IAB New Zealand
Programmatic Digital Out-of-Home State of the Nation Survey

Welcome and thank you for agreeing to share your experiences and opinions about digital out-of-home advertising (DOOH) and attitudes to programmatic digital out-of-home advertising (PDOOH).

This survey is designed for media agencies, DSPs, creative agencies and marketers. The data collected will be used to prioritise industry education and training as well as initiatives to help marketers use programmatic digital out-of-home advertising to drive business results.

We’ll send the key findings of the study to everyone who participates and shares their email address, and on completion of the survey will be in the running to win one of three $200 Prezzy Cards.

Your views are important to us and your answers will be kept in the strictest confidence. None of the responses you give are directly linked to you as an individual. They are used purely for statistical purposes. To see our privacy statement, click the link at the bottom of the screen.

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* 1. If you wish to be shared the survey results (& be in the draw to win), please enter your email address below. Your details will not be share or used for promotion purposes by IAB New Zealand.

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* 2. Please indicate which of the following best describes your role.

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* 3. Which of the following best describes your company? (Please select one)

Brand/Advertiser

Media Agency

Creative/Digital agency

Agency Trading Desk/Independent Trading Desk

Ad Technology Supplier

Other ad industry supplier or participant (please specify below)

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* 4. Which agency holding group does your business sit within?

Group M

Omnicom Media Group

Publicis

Dentsu

Havas

Mediabrands/IPG

Independent agency (no holding company)

Other (please specify)

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* 5. Which of the following statements best describe your level of influence on investment decisions in your company or with the clients you work with? (Please select one)

I have responsibility for investment decisions

I have influence on investment decisions

I work in a team with influence on investment decisions

None of the above

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* 6. What is your experience with digital out-of-home (DDOH) advertising buying via IO/direct?

It is a significant part of our activity

It is regularly considered as part of our activities

We have experimented with it

No experience but have plans to use

No experience and no plans to use

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* 7. Which of the following direct/IO buying methods have you used for DOOH? (Please select all that apply)

Direct Screen Share of Voice/Share of Time Buy (e.g. 1 in 8 SOV or 15% SOT across a week)

Direct Impression/Audience Buy (e.g. 100,000 impressions at a $X CPM)

Direct Frequency Buy (e.g. plays per loop or loops per play)

Direct Fixed Budget Goal Buy (e.g. deliver ad plays up until a set budget)

Direct Fixed Ad Play Goal Buy (e.g. select # of plays to deliver)

Don't Buy DOOH via direct/IO methods

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* 8. How often are you or your team planning or buying DOOH direct/IO?

Not at all

Not often

Fairly often

Often

Very Often

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* 9. What is your experience with programmatic digital out-of-home advertising (PDOOH)?

It is a significant part of our activity

It is regularly considered as part of our activities

We have experimented with it

No experience but have plans to use

No experience and no plans to use

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* 10. Which of the following programmatic advertising buying methods have you used for DOOH? (Please select all that apply)

Programmatically traded inventory on Open Exchanges

Programmatic Private Marketplace Deals (PMPs)

Programmatic Preferred PMP Deals (i.e. fixed CPM price)

Programmatic Guaranteed Deals

Don’t know/not sure

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* 11. How often are you or your team planning or buying programmatic DOOH?

Not often

Fairly often

Often

Very Often

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* 12. How does your agency plan and buy programmatic DOOH advertising? (Please select one)

OOH/DOOH and programmatic DOOH are planned and bought by different teams

OOH/DOOH and programmatic DOOH are planned by the same team but bought by different teams

OOH/DOOH and programmatic DOOH are planned and bought by the same team

Don’t know

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* 13. What % of your DOOH activity do you expect to transact programmatically in the next 12 months?

100%

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 14. When buying programmatic digital out-of-home advertising which which of the following best describes where it typically fits into your wider programmatic media planning? (Please select one response per row)

