Place Exchange Programmatic OOH Trends Show Higher Spending Patterns For Most Sectors

The average CPM for programmatic out-of-home (OOH) inventory increased from $7.10 in H2 2021 to $7.47 in H1 2022, with most OpenOOH Venue Categories seeing price increases, according to Place Exchange data released Thursday.

These results compare data from the second half of 2021 with data from the first half of 2022.

Office Buildings rose to $12.42 in H1 2022 from $7.53 in H2 2021, followed by Point of Care rising to $11.47 from $7.43. Arts and Entertainment rose slightly to $8.22 from $8.13, while Health and Beauty jumped to $6.35 from $4.38. Education fell to $7.77 from $8.35.

Health and Fitness experienced the highest growth rate at 64% in the first half of 2022, compared with the second half of 2021, for out-of-home (OOH) ad spending, driven mostly by a significant increase in pharma spending, according to the data.

Style and Fashion grew at 49% while automotive grew at 31%, Food and Drink at 20%, and Technology and Computing at 12%, during H1 2022, compared with H2 2021.

Billboards remain the largest asset category by spend at 41%, despite falling from 47% in H2 2021.

Screen and television (TV) grew to 22%, up from 18% in the prior half year. Display Panels made a significant jump to 14% -- up from 10% -- while kiosks fell to 13% from 16%.

Spending on programmatic video OOH grew by 60% from H2 2021 to H1 2022, with video ads now representing almost half of spending on video-enabled screens.

Programmatic OOH buyers continue to transact mostly through non-guaranteed deals, which offer high levels of flexibility.

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