New DOOH industry resource from IAB Australia
Peak trade association for online advertising IAB Australia has released a ‘Buyer’s Guide’ for Digital out of Home (DOOH). It is a resource to help both traditional Out of Home (OOH) buyers and digital buyers navigate planning, trading, measuring and working with partners.
The guide will also outline industry best practices. It was created by twenty different organisations operating in the DOOH space including Amobee, Bench, Broadsign, Cartology, Hivestack, IAS, JC Decaux, MediaMath, MiQ Digital, OIS, OMA, QMS Media, Seedooh, Shopper Media Group, Tonic Media, The Trade Desk, Val Morgan Outdoor, Veridooh, Verizon Media, Verve Group and Vistar Media.
The Guide explores the different buying methods, understanding the programmatic supply chain, verification, and audience and measurement. It includes a buying checklist and a glossary of terms.
“With DOOH making up an increasingly significant portion of the total OOH market, our working group has pulled together a reliable and comprehensive reference resource for all those involved in the buying to planning of this channel,” said Ben Allman, the chair of the IAB Australian DOOH working group.
Recently IAB Australia research found that almost one quarter of Australian agencies traded DOOH inventory programmatically for the first time during 2020, with a further 10 percent of agencies increasing programmatic investment over this period.
“This guide has been designed to help provide media buyers with a thorough overview of DOOH opportunities, formats, buying methods, measurement, verification and upcoming developments,” said Gai Le Roy the CEO of IAB Australia. “It is suitable for traditional buyers getting up to speed with digital as well as for digital buyers who need to understand the nuances of the OOH market.”