	Always	Frequently	Sometimes	Rarely	Never
Programmatic DOOH is planned and bought independently	Programmatic DOOH is planned and bought independently Always	Programmatic DOOH is planned and bought independently Frequently	Programmatic DOOH is planned and bought independently Sometimes	Programmatic DOOH is planned and bought independently Rarely	Programmatic DOOH is planned and bought independently Never
Programmatic DOOH is planned and bought collaboratively with digital Video	Programmatic DOOH is planned and bought collaboratively with digital Video Always	Programmatic DOOH is planned and bought collaboratively with digital Video Frequently	Programmatic DOOH is planned and bought collaboratively with digital Video Sometimes	Programmatic DOOH is planned and bought collaboratively with digital Video Rarely	Programmatic DOOH is planned and bought collaboratively with digital Video Never
Programmatic DOOH is planned and bought collaboratively with digital Audio	Programmatic DOOH is planned and bought collaboratively with digital Audio Always	Programmatic DOOH is planned and bought collaboratively with digital Audio Frequently	Programmatic DOOH is planned and bought collaboratively with digital Audio Sometimes	Programmatic DOOH is planned and bought collaboratively with digital Audio Rarely	Programmatic DOOH is planned and bought collaboratively with digital Audio Never
Programmatic DOOH is planned and bought collaboratively with digital display	Programmatic DOOH is planned and bought collaboratively with digital display Always	Programmatic DOOH is planned and bought collaboratively with digital display Frequently	Programmatic DOOH is planned and bought collaboratively with digital display Sometimes	Programmatic DOOH is planned and bought collaboratively with digital display Rarely	Programmatic DOOH is planned and bought collaboratively with digital display Never
All programmatic formats are planned and bought together	All programmatic formats are planned and bought together Always	All programmatic formats are planned and bought together Frequently	All programmatic formats are planned and bought together Sometimes	All programmatic formats are planned and bought together Rarely	All programmatic formats are planned and bought together Never

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* 15. Which of the following types of programmatic digital out-of-home venues and formats have you previously bought, or do you intend to buy in the next 12 months? (Please select one response per row)

	Have used this format in the past and intend to in the next 12 months	Have used this format in the past but don't intend to in the next 12 months	Have never used but intend to use this format in the next 12 months	Have never used and don’t intend to use in the next 12 months	Unsure
Roadside Billboards	Roadside Billboards Have used this format in the past and intend to in the next 12 months	Roadside Billboards Have used this format in the past but don't intend to in the next 12 months	Roadside Billboards Have never used but intend to use this format in the next 12 months	Roadside Billboards Have never used and don’t intend to use in the next 12 months	Roadside Billboards Unsure
Other Roadside (e.g. street furniture, bus/tram externals, small format)	Other Roadside (e.g. street furniture, bus/tram externals, small format) Have used this format in the past and intend to in the next 12 months	Other Roadside (e.g. street furniture, bus/tram externals, small format) Have used this format in the past but don't intend to in the next 12 months	Other Roadside (e.g. street furniture, bus/tram externals, small format) Have never used but intend to use this format in the next 12 months	Other Roadside (e.g. street furniture, bus/tram externals, small format) Have never used and don’t intend to use in the next 12 months	Other Roadside (e.g. street furniture, bus/tram externals, small format) Unsure
Transport (including airports, train stations)	Transport (including airports, train stations) Have used this format in the past and intend to in the next 12 months	Transport (including airports, train stations) Have used this format in the past but don't intend to in the next 12 months	Transport (including airports, train stations) Have never used but intend to use this format in the next 12 months	Transport (including airports, train stations) Have never used and don’t intend to use in the next 12 months	Transport (including airports, train stations) Unsure
Retail (e.g. shopping centres)	Retail (e.g. shopping centres) Have used this format in the past and intend to in the next 12 months	Retail (e.g. shopping centres) Have used this format in the past but don't intend to in the next 12 months	Retail (e.g. shopping centres) Have never used but intend to use this format in the next 12 months	Retail (e.g. shopping centres) Have never used and don’t intend to use in the next 12 months	Retail (e.g. shopping centres) Unsure
Lifestyle (e.g. gym)	Lifestyle (e.g. gym) Have used this format in the past and intend to in the next 12 months	Lifestyle (e.g. gym) Have used this format in the past but don't intend to in the next 12 months	Lifestyle (e.g. gym) Have never used but intend to use this format in the next 12 months	Lifestyle (e.g. gym) Have never used and don’t intend to use in the next 12 months	Lifestyle (e.g. gym) Unsure
Health (e.g. doctors waiting room, pharmacy)	Health (e.g. doctors waiting room, pharmacy) Have used this format in the past and intend to in the next 12 months	Health (e.g. doctors waiting room, pharmacy) Have used this format in the past but don't intend to in the next 12 months	Health (e.g. doctors waiting room, pharmacy) Have never used but intend to use this format in the next 12 months	Health (e.g. doctors waiting room, pharmacy) Have never used and don’t intend to use in the next 12 months	Health (e.g. doctors waiting room, pharmacy) Unsure
Other venues and place based	Other venues and place based Have used this format in the past and intend to in the next 12 months	Other venues and place based Have used this format in the past but don't intend to in the next 12 months	Other venues and place based Have never used but intend to use this format in the next 12 months	Other venues and place based Have never used and don’t intend to use in the next 12 months	Other venues and place based Unsure

