2023 is shaping up to be a fantastic year for the pDOOH industry. At JCDecaux UK, in the first half of the year we’ve seen: 95% of all our digital screens being bought programmatically, 170 brands running pDOOH campaigns for the first time, and eight new demand-side platforms (DSPs) onboarded.
As ever, heading into Q4, conversations about what 2024 is going to look like are becoming more frequent. Luckily for us, and for you, our supply-side platform (SSP) partner, VIOOH, surveyed 200 UK brand and agency professionals that had either purchased pDOOH in the past 12 months, are planning to, or open to purchasing it in the next 12 months about how they think pDOOH will evolve over the next 18 months.
Key findings from the research titled “State of the Nation” include:
- Almost one-third (31%) of campaigns bought by respondents in the past 18 months have included pDOOH and this is set to rise to 39% in the next 18 months
- On average, respondents said they plan to increase budget allocated to pDOOH by 31% over the next 18 months
- One-third (33%) say budget will move from digital channels to pDOOH, 24% will move budget from traditional channels, while 15% will invest new budgets in pDOOH
- Looking to the future, seven out of ten (71%) of those surveyed plan to prioritise integrating pDOOH more closely in multi-channel campaigns
- Standardisation and more direct-response oriented data are key to growth according to 41% and 32% of respondents respectively
Top tips for 2024
Our Programmatic Account Director, Mike Jakob, has these top tips for agencies and brands looking to get started or scale up their pDOOH campaigns in 2024.
1. Think beyond your comfort zone: With the cost of TV advertising continuing to rise, issues with fraud in CTV, and the fragmentation of retail media it’s tough for media planners to know where’s best to invest. Why not try pDOOH where you can set optimal, cost-effective bid strategies, avoid fraud, and reach 98% of the UK audience from a single DSP?
2. Be agile and responsive: One of the biggest benefits of pDOOH is that you’re in complete control. Regardless of the scale of your campaign you can change budgets, bids, and creative, in real-time. This means that you can respond to trends in consumer behaviour, sales trends, and optimise your pDOOH to provide maximum results either top of funnel driving brand awareness, or bottom of funnel driving consumers to store. What more could you ask for?
3. Play the data game: When marketers integrate data into pDOOH campaigns they can’t help but work harder for you! But our previous research shows that data is under-utilised in pDOOH – much of the time because people think it’s harder to integrate than it actually is. In fact, if you’re working with a DSP, the chances are a lot of the heavy lifting has already been done for you! If you want to learn more about data integration – check out this episode of the Life in pDOOH podcast with Phil Duffield, VP, UK, at The Trade Desk.
We hope that VIOOH’s research and our tips will help you discover more about the benefits of pDOOH. To learn more, visit our Programmatic Intelligence Hub.
To download the full report "State of the Nation” from VIOOH, click here.