Agencies are calling on out-of-home media owners to provide more digital inventory to trade programmatically, a survey of media buyers and specialists has revealed.
In its latest biennial State of the Nation global marketplace report, JCDecaux’s OOH programmatic trading marketplace, VIOOH, predicts 2020 will be the year programmatic digital out-of-home advertising will go "mainstream".
As a result of expected growth in programmatically traded DOOH, media agencies say they are beginning to change their team structures as they adapt to new ways of building and planning digital campaigns.
For example, WPP’s Group M is undergoing internal changes because DOOH now delivers a number of campaigns that are programmatic only.
Stuart Hall, managing partner, product, at Group M, said: "We have been impressed with the speed that our specific proposition has grown." Hall also thinks there will be a much larger range of panels available programmatically by the same time next year as more media owners get their integrations with supply-side platforms fleshed out.
Group M now has a "good number of clients" buying programmatic campaigns, with a strong pipeline going into 2019's final quarter, Hall added.
DOOH is growing at nearly twice the rate of the total OOH industry, according to the latest Advertising Association/Warc figures. The UK OOH industry was worth £1.21bn in 2018 and almost half of that (49.9%) was digital. In 2019, OOH is forecast to grow by 6.9%, compared with 13.4% for DOOH.
In its latest biennial State of the Nation global marketplace report, JCDecaux’s OOH programmatic trading marketplace, VIOOH, predicts 2020 will be the year programmatic digital out-of-home advertising will go "mainstream".
As a result of expected growth in programmatically traded DOOH, media agencies say they are beginning to change their team structures as they adapt to new ways of building and planning digital campaigns.
For example, WPP’s Group M is undergoing internal changes because DOOH now delivers a number of campaigns that are programmatic only.
Stuart Hall, managing partner, product, at Group M, said: "We have been impressed with the speed that our specific proposition has grown." Hall also thinks there will be a much larger range of panels available programmatically by the same time next year as more media owners get their integrations with supply-side platforms fleshed out.
Group M now has a "good number of clients" buying programmatic campaigns, with a strong pipeline going into 2019's final quarter, Hall added.
DOOH is growing at nearly twice the rate of the total OOH industry, according to the latest Advertising Association/Warc figures. The UK OOH industry was worth £1.21bn in 2018 and almost half of that (49.9%) was digital. In 2019, OOH is forecast to grow by 6.9%, compared with 13.4% for DOOH.
DOOH must outgrow 'London bubble'
However, media owners need to commit more to digitising "iconic and standout" sites, according to Mindshare UK’s joint heads of planning, Steve Ray and Emily Scovell, who complained that the industry is perpetuating a "London bubble" by not investing enough outside the capital.
