Place Exchange：2023下半年戶外廣告程序化購(gòu)買趨勢(shì)

H22023

PlaceExchange

ProgrammaticOOHTrendsReport

January2024

Overview

ThePlaceExchangeProgrammaticOOHTrendsreportprovidesasnapshotofselectUS

programmaticOOHspendingpatternswithinthePlaceExchangeplatform,analyzingdelivery

acrossbillionsofprogrammaticOOHimpressions.TheseresultscomparedatafromH22023with

datafromH12023.

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TableofContents

1SelectTakeaways

2AdvertiserCategoryTrends

3AssetCategory&PricingTrends

4CreativeFormatandTransactionTypeTrends

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1

SelectTakeaways

SelectTakeaways

?FromH12023toH22023,thetop3programmaticOOHadvertisingcategoriesremainedthe

same(Food/Drink,PersonalFinance,andHealth/Fitness)andaccountedforalmosthalfofspend.Inbothtimeperiods,theotherhalfofspendwasbalancedacrossabroadmixofcategories,withsomenotablegainsanddeclinesindifferentcategories.

?Thefastest-growingcategorieswereHome/Garden,Business,Automotive,Shopping,Tech/Computing,andHealth/Fitness.

?Billboardsremainedthesinglelargestassetcategorybyspend,at38%.Place-basedformats

continuedtogrow,withOOHTVscreensaccountingfor27%ofspend,followedbyDisplayPanelsat15%,andKiosksat12%.

?Outdoorremainedthelargestvenuecategory,with55%ofspend,followedbyRetailat15%,

Transitat10%,andEntertainmentat8%.Overall,thenumberofprogrammaticOOHscreens

increasedby32%,drivenmainlybydeploymentsatentertainment,retail,transit,andresidentiallocations.

?TheaverageCPMforprogrammaticOOHinventorywas$7.24inH22023,aslightincreasefromthe$7.17averageinH12023.CPMsbyvenuecategorywererelativelystable.

?Videocontinuedtorepresentamaterialportionofspending,comprisingoveronethirdofprogrammaticOOHspendonvideo-enabledscreens.

?WhileprogrammaticOOHsupportsawidevarietyofcreativeformats,themajorityofspendingremainedconcentratedinafewformats:

?76%ofprogrammaticVideoOOHadswere15secondsinlength,aslightincreasefromthepriorperiod.

?84%ofprogrammaticOOHvideospendisattributedtothetop2sizes(WxH):1920x1080and1080x1920.

?While50%ofprogrammaticOOHvideospendisonhorizontalvideoformats,verticalvideoformatsaregrowinginshare.

?84%ofprogrammaticOOHdisplayspendonstaticdisplaycreativesisattributedtothetop3adsizes(WxH):1400x400,1920x1080,1080x1920.

?ProgrammaticOOHcontinuestotransactpredominantlyviaPrivateMarketplace(PMP)deals,

representing93%ofH22023spend,giventhehighlevelsofcampaign?exibility,price

transparency,andmediaqualityofferedtobuyers.WhileCustomPMPsrepresentthemajorityofspend,Always-onDealsandProgrammaticGuaranteedDealsbothgainedrelativeshare.

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AdvertiserCategory

Trends

TopSpending

AdvertiserCategories

ByIABCategories

H22023-TopSpendingAdvertiserCategories

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H12023-TopSpendingAdvertiserCategories

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ComparingH22023toH12023:

●Thetop3categories

remainedFood/Drink,

PersonalFinance,and

Health/Fitness,and

accountedfornearlyhalfofthespendinboth

periods.

●TheHome/Garden

categoryjoinedthetop4rankingforH22023at8%.

●Severalothercategoriesgainedshare,including

Tech/Computing(from5%to7%),Business(from3%to7%),andShopping(5%to7%),

●Arts/EntertainmentandTravelbothdeclinedin

share,from11%to4%andfrom7%to3%,

respectively.

●Inbothperiods,thespendoverallwasbalanced

acrossabroadarrayofadvertisercategories.

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AdvertiserCategories

withtheHighestGrowth*

H12023toH22023

GrowthRate

Business254%

Automotive150%

Shopping138%

Tech/Computing131%

Health/Fitness120%

*Includesonlycategoriesthatrepresentedatleast2%oftotalspendinH12023.Home/Gardenisthereforeexcluded,butgrewby953%.

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AssetCategoryand

PricingTrends

SpendDistributionbyAssetCategory

H12023

H22023

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AssetCategoryDesignations

Billboard

Largeformat,freestanding,elevateddigitaldisplays.

