Commentary

More DOOH Spend Coming from Digital, Online Budgets

While some big digital out-of-home networks have vowed to win money from TV budgets, digital and online budgets are about as common a source for DOOH spending as TV budgets -- and their share is growing fast, while TV is dwindling, according to a new survey of 1,761 strategic media planners conducted by the Digital Place-Based Advertising Association in May and released this week.

Overall 40.1% of the media planners surveyed said they are funding digital place-based media campaigns from digital and online budgets -- up 75% from 22.9% in the DPAA’s 2011 survey. Meanwhile 40.7% of media planners said they would tap TV budgets for digital place-based campaigns, down from 43.8% in 2011.

The most popular source of funds for digital place-based campaigns is still outdoor, with 64.2% of planners tapping outdoor budgets, up from 54.2% in 2011. 19.8% of planners said they would tap budgets earmarked for experimental and testing campaigns, indicating that some, at least, still view DOOH as a new and untested medium.

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Experimental or no, DOOH is achieving a high degree of penetration in terms of awareness and utilization, with 94.2% of media planners surveyed saying they will include it in their plans, up from 86.3% in 2011. They’re also becoming more aware of research demonstrating DOOH’s efficacy, which should help put to rest any lingering doubts. The proportion who were aware of DOOH research from Nielsen rose from 46.4% in 2011 to 54% in 2012; for GfK MRI, from 38.5% to 41.9%; IMS, from 26% to 32%; and Experian Simmons, from 23.4% to 31.6%. Only Arbitron showed a (slight) decrease in awareness, from 20.4% to 20.2%.

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