Eight in ten respondents recommend DOOH to be part of their media plans over the next 12 months, says the ‘DPAA 2024 Omnichannel Decision-Makers Study’, which was conducted by Advertiser Perceptions. It stated that 96% of marketers and agencies plan to increase or maintain spending in the next 12 months.
Barry Frey, DPAA President and CEO, said they are incredibly proud of the DPAA’s work over the years to educate advertisers while building a community of DOOH evangelists. “From programmatic buying and innovations like AR, VR, interactive QR codes, 3D capabilities and more, to accessing the robust data that powers addressability, contextual marketing, measurement and attribution in a brand safe environment – this study shows that the future is bright for DOOH,” he said. “DOOH continues to be one of the fastest-growing areas of the overall ad ecosystem, and with increased reach, scale, and full-funnel opportunities taking shape, it’s easy to be optimistic about this exciting sector, whether a brand agency or media seller.”
Grant Simmons, VP of Kochava Foundry, said DOOH has reached an inflection point. Its merging with cross-channel strategies, empowered by programmatic buying and data-enabled measurement. Sarah Bolton, EVP of Business Intelligence, Advertiser Perceptions, said the robust growth of DOOH advertising in the last three years has been a key driver of the health of the advertising economy. “The confluence of rapidly expanding data-enablement capabilities and contextually relevant, and retail-adjacent screen locations along with breakthrough creative executions, only points to continuing investment and innovation in the space.”
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