From H12023to H22023,the top 3 programmatic OOH advertising categories remained thesame(Food/Drink,Personal Finance,and Health/Fitness)and accounted for almost half of spend.In both time periods,the other half of spend was balanced across a broad mix of categories,withsome notable gains and declines in different categories.
· The fastest-growing categories were Home/Garden,Business,Automotive,Shopping,Tech/Computing,and Health/Fitness.
Billboards remained the single largest asset category by spend,at 38%.Place-based formatscontinued to grow,with OOH TV screens accounting for 27%of spend,followed by Display Panelsat 15%,and Kiosks at 12%.
Outdoor remained the largest venue category,with 55%of spend,followed by Retail at 15%,Transit at 10%,and Entertainment at 8%.Overall,the number of programmatic OOH screensincreased by 32%,driven mainly by deployments at entertainment,retail,transit,and residentiallocations.
The average CPM for programmatic OOH inventory was $7.24 in H22023,a slight increase from
the $7.17 average in H12023.CPMs by venue category were relatively stable.
Video continued to represent a material portion of spending,comprising over one third ofprogrammatic OOH spend on video-enabled screens.
While programmatic OOH supports a wide variety of creative formats,the majority of spendingremained concentrated in a few formats:
· 76%ofprogrammatic Video OOH ads were 15 seconds in length,a slight increase from theprior period.
· 84%ofprogrammatic OOH video spend is attributed to the top 2 sizes (WxH):1920x1080and 1080×1920.
· While 50%of programmatic OOH video spend is on horizontal video formats,vertical videoformats are growing in share.
· 84%of programmatic OOH display spend on static display creatives is attributed to the top3 ad sizes (WxH):1400×400,1920×1080,1080×1920.
Programmatic OOH continues to transact predominantly via Private Marketplace (PMP)deals,representing 93%of H22023 spend,given the highlevels of campaign flexibility,price
transparency,and media quality offered to buyers.While Custom PMPs represent the majority ofspend,Always-on Deals and Programmatic Guaranteed Deals both gained relative share.
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