By: M4G Bureau
Last updated : July 12, 2024 1:13 pm
The ‘DPAA 2024 Omnichannel Decision-Makers Study’ was conducted by Advertiser Perceptions, the leader in providing research-based strategic market intelligence to the media, advertising, and ad tech industries.
DPAA, the global trade marketing association, driving the growth and digitisation of out-of-home (OOH) media and its growing role in the Omnichannel mix, has unveiled its newest study on the state of the marketplace.
The “DPAA 2024 Omnichannel Decision-Makers Study” was conducted by Advertiser Perceptions, the leader in providing research-based strategic market intelligence to the complex and dynamic media, advertising, and ad tech industries, and sponsored by DPAA member Kochava (a leading omnichannel measurement provider for advertisers and publishers). This is part of the DPAA’s mission to promote and educate brands and agencies about the growing breadth of capabilities DOOH offers, while sharing insights and best practices with member companies in order to drive industry growth. DPAA Members have used this study – the previous iteration was conducted in 2021 – to form sales and marketing strategies and tactics.
According to the study, eight in 10 respondents will recommend DOOH to be part of their media plans over the next 12 months, with 96% of Marketers and Agencies Planning to Increase or Maintain Spending in the Next 12 Months.
The study also found that DOOH is increasingly perceived as digital video …
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).
The full study – and accompanying white paper – are available exclusively to DPAA members who receive exclusive full access to both. This includes additional analyses on sources of DOOH budgets, opportunities for future growth including dynamic advertising, data-driven interactivity, and programmatic; reasons why brands and marketers include DOOH in omnichannel plans, integration into broader media plans and many other topics.
“We are incredibly proud of the work the DPAA has done over the years to educate advertisers while building a community of DOOH evangelists that are aware of the value that comes from the increased digitisation of out-of-home. From programmatic buying and innovations like AR, VR, interactive QR codes, 3D capabilities and more, to accessing the robust data that powers addressability, contextual marketing, measurement and attribution in a brand safe environment, this study shows that the future is bright for DOOH,” said DPAA President and CEO Barry Frey. “DOOH continues to be one of the fastest-growing areas of the overall ad ecosystem, and with increased reach, scale and full-funnel opportunities taking shape, it’s easy to be optimistic about this exciting sector, whether a brand, agency or media seller.”
“DOOH has reached an inflection point, increasingly merging with cross-channel strategies, empowered by programmatic buying and data-enabled measurement,” said Grant Simmons, VP of Kochava Foundry. “We’re thrilled to partner with DPAA to illuminate the true potential of DOOH.”
“The robust growth of DOOH advertising in the last 3 years has been a key driver – alongside CTV – of the health of the advertising economy overall,” said Sarah Bolton, EVP of Business Intelligence, Advertiser Perceptions. “The confluence of rapidly expanding data-enablement capabilities and contextually relevant and retail-adjacent screen locations, along with breakthrough creative executions, only points to continuing investment and innovation in the space.”
Advertiser Perceptions surveyed 150 US marketers and agencies involved in omni-digital advertising decision-making. To qualify for the study, which took place in February 2024, marketers and agencies had to be spending a minimum of $1M on advertising annually. Respondents were two-thirds agencies and one-third marketers. The results from this study were also analysed in part by contrasting them with those from a survey conducted in September 2021 using a similar methodology and respondent profile.