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* 16. In your considerations for digital out-of-home advertising, which of the following have been factors for buying programmatically? (Please select one response per row)

	Major factor	Minor factor	Not a factor	Unsure
Price	Price Major factor	Price Minor factor	Price Not a factor	Price Unsure
Flexible buying options	Flexible buying options Major factor	Flexible buying options Minor factor	Flexible buying options Not a factor	Flexible buying options Unsure
Convenience or simplicity	Convenience or simplicity Major factor	Convenience or simplicity Minor factor	Convenience or simplicity Not a factor	Convenience or simplicity Unsure
Enhanced reach	Enhanced reach Major factor	Enhanced reach Minor factor	Enhanced reach Not a factor	Enhanced reach Unsure
Data and targeting	Data and targeting Major factor	Data and targeting Minor factor	Data and targeting Not a factor	Data and targeting Unsure
Cross-channel planning management	Cross-channel planning management Major factor	Cross-channel planning management Minor factor	Cross-channel planning management Not a factor	Cross-channel planning management Unsure
Workflow efficiency	Workflow efficiency Major factor	Workflow efficiency Minor factor	Workflow efficiency Not a factor	Workflow efficiency Unsure
Contextual relevance of environments	Contextual relevance of environments Major factor	Contextual relevance of environments Minor factor	Contextual relevance of environments Not a factor	Contextual relevance of environments Unsure

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* 17. Which of the following data sources is your company/client using to inform targeting and creative for programmatic digital out-of-home advertising? (Please select all that apply)

The advertising brands own first-party data

DSP supplied data

Media agency supplied data

Media owner supplied data

Don’t use any data sources

Other (please specify below)

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* 18. When running campaigns across omni programmatic channels (e.g. including display, video, mobile), how often is the creative adapted to suit DOOH in consideration of the relevant viewing environment? (Please select one)

Always or almost always

Sometimes

Rarely

Never

We do not run these types of campaigns

Other (please specify)

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* 19. What have been the objectives of the programmatic digital out-of-home advertising activities you’ve been involved with over the past year? (Please select all that apply)

Increase brand awareness

Increase engagement/relevance

Direct response

Support for specific promotions

Increase keyword search activity

Incremental/extended reach (along with other media channels)

Don’t know

Other (please specify below)

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* 20. How often are you using the following metrics to assess the effectiveness of your programmatic digital out-of-home advertising campaigns? (Please select one response per row)

	Usually	Sometimes	Never	Unsure
Reach	Reach Usually	Reach Sometimes	Reach Never	Reach Unsure
Sales	Sales Usually	Sales Sometimes	Sales Never	Sales Unsure
Brand impact metrics	Brand impact metrics Usually	Brand impact metrics Sometimes	Brand impact metrics Never	Brand impact metrics Unsure
In-store visits	In-store visits Usually	In-store visits Sometimes	In-store visits Never	In-store visits Unsure
Frequency	Frequency Usually	Frequency Sometimes	Frequency Never	Frequency Unsure
Visits to website	Visits to website Usually	Visits to website Sometimes	Visits to website Never	Visits to website Unsure
In-target reach	In-target reach Usually	In-target reach Sometimes	In-target reach Never	In-target reach Unsure
Impressions delivered	Impressions delivered Usually	Impressions delivered Sometimes	Impressions delivered Never	Impressions delivered Unsure

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* 21. How often do you consider the following traditional out-of-home buying metrics when using programmatic digital out-of-home advertising? (Please select one response per row)

	Usually	Sometimes	Never	Not sure
Panel count	Panel count Usually	Panel count Sometimes	Panel count Never	Panel count Not sure
Imagery of site	Imagery of site Usually	Imagery of site Sometimes	Imagery of site Never	Imagery of site Not sure
Quality of site	Quality of site Usually	Quality of site Sometimes	Quality of site Never	Quality of site Not sure
Quality of environment	Quality of environment Usually	Quality of environment Sometimes	Quality of environment Never	Quality of environment Not sure
Context of location	Context of location Usually	Context of location Sometimes	Context of location Never	Context of location Not sure
Audience Reached	Audience Reached Usually	Audience Reached Sometimes	Audience Reached Never	Audience Reached Not sure

