VIOOH and MTM’s latest research unpacks Australian marketing’s ethos on prDOOH

Digital out of home (DOOH) supply-side tool, VIOOH, has shared the findings of its latest programmatic digital out of home (prDOOH) market research survey.

Having worked with strategy and research agency, MTM, on the study, VIOOH surveyed 1200 agencies and advertisers within Australia, Brazil, the United States, France, Germany and the United Kingdom. Survey participants came in two groups: actual prDOOH purchasers or digital buyers who weren’t opposed to investing in it.

According to the results, prDOOH advertising is a popular choice with Australian marketers, with 27% of Australian-based campaigns using prDOOH within the last year. Over the next year and a half, the findings expect adoption rates to jump and “reach 35% of media plans”.