CPMs, Spend Rising In Most Programmatic DOOH Categories
Screen and TV media for the first time have tied with Billboard media as the largest asset category, organized by theme or audience, with both claiming 29% of spend in the second half of 2024. This reflects the growing weight of video advertising in digital out-of-home (DOOH), according to data released Monday.
The company also shared trends analysts are seeing in Q1 2025.
Place Exchange, a digital out-of-home (DOOH) and supply-side platform (SSP), has identified several industry milestones in its H2 2024 Programmatic OOH Trends Report.
"While our next report won't be available until mid-year, we can share some emerging trends we are already seeing at in Q1 2025," the report says.
-- Traction with omnichannel DSPs - In Q1 2025 witnessed a larger number of omnichannel DSPs spending on programmatic DOOH than ever before.
--In-store retail screens continue to build on the share gained in the most recent report, further driven by spending at and near retail locations.
-- The second-half 2024 report showed that creatives represented half of the spend on video-enabled spend DOOH screens, and early 2025 data suggests that trend will continue, as more brands leverage the storytelling power of video in the physical world.
The Place Exchange Programmatic OOH Trends report provides a snapshot of select U.S. programmatic OOH spending patterns within the Place Exchange platform, analyzing delivery across billions of programmatic OOH impressions.
The most recent report compares data from the second half (H2) of 2024 with data from the first half (H1) of 2024.