Place Exchange released its programmatic out-of-home trends report on Monday, which analyzes the delivery of billions of impressions for programmatic OOH campaigns.
The H2 2021 Place Exchange Programmatic OOH Trends Report provides a snapshot of select spending patterns.
Comparing programmatic OOH spend on Place Exchange for H2 2021 with H1 2021 reveals trends that reflect the ongoing pandemic recovery. The data shows OOH spending in H2 2021 was more evenly spread across a mix of advertiser verticals.
As the U.S. continued to emerge from the COVID-19 pandemic and many advertisers resumed spending in OOH, spending reflected a more balanced mix of categories in the second half of 2021.
Personal finance at 14%, shopping at 12%, food and drink at 11% and business categories at 11% led the way, followed by technology and computing, arts and entertainment, and health and fitness.
As vaccination rates climbed and cities re-opened, the top-spending categories reflected people’s desire to get back into the world, with higher levels of discretionary spending in H1 2021.
In the first half of the year, food and drink led the way at 31% of spend, while personal finance accounted for 24% of spend.
Shopping and entertainment at 1,021%, art and entertainment at 805%, travel at 462% and fashion categories at 374% were the highest-growth categories from the first half to the second half of 2021, reflecting the return of consumers to their pre-pandemic activities.
Billboard share of spend declined from about two-thirds to about one half, while other formats such as screens and televisions, kiosks and display panels gained share. They gained share as advertisers looked to follow consumers on their real-world journeys.
The average CPM for programmatic OOH inventory rose from $6.78 to $7.10, with most open standards for OOH (OpenOOH) venue categories saw price increases -- all except for point of care, which saw prices fall from $9.21 to $7.43.
The average CPMs across most OpenOOH venue categories rose from the first half to the second half in 2021 -- most notably for the categories of education, and arts and entertainment venues.
Transit, outdoor, and office building CPMs also grew, while point-of-care CPMs declined a bit. Overall, the average CPM for H2 2021 was $7.10, compared with $6.78 for H1 2021.
For example, the category of transit rose from $7.51 to $8.42, education from $5.52 to $8.35, arts and entertainment from $5.28 to $8.21.
Spending on programmatic video OOH grew by 23% from H1 to H2 2021, as advertisers continue to leverage the reach, effectiveness, and value of video OOH inventory.
Non-guaranteed deals continue to dominate programmatic OOH buying execution.
If the ad unit is not standardized in these comparisons it's hard to draw any conclusions--except that none of them tell you what it costs to actually get a coinsumer to watch or read your ad message.