Join us to learn our outlook for digital advertising, including connected TV, retail media, search, social video, audio, out-of-home, addressable TV, and programmatic

An increasing amount of linear inventory is being transacted in data-rich environments like addressable and programmatic, giving marketers more visibility into their campaigns and better ROI. The networks’ new approaches to measurement.

That figure is a bit of a misnomer because most OOH ad spending belongs to traditional OOH, which doesn’t have programmatic capabilities. Programmatic is a subset of digital outdoor advertising, and when viewed in that light, programmatic will account for 12.5% of DOOH ad spending in 2021 and 16.4% in 2022.

Similarly, JCDecaux, a global OOH company, announced a programmatic offering in France. Starting in July 2021, its digital inventory in cities and airports became available for programmatic buying via a premium marketplace on the VIOOH platform.

On today's episode, we discuss Amazon's Q1 advertising performance, where its ad dollars are coming from, the retail media competitors to watch out for, and whether a fourth digital ad giant will emerge. We then talk about why TV networks aren’t prioritizing programmatic as they move into the world of streaming, Verizon's new digital out-of-home ads, and why Netflix might be preparing to venture into the video game universe. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

Traditional formats were hit hardest by the pandemic, especially OOH. Programmatic buying of display ad formats now accounts for more than four in five digital display transactions. Digital Will Rebound and Post Strong Growth This Year.

In the UK, digital OOH (DOOH) accounts for nearly twice as much ad spending as traditional OOH. However, we currently include DOOH in our overall OOH total, rather than adding it into our digital ad spending figures. The differences between digital and traditional placements when it comes to OOH aren’t as marked as they are for other media.

With COVID-19 putting pressure on media budgets, advertisers are figuring out how to realign their OOH strategies.

Another reason for programmatic’s slow start in OOH is that outdoor advertisers wanted to avoid the pitfalls that befell programmatic in digital display, said Kym Frank, president at Geopath. Programmatic has had an association with remnant inventory, ad fraud and tech fees, which have been less of an issue in OOH vs. digital advertising. But Frank has noticed programmatic catching on.

On the road to recovery, we expect programmatic buying of digital out-of-home (DOOH) ad inventory will claim a larger share than the small slice it holds today. In our pre-pandemic ad spending forecast for Canada, we anticipated OOH would be the sole traditional format to experience positive growth in 2020.

Of course, the shift to digital and programmatic OOH has the potential to address this issue, but that transition is far from complete, and measurement standards are still lacking in the industry.

The hardest-hit ad sector in 2020 was out-of-home (OOH) ad spending, according to our estimates. Lingering concerns about crowded public spaces will potentially drag on the sector for years. On the road to recovery, we expect programmatic buying of digital out-of-home (DOOH) ad inventory will claim a larger share than the small slice it holds today.

It should also be noted that OOH is at a disadvantage, because measuring return on investment (ROI) for traditional outdoor is still difficult. The transition to digital and programmatic OOH can potentially address this issue, but standards of measurement are lacking in the industry overall.