Is programmatic a growth driver? OOH first half growth, and new steps to secure DOOH. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending August 24, 2024.
1. OAAA Reports OOH First Half Growth of 4.8%
This marks the highest quarterly volume ever for OOH, propelling first-half growth to a 4.8% increase. Digital OOH was a key growth driver and OOH growth across industries could be a positive economic indicator.
B.B.’s Take: 4.8%.. I’m going with what Chris Farley says in the video below⇓
2. Programmatic as a Growth Driver – Fact or Fiction?
US OOH national ad spend in the major OOH suppliers will be down for 2024 by a combined %53m, but the total OOH market was up 6.8% in Q1 and Vistar is up 77% YTD. Is programmatic advertising really the growth driver that people claim it is? Or is it just the same advertisers executing via an automated platform?
Local is a significantly stronger and larger ad segment. It’s also growing much faster rates than national. Also, the rise of programmatic is not translating to growth of the OOH pie.
B.B.’s Take: Alternative point of view by Robert Macmillan, suggesting programmatic is NOT what the popular narrative is positioned by the majority of the OOH Industry. Macmillan delivers strong, reasonable points in arguing the Vistar reporting does not quite add up. And as Vistar is the ‘leader’ in Programmatic buying, does that diminish the DOOH programmatic narrative across the board? Or billboard?
3. Australia OOH Up 8% for 1st Half 2024
Australia’s OOH half year net media revenue is $593.1million. This is an 8.0% increase from the same period in 2023, OMA reports.
Three quarters of this revenue are from DOOH. This is an increase of 71.9% from last year.
All categories of inventory saw an increase in revenue over last year.
B.B.’s Take: 8%! Congrats Australia! It can be done.
4. Digital Billboard Security Guidelines Are Here
In May, OOH Today called for the OAAA and the OOH Industry to come up with Industry-Wide Standards for DOOH content filtering and moderating techniques. We said that AI or programmatic filters alone are not enough to prevent offensive and inappropriate content. We asked the industry for guidelines, specifically to recommend that real people review all content.
The OAAA has recently updated The Digital Billboard Safety Guidelines to enhance industry best practices. They now recommend that there is human oversight in digital display content.
B.B.’s Take: Great to see this important action finally taken by the OAAA and the entire OOH Industry. Now who is going to implement it? What will the consequences be for those who do not?