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

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.

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.

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

Programmatic DOOH ad spending is starting to grow, but from a small base

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.

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.

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.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

As chief marketing and innovation officer of Diageo North America, Edward Pilkington is responsible for maintaining some of the largest spirits brands in the world—among them Captain Morgan, Crown Royal and Smirnoff. While TV and out-of-home (OOH) advertising still play a large part in the mix, Pilkington has strongly embraced digital to help fit these global brands within the context of a local audience.

Programmatic advertising will account for 71.0% of the digital display ad market in China this year. Mobile programmatic growth, as well as gains in private marketplaces and programmatic direct play a role. This report features our latest programmatic display forecast for China and explores these and other factors shaping the market through 2021.

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.