The Australian out-of-home (OOH) advertising industry is rapidly evolving, and advertising agencies are leading the charge. While the overall market continues to show strong growth, the biggest story isn’t just about revenue; it’s about the technology that’s revolutionizing how OOH campaigns are planned, bought, and measured.
The latest industry reports from groups like the IAB Australia highlight a significant shift: agencies are moving past the “trial phase” of programmatic digital out-of-home (pDOOH) and are now integrating it into their everyday media plans. This move marks a major evolution in the industry. It means agencies are no longer just buying static space; they’re leveraging data, audience insights, and automation to create smarter, more flexible, and highly targeted campaigns.
This trend is a game-changer for businesses of all sizes. It allows for the kind of precision and flexibility once reserved for digital-only campaigns. For instance, an agency can now buy billboard advertising space to run an ad only when a specific target audience is present, or when a weather condition is met—such as running an ad for a cold drink on a particularly hot day.
While the rise of pDOOH is exciting, it also means agencies must be more knowledgeable than ever. We’re embracing this challenge head-on by investing in the latest technology and expertise. This ensures our clients are not only keeping up with the latest trends but are also a step ahead of the competition.
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