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* 22. Which of the following creative formats have you used/or plan to use for DOOH? (Please select one response per row)

	Have used this format in the past and intend to in the next 12 months	Have used this format in the past but don't intend to in the next 12 months	Have never used but intend to use this format in the next 12 months	Have never used and don’t intend to use in the next 12 months	Unsure
Animated or moving creative	Animated or moving creative Have used this format in the past and intend to in the next 12 months	Animated or moving creative Have used this format in the past but don't intend to in the next 12 months	Animated or moving creative Have never used but intend to use this format in the next 12 months	Animated or moving creative Have never used and don’t intend to use in the next 12 months	Animated or moving creative Unsure
HTML creative	HTML creative Have used this format in the past and intend to in the next 12 months	HTML creative Have used this format in the past but don't intend to in the next 12 months	HTML creative Have never used but intend to use this format in the next 12 months	HTML creative Have never used and don’t intend to use in the next 12 months	HTML creative Unsure
Static image (e.g. JPEG)	Static image (e.g. JPEG) Have used this format in the past and intend to in the next 12 months	Static image (e.g. JPEG) Have used this format in the past but don't intend to in the next 12 months	Static image (e.g. JPEG) Have never used but intend to use this format in the next 12 months	Static image (e.g. JPEG) Have never used and don’t intend to use in the next 12 months	Static image (e.g. JPEG) Unsure
Video formats (e.g. mp4) or VAST	Video formats (e.g. mp4) or VAST Have used this format in the past and intend to in the next 12 months	Video formats (e.g. mp4) or VAST Have used this format in the past but don't intend to in the next 12 months	Video formats (e.g. mp4) or VAST Have never used but intend to use this format in the next 12 months	Video formats (e.g. mp4) or VAST Have never used and don’t intend to use in the next 12 months	Video formats (e.g. mp4) or VAST Unsure
Dynamic Creative Optimisation (DCO)	Dynamic Creative Optimisation (DCO) Have used this format in the past and intend to in the next 12 months	Dynamic Creative Optimisation (DCO) Have used this format in the past but don't intend to in the next 12 months	Dynamic Creative Optimisation (DCO) Have never used but intend to use this format in the next 12 months	Dynamic Creative Optimisation (DCO) Have never used and don’t intend to use in the next 12 months	Dynamic Creative Optimisation (DCO) Unsure

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* 23. How well do you understand the following forms of out-of-home advertising, where 1 means no understanding at all and 10 means an expert level of understanding? (Please select one response per row)

	1	2	3	4	5	6	7	8	9	10
Static/Classic/Traditional out-of-home	Static/Classic/Traditional out-of-home 1	Static/Classic/Traditional out-of-home 2	Static/Classic/Traditional out-of-home 3	Static/Classic/Traditional out-of-home 4	Static/Classic/Traditional out-of-home 5	Static/Classic/Traditional out-of-home 6	Static/Classic/Traditional out-of-home 7	Static/Classic/Traditional out-of-home 8	Static/Classic/Traditional out-of-home 9	Static/Classic/Traditional out-of-home 10
Digital out-of-home	Digital out-of-home 1	Digital out-of-home 2	Digital out-of-home 3	Digital out-of-home 4	Digital out-of-home 5	Digital out-of-home 6	Digital out-of-home 7	Digital out-of-home 8	Digital out-of-home 9	Digital out-of-home 10
Programmatic digital out-of-home	Programmatic digital out-of-home 1	Programmatic digital out-of-home 2	Programmatic digital out-of-home 3	Programmatic digital out-of-home 4	Programmatic digital out-of-home 5	Programmatic digital out-of-home 6	Programmatic digital out-of-home 7	Programmatic digital out-of-home 8	Programmatic digital out-of-home 9	Programmatic digital out-of-home 10

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* 24. What are the three biggest issues preventing direct IO digital out-of-home advertising from being a larger proportion of advertising volume? (select up to 3 issues)

