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.

Key Findings:

  • 58% see DOOH as an important part of omnichannel video campaigns.
  • 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).

For access to the questionnaire please contact Noah.Klas@dpaaglobal.com