An inside look at DOOH

Posted on: Tuesday 23 July 2019 | IAB UK

IAB UK teams up with YouGov to ask marketing decision makers about their attitudes to digital out of home advertising


DOOH offers advertisers an eye-catching and dynamic way of reaching consumers and raising a brands’ profile. But how much are marketers using the medium and what do they think about it?

We teamed up with YouGov to get the inside track from 504 marketing decision makers across a range of sectors and company sizes. Here’s some of the key findings:

  • 41% of marketing decision makers are responsible for OOH campaigns, of which 36% are using DOOH 

  • DOOH is unlocking new budget with 19% of spend coming from new sources

  • Spend on DOOH is set to increase over the next year with 32% upping budgets 

  • Awareness of the capabilities of DOOH are low among marketing decision makers in general, but higher for DOOH marketers 

  • DOOH rates highly across a range of key metrics including brand safety, being GDPR compliant and delivering contextually relevant messages

Download the full DOOH deck here.


Interested in knowing more? DOOH marketers comment on the findings. 

Written by

IAB UK

Topics

Related content

IAB Tech Lab integrates DOOH into OpenRTB

IAB Tech Lab has announced that DOOH is now part of Open RTB, the communication protocol that enables real-time bidding

Learn more

Putting DOOH in the spotlight

Watch our short film for a look at some of the recent digital out-of-home ads that are popping up across the UK

Learn more

What will DOOH in a post-pandemic world look like?

We brought together members from VIOOH, Kinetic Worldwide and Hivestack to share their thoughts on the future of DOOH in a piece first published by The...

Learn more
Digital billboards

How to succeed in Digital Out-of-Home Advertising

In this guide, members of our Digital Out-of-Home Group share their strategies for advertising success

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.