Programmatic Out-of-Home has transformed the marketplace, seamlessly blending the undeniable impact of traditional outdoor media with the precision targeting, real-time optimisation, and measurable results of digital advertising.
The enhanced capabilities and benefits programmatic Out-of-Home offers has seen it grow quickly; an upward trajectory that is set to continue. Based on similar market economics in the UK, programmatic Out-of-Home is forecast to achieve $200 million+ revenue in Australia by the end of 2027.
The Definitive Guide to Programmatic Out-of-Home success delves into:
The reasons why programmatic Out-of-Home is on the rise in Australia.
Future growth projections and emerging trends.
15 case studies that demonstrate why programmatic Out-of-Home should be considered for every modern marketing mix.
Key insights and themes that underscore the transformative potential of programmatic Out-of-Home.
Find out more
81%
of Australian advertisers surveyed believe programmatic Out-of-Home is important for performance-led campaigns.
34%
of Australian advertisers plan to increase their programmatic Out-of-Home spend by an average of 34% over the next 18 months.
8 in 10
of surveyed Australian advertisers believe programmatic Out-of-Home offers innovative opportunities.
Source: VIOOH State of the Nation, Programmatic Digital Out-of-Home 2023, Australian Whitepaper
The power of contextual relevance
MARS applied various contextual techniques, such as weather triggers and dayparted messages, to encourage people to reward themselves with a MARS for doing everyday tasks.
32%
increase in brand attribution.
Precision audience targeting and engagement
American Express retargeted audiences exposed to an initial traditional Out-of-Home campaign through programmatic Out-of-Home to enhance awareness and consideration.
+19%
increase in top-of-mind awareness.
Driving measurable real-world impact
Tourism Tasmania leveraged audience data to select the best-performing assets, aiming to change perceptions of a Tasmanian winter holiday and drive visitation.
+140%
footfall uplift attributed to Digital Large Format.
Amplification via cross-channel integration
Pepsi Max combined programmatic Out-of-Home audience targeting with a Transit (bus advertising) campaign to launch the Pepsi Max Soda Shop range.
+110%
percentage point increase in familiarity with the Pepsi Max Soda Shop range.
Pepsi Max