NEW YORK – The Digital Place-Based Advertising Association (DPAA) has unveiled its latest study, revealing significant trends and growth opportunities in the digital out-of-home (DOOH) advertising sector. Conducted by Advertiser Perceptions and sponsored by Kochava, the “DPAA 2024 Omnichannel Decision-Makers Study” showcases the increasing confidence among marketers and agencies in the DOOH market.
Key Insights from the Study:
- Increased Spending: The study found that 96% of marketers and agencies plan to increase or maintain their DOOH spending over the next 12 months.
- High Recommendation Rates: Eight in ten respondents are likely to recommend DOOH as part of their media plans in the coming year.
- Integration with Digital Video: DOOH is becoming an essential component of omnichannel video campaigns, with 58% of respondents recognizing its importance and 41% considering it an extension of TV and video planning.
- Growth in Integrated Campaigns: The inclusion of DOOH in integrated video teams has risen from 36% in 2021 to 49% in 2024.
- Cross-Channel Strategies: 76% of advertisers see DOOH as an integrated part of cross-channel strategies, up from 66% in 2021.
Future Opportunities for DOOH: The study highlights several growth areas for DOOH, including dynamic advertising, data-driven interactivity, and programmatic capabilities. The research also delves into why brands and marketers continue to invest in DOOH and its integration into broader media plans.
Industry Perspectives:
- Barry Frey, President and CEO of DPAA: Frey emphasized the innovations in DOOH, such as AR, VR, interactive QR codes, and 3D capabilities, along with robust data supporting addressability, contextual marketing, and measurement. He highlighted DOOH as a rapidly growing sector in the ad ecosystem.
- Grant Simmons, VP of Kochava Foundry: Simmons noted that DOOH has reached a critical point, merging with cross-channel strategies and benefiting from programmatic buying and data-enabled measurement.
- Sarah Bolton, EVP of Business Intelligence at Advertiser Perceptions: Bolton pointed out the robust growth of DOOH advertising, alongside connected TV (CTV), as a key driver of the advertising economy’s health.
Study Methodology: Advertiser Perceptions surveyed 150 U.S. marketers and agencies involved in omni-digital advertising decision-making in February 2024. The participants, who spend a minimum of $1 million annually on advertising, comprised two-thirds agencies and one-third marketers. The results were compared with those from a similar study conducted in September 2021.
About DPAA: DPAA is the global trade marketing association focused on the growth and digitization of out-of-home media. It provides members with research, best practices, case studies, tools for planning and forecasting, and integration into the advertising ecosystem.
The full findings of the DPAA 2024 Omnichannel Decision-Makers Study available to DPAA members. For more information, visit DPAA.