different data sources to target consumers at a granular level as a key driver in the growth of programmatic DOOH.Many are excited about the prospect of overlaying real-time audience data to target consumers and optimise campaigns and believe that the