It has already been one month since the end of the first half of the year. Along with the closure of the first semester of 2023, different SSPs share very interesting information regarding the development of programmatic advertising in DOOH.
This is the case of Place Exchange, who has recently released their H1 2023 report for the United States market.
Here you will find the most interesting data from this report, starting with a summary of the most important information:
- Similar to H2 2022, the top 3 categories that invest the most in PDOOH are FOOD/BEVERAGE, PERSONAL FINANCE, HEALTH/FITNESS, with these three categories accounting for nearly 50% of the total PDOOH investment.
- The categories that have experienced the fastest growth during H1 2023 are Art/Entertainment, Law/Government/Politics, Travel, Food/Beverage, and Style/Fashion.
- With a 37% share, large digital formats (Billboards) represent the category with the highest participation in PDOOH investment. Other formats such us place-based screens, TV screens (retails), or kiosks are experiencing rapid growth and continue to represent a significant portion of total programmatic OOH spending.
- In the USA market, the average CPM has not changed from H2 2022, remaining around $7.17 (Editor’s Note: n the Mexican market, the average CPM is around $12.40).
- While programmatic out-of-home advertising supports a wide variety of creative formats, most of the spending remained concentrated in a few formats:
. 70 % of programmatic advertising spending on video utilized a duration of 15 seconds.
. 80% of these videos focused on these (WxH): 640×360, 1920×1080, 1080×1920, 360×640.
. The majority of the videos were displayed in horizontal formats, although vertical formats have been gaining share in recent months.
. As for display, these are the chosen formats (WxH): 1400×400, 1080×1920, 1920×1080.
- Private Marketplace offers continue to lead among programmatic OOH buyers, as they provide high levels of campaign flexibility, price transparency, and media quality.
TOP CATEGORIES INVESTING IN PROGRAMMATIC OOH (by IAB categories).
- The top 3 categories (food/beverage, Personal Finance, and Health/Fitness) accounted for nearly half during the first half of the year.
- Food/Beverage remained the leading category, with a 23% growth in total spending.
- The Art/Entertainment category gained share among the top 4, increasing from 4% to 11% compared to the last semester of 2022.
- The Travel category also gained share, increasing from 5% to 7%.
CATEGORIES WITH THE HIGHEST GROWTH IN H1 2023
- Art/Entertainment: 170%
- Government/Politics: 32%
- Travel: 23%
- Food/Beverage: 15%
- Fashion: 10%
INVESTMENT DISTRIBUTION BY SCREEN TYPE
BILLBOARDS: Large and elevated formats.
MEDIUM FORMATS: Medium to large-sized digital screens mounted at eye level or near it.
PLACE-BASED PANELS: Small to medium-sized digital screens providing information to a captive audience (Gyms, Restaurants, Transportation terminals).
KIOSKS: Interactive screens.
POINT OF SALE: Small screen on a terminal or interface where purchase transactions occur between a merchant and a customer.
OTROS:
Elevator Screen: Screens located inside elevators.
Shelter: A standalone enclosure at ground level, such as a newspaper kiosk or a bus stop shelter.
Billboard: A large non-standard screen located in high-impact areas.
Vending Machine: An automated machine through which various products can be purchased.
CATEGORIES THAT GREW THE MOST COMPARED TO H2 2022:
. Art and Entertainment: 170%
. Government and Politics: 32%
. Travel: 23%
. Food and Beverage: 15%
CPMs:
The average CPM rate remained at $USD 7.17.
The variation in rates by screen type is around 25%, where assets like Billboards operate with CPMs of $USD 7.63, and screens in transportation media have rates of $USD5.75 per CPM.
You can access the full report here:
