Omnichannel Decision
Makers Study

U.S.

About The Study

DPAA’s annual media decision makers study looks at how omnichannel brand and agency leaders perceive digital out of home media and dives into how this influential group sees the DOOH ecosystem fit into their multi-channel responsibilities. The report covers overall awareness of the channel, keys to growth, reasons for optimism and opportunity with automation.  In partnership with Kochava and Advertiser Perceptions, DPAA surveyed Omnichannel US based brand marketers and agency professionals that were involved in in at least three digital media types, or in traditional OOH plus at least one digital media type. Respondents were involved in decision-making for at least $1 million in annual advertising spend. The robust report includes 20+ charts, analysis, and trends.

Key Findings

• Complementing a digital plan and connecting with consumers on the path to purchase are the top two reasons to include DOOH in a media plan.
• 41% consider DOOH to be an extension of TV/video planning.
• 49% of integrated video teams include DOOH alongside TV, mobile and online, up from 36% in 2021.
• 76% of advertisers believe DOOH has become less siloed, and an integrated part of cross-channel strategies (up from 66% in 2021).