Programmatic buying has really taken off in 2022
The OOH agencies have worked closely with the UMA to establish an initial benchmark of OOH investment based on net media buy statements for the years 2022 and 2021, with a breakdown between traditional OOH formats and DOOH via direct bookings and via programmatic buying. First conclusion: OOH Media is doing well in our country: the turnover has increased by 12.5% in 2022 compared to 2021 to more than 100 million euros. Moreover, the strong growth (+19%) of DOOH (Digital Out Of Home) is striking, bringing its market share to 30% of total investments.
The OOH specialists also included in this first benchmark the modes of purchase of DOOH formats: either via direct reservations or via programmatic. The latter has seen a real breakthrough over the past year. In 2022, DOOH investments via programmatic are four times higher than in 2021.
This spectacular increase in programmatic buying can be explained on the one hand by improved tools and on the other hand by the enormous expansion of the range of digital formats.
“The number of campaigns via programmatic buying will continue to grow”, predicts Jos Van Campenhout (Outsight). “The further development of these technical possibilities and the digital control of the advertising messages will make it possible to run even more targeted campaigns, with more different creative messages and thus to meet the advertisers KPIs even better. By 2022, even more advertisers will have found their way to DOOH, both for image campaigns as well as for promotional or activation campaigns, as a primary or complementary medium.”