In the ever-evolving landscape of advertising, staying ahead of trends is crucial for success. As the Chief Marketing Officer at VIOOH, a leading premium global digital out of home supply side platform, I've had the privilege of delving into the industry's most pressing issues through our annual State of the Nation reports. Here, I'm excited to share the top three trends we've identified from our latest findings in 2022.

1. Increasing Investment in Programmatic DOOH

The demand for programmatic digital out-of-home (DOOH) continues to soar globally. According to our surveys, over 94% of media professionals expressed their intention to either maintain or increase their investment in the channel over the next 18 months. Remarkably, nearly 20% of respondents are planning to double down on their investment. This surge in interest is not without reason; programmatic DOOH offers incremental budgets, with funds from digital, traditional media, and new budgets outweighing those from traditional "paper" out-of-home advertising.

Moreover, there's a noticeable shift in how programmatic DOOH is being managed. We're witnessing a trend where planning and buying are moving towards dedicated programmatic DOOH teams or being integrated within digital programmatic teams. This alignment with other digital channels underscores the growing significance of programmatic in the advertising ecosystem.

2. Programmatic Enables DOOH to Fit within Omni-channel Campaigns

The versatility of programmatic DOOH allows it to seamlessly integrate into omnichannel campaigns, catering to both brand and performance-driven objectives. Social media and digital video are frequently paired with programmatic DOOH, leveraging its broadcast nature to amplify campaign messages across various touchpoints. This integration not only enhances campaign relevance but also enables advertisers to target audiences consistently across multiple channels.

Furthermore, programmatic facilitates a holistic view of campaigns, empowering advertisers to optimize their media mix based on real-time insights. By combining the mass-reach capabilities of broadcast with data-driven targeting, programmatic DOOH bridges the gap between branding and conversion objectives, driving both awareness and activation.

3. Advertisers' Needs Evolve as Markets Mature

As markets mature, advertisers' priorities evolve, with a greater emphasis on data and cross-channel measurement. While understanding programmatic DOOH's role within omnichannel campaigns and establishing industry standards were top concerns in 2021, the focus has shifted towards measuring efficiency and leveraging data effectively in 2022.

With the US leading the charge in programmatic DOOH adoption, markets worldwide are experiencing increased sophistication in campaign optimization. Advertisers are now seeking improvements in audience data quality and precision targeting, particularly in areas such as shopping behavior and socio-demographic information.

In conclusion, programmatic DOOH represents a significant opportunity for media owners to tap into incremental budgets and enhance campaign effectiveness. By embracing programmatic technology and refining their targeting strategies, advertisers can unlock the full potential of DOOH within the digital media landscape.

As we navigate the dynamic landscape of advertising, staying agile and informed is paramount. By embracing these trends, advertisers can position themselves for success in the ever-evolving world of programmatic DOOH.