Yahoo Predictions for DOOH Advertising

Looking ahead to 2023, Yahoo shares with us its ad tech predictions: non-addressable inventory, omnichannel to address audience fragmentation, advanced TV measurement, and digital out-of-home advertising (DOOH).

Embracing the Age of Outdoor Non-Addressable Advertising

In a world dominated by digital identity solutions, 2023 will usher in a new era for the advertising industry, one that focuses on non-addressable approaches. With increasing privacy regulations, many tools will become non-addressable, regardless of user logins or registrations. This requires a shift towards omnichannel solutions that do not rely solely on user identification. Adopting non-addressable bidding can also be more profitable for advertisers in uncertain economic times, as they require less investment than addressable bidding and still deliver impressive ROAS (return on ad spend) with cutting-edge data-driven strategies that they do not rely on identifiers or cookies. Addressing the challenge of the non-addressable will be an omnichannel task that will extend beyond the web.

The power of first-hand data and establishing direct relationships with consumers will continue to be key in 2023, offering a competitive advantage to publishers and platforms.

Navigating Fragmentation with Omnichannel Strategy

By 2024, the average Internet user in Western Europe is expected to have 9.4 devices. The increasing fragmentation of online media consumption, driven in large part by the digitization of traditional media such as television and outdoor advertising, requires unified tools to reach these dispersed audiences effectively. As the average time spent online per user has increased by 52 minutes since 2020, and much of that time comes from sources other than social media, unifying campaigns across channels becomes crucial.

The digitization of traditional media (CTV, DOOH, audio, etc.) offers new opportunities and challenges for digital campaigns. While this expansion opens up new possibilities, working with multiple individual DSPs makes it difficult to deliver a cohesive brand message without overlapping audiences. Managing campaigns and budgets across multiple DSPs can also be inefficient.

By leveraging an omnichannel advertising platform like Yahoo's DSP, businesses can achieve their goals more effectively and efficiently, overcoming the challenges posed by audience fragmentation and connecting with consumers across devices.

Advanced TV Measurement

In 2022, advanced television experienced remarkable growth, accompanied by the continued proliferation and fragmentation of streaming services. The common denominator the industry is looking for is unified measurement across channels, devices, and streaming services, as traditional measurement tools struggle to capture this data cohesively. In 2023, the focus will be firmly on addressing measurement challenges, with features like ACR and set-top box data gaining more relevance. As with most success factors, data will be key to the success of measurement solutions.

The Year of DOOH

Digital outdoor advertising (DOOH) has consolidated its role in omnichannel campaigns. Known for their ability to engage audiences with captivating creative in real-world contexts, programmatic platforms have proven that DOOH is flexible and measurable. In 2023, marketersintensify his focus on the effectiveness of DOOH in driving results at the top and bottom of the funnel. DOOH will be seen as an extension of linear TV audiences and a powerful tool to drive consumer action. In addition, we will see how creatives in this medium continue to break barriers, such as QR code-based augmented reality (AR) and virtual reality (VR) experiences, improving viewer experiences and increasing engagement.