DisplayPanel

Mid-to-largeformatdigitaldisplaysmountedatorneareyelevel.

Kiosk

Interactivedisplaysthatarepartofaneasily-accessible,free-standingstructure.

PointofSale

Screensonaterminalor

interfaceatwhich

purchasetransactions

takeplacebetweena

merchantandacustomer.

Screen/TV

Small-to-midsizedigital

displaysdelivering

informationtoacaptive

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audience.

Shelter

Agroundlevel,freestanding

enclosuresuchasnewsstandorabusshelter.

Other

ElevatorDisplay:Displays

locatedwithinelevators.

Spectacular:Alarge,

non-standarddisplaylocatedinhighimpactareas.

VendingMachine:Anautomatedmachinethroughwhichvariousgoodsmaybepurchased.

Billboardscontinuedtorepresentthelargestsingleassetcategory,at38%ofspendinH22023.Overall,thedistributionofspendamongassetcategoriesremained

relativelyconsistentbetweenthetwotimeperiods.

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H12023

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SpendDistributionby

VenueCategory

H22023

ComparingH22023toH12023:

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●Outdoorremainedthelargestvenuecategory,

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with55%ofspend,downslightlyfrom59%inH12023.

●Retailwasagainthe

secondlargestvenue

categorybyspend,holdingshareat15%.

●TransitandEntertainmentgainedshare,from8%to10%andfrom6%to8%,

respectively.

●Overallprogrammatic

screencountgrewby

32%,drivenmainlybynewscreensinentertainment,retail,transit,and

residentiallocations.

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AverageCPMsbyVenueCategory

ByOpenOOHVenueCategories

Overall,theaverageCPMforH22023was$7.24,aslightincreasefromthe$7.17averageinH12023.

WithinOutdoor,BillboardCPMswentfrom$7.19inH12023to$6.99inH22023.

CPMpricesremainedrelativelystableacrossvenuecategories,withslightincreasesinthemajorityofcategories.

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4

CreativeFormat

andTransaction

TypeTrends

Display&Video

Spending

AllDisplay&VideoSpend

ProgrammaticVideoOOHsawaslightincreasein

share,goingfrom19%ofspendacrossall

programmaticOOHscreensinH12023to21%inH2

2023.

Display&VideoSpend,ex-Billboards

(i.e.,video-enabledscreensonly)

Filteringtheanalysistoinclude

onlyOOHscreensthatare

video-enabled,Video

accountedforoverathirdofspendinH22023.

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SpendbyVideoAdDuration

15secondscontinuedtobethemostcommonvideoadduration,

representingthreequartersofallvideospend.

ComparingtoH12023,30-and10-seconddurationsincreasedslightlyinshare,while8-secondand“Other”durationsdeclinedinshare.

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SpendbyVideoSize

WidthxHeightforvideocreatives

H22023

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AmongthetopsizesforvideoOOHcreatives,theleadinghorizontalvideosize

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(1920x1080)declinedto50%ofspendinH22023,from57%inH12023.

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Theleadingverticalvideosize(1080x1920)increasedto34%ofspend,from22%,partially

drivenbytheincreasing

crossoverbetweensocialandOOHadvertising.

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Thetop3sizesforstatic

displaycreativesaccountedfor84%ofprogrammaticOOH

displayspendinH22023,upfrom80%inH12023.Overall,themixofdisplayspendby

creativesizeinthetwotimeperiodswassimilar.

ThetopdisplaycreativesizesinH22023were:

H12023

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SpendbyDisplaySize

WidthxHeightfordisplaycreatives

H22023

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●1400x400

●1920x1080

●1080x1920

●840x400

●720x208

●1200x400

●560x160

●1600x400

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SpendingbyTransactionType

ProgrammaticOOHbuyerscontinuetooverwhelminglyprefertransactingwith

privatemarketplacedeals(PMPs),includingAlways-onPMPs,CustomPMPs,and

ProgrammaticGuaranteeddeals,collectivelyrepresenting93%ofspendinH22023.

Always-onPMPdealsgrewfrom26%to36%ofspend,re?ectingthegrowing

maturityoftheprogrammaticOOHcategory.ProgrammaticGuaranteeddeals,whileasmallpercentageofspend,aregrowingrapidlyonarelativebasis.

Privatedealsingeneralremainstronglypreferredoveropenauction,astheyofferhighly?exiblecampaigndelivery,transparencyaroundmediapricing,andcertaintyaroundinventoryquality-allfactorsthataregrowinginimportancetobuyers.