Despite marketers keep expanding their advertising channel from offline to online during this digital era, offline advertising such as out-of-home (OOH) is still a popular choice to marketers. According to the data of admanGo, OOH occupies Hong Kong Media Mix around 12%.
We all know OOH is getting digitalizing along with the technology development. Besides of digital out-of-home (DOOH), OOH now joins the programmatic channel to produce a new format of advertising – Programmatic DOOH. Expert feels optimistic about the usage of programmatic DOOH will expand as it delivers value to advertisers. Regarding to the globe, the ad spending of programmatic DOOH in US increases sharply with a double increment from 2020 to 2021, and the spending is even expected to touch USD 533.8 million by 2022.
➜ Related reading: The Usage of Programmatic Ad Rose Due to Its Exclusive Advantages
Although programmatic DOOH is still new to Hong Kong market, according to the survey by Verizon Media, over 86% respondents are interested in buying emerging formats with programmatic channels, programmatic DOOH is one of it all. The importance and usage base of programmatic DOOH is also projected to enlarge.
Hong Kong advertisers are now able to place programmatic DOOH into numerous shopping hotspots, including Causeway Bay, Hong Kong International Airport and even ChargeSPOT (a programmatic DOOH provider which lends portable chargers on different restaurants/stores). More importantly, programmatic DOOH can effectively simplify the abundant procedures of outdoor advertising implementation.
Want to learn more? You may have more ideas of programmatic DOOH with the case in Hong Kong: VERIZON MEDIA’S PROGRAMMATIC DOOH OFFERINGS NOW EXTENDS TO THE HONG KONG INTERNATIONAL AIRPORT
We, New iMedia, have been working with major advertisement exchange platforms for years including Verizon Media, Teads, Vpon & etc. Altogether with the new format of advertising, programmatic DOOH, our professional team can help you target audiences precisely with its high level of flexibility. Let’s contact us for free consultation and adapt the new marketing world together!
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Source:
eMarketer, US Programmatic Digital Out-of-Home Ad Spending Will Double in 2020, but Remains Experimental, 2020
iabHK, The p in pDOOH, 2021