IAB finds programmatic DOOH uptake grew during 2020 despite COVID

The IAB Australia’s DOOH (Digital Out-Of-Home) Working Group has produced its first piece of research, finding that almost one-quarter of Australian agencies trading DOOH inventory programmatically for the first time during 2020.

The inaugural ‘Attitudes to Programmatic DOOH Report’ found that 34% of agencies now regularly trade DOOH programmatically, while 59% use DOOH and 74% regularly use static or traditional OOH. This follows yesterday’s announcement by the Australian Outdoor Association that DOOH revenue has surged in 2021, now accounting for 61% of total net media revenue.

The report was based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.