REPORT: Programmatic will drive future OOH growth, but Google competition looms
Contents
Key Takeaways
Introduction
OOH Market in Australia
COVID-19 impact
Return of Investment (RoI)
Digital OOH
Cost reduction measures making headway
Digital growth
Other businesses
What is Programmatic Advertising
Programmatic and OOH
What’s holding the programmatic OOH back?
Google’s entry into programmatic OOH
Conclusion and next steps
Figures
Figure 1. OOH market in Australia (A$m) – updated
Figure 2. OOH RoI in Australia versus other countries
Figure 3. Interactive billboards
Figure 4. Programmatic advertising in Australia (A$m)
Figure 5. Programmatic OOH flowchart (Illustrative)
Figure 6. Google ad delivered programmatically on a billboard in London