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Attitudes to Programmatic DOOH Report
IAB Australia has released Buyer’s Guide for Digital out of Home (DOOH), providing guidance on the medium, cutting through jargon and shining a light on industry best practice. The Guide, which was developed by the IAB Australia DOOH Working Group, is the most recent to be released by IAB Australia as it seeks to support and educate the wider industry.
Australian advertising agencies have embraced Programmatic DOOH (pDOOH), with almost one quarter of Australian agencies trading DOOH inventory programmatically for the first time during 2020 and a further 10% of agencies increasing their programmatic investment in an otherwise depressed OOH market. The results, which come from IAB Australia’s inaugural Attitudes to Programmatic DOOH Report, are based on a survey of 183 media buyers and advertisers in the Australian market conducted in May 2021.
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