US advertisers are increasingly embracing programmatic buying for DOOH, drawn to its flexibility, precise targeting, and efficiency.
93% of marketers consider prDOOH to offer the most innovative opportunities of all media channels (+13% ppt YOY). PrDOOH also enhances brand credibility and contributes to a positive perception (64% prDOOH vs. 50% DOOH vs. 47% OOH).
Key Programmatic Trends in the US
84% of US advertisers utilize OOH specialist media agencies for prDOOH planning and buying, noticeably higher than the global average of 76% (+31% ppt YOY). In addition, Demand-Side Platforms (DSPs) have seen a substantial surge in adoption, with a 34% utilization rate (+17% ppt YOY).
An impressive 94% of US marketers are considering, piloting, or actively integrating Dynamic Creative Optimization (DCO) into their campaigns. Over half (56%) prioritize the ability to utilize dynamic creative, and a similar proportion (57%) emphasize the importance of leveraging first or third-party data in their decision-making processes.