AUCKLAND, Today: The IAB is launching it 2021 Programmatic Digital Out of Home Buyer’s Guide this morning, in response to a market requirement for clarity and practical advice for advertisers and agencies that are looking to invest in this “new and exciting” way of transacting digital out of home (DOOH).
Dentsu platforms & partners GM Richard Pook, Lumo agency & programmatic director Jack Plowright and Go Media GM Simon Teagle have collaborated with IAB NZ members and out-of-home industry leaders to develop a comprehensive single source guide.
The resulting 2021 Programmatic Digital Out of Home Buyer’s Guide provides an in-depth evaluation of the current programmatic Digital Out of Home (pDOOH) landscape in New Zealand, including:
- pDOOH trading essentials
- Buying considerations
- Measurement methodologies
- The future
“Cutting through the market noise to build a shared understanding from the outset is crucial to scaling pDOOH in NZ.”
Richard Pook said: “Investment in digital out-of-home advertising in nz has increased dramatically in recent years – but despite this growth, only a small proportion of the inventory is being traded programmatically, with very limited knowledge and understanding of how the technology works in practice.”
Lumo’s Jack Plowright said: “Cutting through the market noise to build a shared understanding from the outset is crucial to scaling pDOOH in New Zealand.
“Whilst there are clear benefits for both buyers and sellers transacting programmatically, we must remain transparent about its limitations and nuances as a programmatically traded channel.”
Go Media’s Simon Teagle said: “The NZ media industry always has a hot trending topic it focuses its attention on each year, and for 2021 it’s going to be pDOOH. Beyond the release of the Buyer’s Guide, with the IAB we are committed to developing market knowledge, and providing case studies which prove the efficacy of trading DOOH programmatically.”
Feedback sought
IAB New Zealand will be seeking feedback from buyers and sellers and explore some of these themes in more detail at an agency event planned for early next year.
- For further information, contact IABNZ ceo Gill Stewart at gill.stewart@iab.org.nz or 021 278 9199.
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