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 Xaxis 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.
- Out-Of-Home advertising is expanding as marketers adopt it as part of their integrated omnichannel campaigns
- The data-driven capabilities of programmatic digital out-of-home afford flexibility and precision in activating new campaigns
- Marketers are becoming more sophisticated when it comes to their use of digital out-of-home, but there is still plenty of opportunity for growth