IAB New Zealand launched the Programmatic Digital Out of Home (pDOOH) Buyer’s Guide in response to a market requirement for clarity and practical advice for advertisers and agencies looking to invest in digital out-of-home (DOOH). Rapid advancements in buy and sell-side technology, significant client adoption, and emerging use cases have fuelled strong revenue growth in this exciting new buying channel, resulting in the need to refresh this guide.
The IAB pDOOH Steering Committee, spearheaded by Richard Pook (Chief Product Officer, dentsu Media ANZ), Simon Teagle (GM, Go Media) and Jack Plowright (Agency & Programmatic Director, LUMO developed this 2023 edition.
The Buyer’s Guide is a great way for advertisers and agencies new to pDOOH to get up to speed, while also keeping more experienced buyers across the latest developments in the channel. Key updates for the 2023 second edition include the industry standard Impression Multiplier methodology; current audience measurement methodologies used by media partners; and updates on digital screen portfolios and coverage.
‘The numbers of advertisers that have moved from trialing to adopting pDOOH as a means of reaching outdoor audiences has grown rapidly over the past 12 months and is set to accelerate this year. The 2023 pDOOH Buyer’s Guide is a great way to keep up to date and to buy pDOOH with confidence.’ - Simon Teagle
Beyond the release of the Buyer’s Guide, other initiatives in the wings include an Attitudes to pDOOH report and a pDOOH Industry event bringing media partners, tech platforms, and buyers together with the intent to advance programmatic DOOH buying and knowledge even further.
The IAB New Zealand would like to thank all media vendors and tech platforms who contributed to this new edition.
If you’re a member of IAB New Zealand, you can download the 2023 pDOOH Buyer’s guide here.
For further information or to become an IAB New Zealand Member, please get in touch.