IAB Australia and the Outdoor Media Association (OMA) announced late last year they were to collaborate and curate a one-day conference ‘Powering DOOH 2023‘ which will be held on March 30, 2023 [1].
[1]Gai Le Roy, CEO IAB Australia told us then “Our Attitudes to DOOH research released this year [2] found that 83 per cent of agencies have used Programmatic and 48 per cent are considering it. Yet there continues to be large gaps in the market in terms of education and best practice for planning effective campaigns. We are excited to partner with the OMA and its members to curate the most relevant and essential content to fill this gap and demonstrate the massive potential of programmatic OOH.”
The event will present technical and practical content as well as high-level and strategic planning sessions around Programmatic OOH in Australia and registration, which is free, can be found here [1].
Charmaine Moldrich, CEO OMA said “With our update MOVE 1.5 launched this year, offering digital measurement, we have made it easier to plan and buy effective DOOH campaigns. We are also building an industry standard Impression Multiplier for Programmatic DOOH, as well as introducing standards that all our members will adhere to. For us the natural next step is to bring this all to light and educate our members and the market on the efficacy and efficiency Programmatic DOOH brings. Given the IAB leadership and expertise in the digital space it makes working with them to deliver Powering DOOH 2023 an obvious choice.”
The OMA reported in December last year that Out of Home revenue had rebounded in Q3 2022 to near pre-pandemic levels. Digital OOH revenue accounts for 62.5 per cent of total revenue, having grown rapidly over the last five years from just 47.3 per cent in 2017.