JCDecaux partnered with leading research and strategy consultant MTM focusing on how prDOOH is being used today and key areas for development.
61% of prDOOH marketers are always directly involved in the planning and buying of at least one other channel (54% in non-OOH channels).
Brand awareness (70%), uplift in digital campaign performance (67%), and impressions (66%) are the top three KPIs used in prDOOH.
Two-thirds (63%) always or usually measure online sales driven by prDOOH campaigns.
While there are challenges in measurement; those that overcome those challenges cite the ability to measure performance as the number one reason for buying prDOOH.
35% say that prDOOH delivers across brand and performance metrics to a greater effect than any other channel.
The combination of precision targeting and virtually unmissable formats provide opportunities to drive awareness and sales.
73% of prDOOH marketers say they will use dynamic creative optimization in prDOOH in the next 12 months, up from 48% using it in the past 12 months.
Dynamic creative optimization is going to boom as marketers look for more creative ways to capture audiences’ attention.
43% of prDOOH marketers use advertiser first-party data to inform targeting and creative strategy.
Untapped opportunities to integrate first-party data represent an opportunity for digitally minded brands to maximize the effectiveness and efficiency of prDOOH.
Download the full research: