DeepDive：2024程序化数字户外广告（prDOOH）研究报告：动态、智能、高效、数据导向的品牌与绩效营销机会点（英文版）（34页）.pdf

1、PROGRAMMATIC DOOH:A DYNAMIC,SMART,EFFICIENT AND DATA-LED OPPORTUNITY FOR BRAND AND PERFORMANCE MARKETERSIn association withFeaturing insights fromPublished October 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanic

2、al,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|In association withFor a long time,out-of-home advertising was seen as a brand awareness play,a way to improve visibility,make a creative

3、impact and perhaps win a couple of awards.But the rise of programmatic digital out-of-home(pDOOH)has shifted the boundaries,offering a dynamic,smart and data-led opportunity for brands with a genuine,quantifiable impact.The pDOOH landscape has seen significant growth,offering a multitude of benefits

4、 for marketers looking to enhance their advertising strategies.With a focus on precision and control,pDOOH has emerged as a powerful tool for reaching consumers effectively and creatively.According to the IAB,pDOOH is forecasted to account for 16%of OOH ad spend by 2027,a significant increase from a

5、 mere 5%in 2023.pDOOHs ability to provide dynamic creative opportunities stands out to marketers as its most recognised attribute.Harnessing behaviour-based targeting built on audiences determined by locations people visit,advertisers can deliver better personalisation to passers-by and lay the foun

6、dation for better campaign optimisation.This paves the way for more efficient optimisation too,giving advertisers the opportunity to carry out real-time tweaks as well as decreasing the time required for a campaign rollout.Beyond this,offering personalised ads based on real-time data while in a cook