Lack of advertisers understanding

Lack of integration into wider campaigns

Lack of agency understanding

Lack of internal agency resource

Lack of creative opportunities

Difficulty creating compelling creative

Lack of evidence of campaign effectiveness/attribution

Lack of verification standards

Lack of industry standard audience measurement and metrics

Lack of audience delivery & reporting

Lack of standardised creative formats

There are no barriers

Other (please specify)

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* 25. What are the three biggest issues preventing programmatic digital out-of-home advertising from being a larger proportion of advertising volume? (select up to 3 issues)

Lack of advertisers understanding

Lack of integration into wider campaigns

Lack of buy-side programmatic DOOH expertise

Lack of internal agency resource or processes

Lack of creative opportunities

Difficulty creating compelling creative

Lack of evidence of campaign effectiveness/attribution

Lack of understanding of the cost versus benefit

Lack of verification standards

Lack of industry standard audience measurement source data and metrics

Use of historical impression data/lack of pre-bid measurement to predict impressions at screen

Lack of consistency in supply or unable to buy specific sites

Deals restricted to Non-guaranteed types (i.e. PMPs & Exchanges)

Lack of reserved DOOH inventory for programmatic transaction

Lack of pricing transparency relative to direct DOOH

Limited platform integrations or capabilities

Non standardises specs/a requirement to make multiple sizes

There are no barriers

Other (please specify)

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* 26. What are the three most important areas the industry focus on to help drive programmatic DOOH adoption?

Unified audience source data

Continued development of impression measurement solutions

Standardisation of creative specs (where possible)

Transparency in audience measurement & impression multiplier methodologies

Transparency in pricing & fees

Dynamic Creative capabilities

Third Party verification

Programmatic Guarantee deal types

Inventory reserved for programmatic

Activation of first-party data

Other (please specify)

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* 27. Which of the following best describes your level of knowledge and usage of the IAB NZ pDOOH Buyers Guide?

I refer to it frequently

I have read the guide

I am aware of the guide but have not used it

I am not aware of the resource

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* 28. Lastly, to enter the competition to win one of three $200 Prezzy cards, please tell us what would be the most useful thing the industry could provide to help you invest more in programmatic digital out-of-home advertising?

You can still submit your survey responses without entering the competition.

IAB New ZealandProgrammatic Digital Out-of-Home State of the Nation Survey

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* 1. If you wish to be shared the survey results (& be in the draw to win), please enter your email address below. Your details will not be share or used for promotion purposes by IAB New Zealand.

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* 2. Please indicate which of the following best describes your role.

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* 3. Which of the following best describes your company? (Please select one)

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* 4. Which agency holding group does your business sit within?

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* 5. Which of the following statements best describe your level of influence on investment decisions in your company or with the clients you work with? (Please select one)

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* 6. What is your experience with digital out-of-home (DDOH) advertising buying via IO/direct?

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* 7. Which of the following direct/IO buying methods have you used for DOOH? (Please select all that apply)

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* 8. How often are you or your team planning or buying DOOH direct/IO?

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* 9. What is your experience with programmatic digital out-of-home advertising (PDOOH)?

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* 10. Which of the following programmatic advertising buying methods have you used for DOOH? (Please select all that apply)

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* 11. How often are you or your team planning or buying programmatic DOOH?

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* 12. How does your agency plan and buy programmatic DOOH advertising? (Please select one)

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* 13. What % of your DOOH activity do you expect to transact programmatically in the next 12 months?

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* 14. When buying programmatic digital out-of-home advertising which which of the following best describes where it typically fits into your wider programmatic media planning? (Please select one response per row)

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* 15. Which of the following types of programmatic digital out-of-home venues and formats have you previously bought, or do you intend to buy in the next 12 months? (Please select one response per row)

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* 16. In your considerations for digital out-of-home advertising, which of the following have been factors for buying programmatically? (Please select one response per row)

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* 17. Which of the following data sources is your company/client using to inform targeting and creative for programmatic digital out-of-home advertising? (Please select all that apply)

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* 18. When running campaigns across omni programmatic channels (e.g. including display, video, mobile), how often is the creative adapted to suit DOOH in consideration of the relevant viewing environment? (Please select one)

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* 19. What have been the objectives of the programmatic digital out-of-home advertising activities you’ve been involved with over the past year? (Please select all that apply)

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* 20. How often are you using the following metrics to assess the effectiveness of your programmatic digital out-of-home advertising campaigns? (Please select one response per row)

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* 21. How often do you consider the following traditional out-of-home buying metrics when using programmatic digital out-of-home advertising? (Please select one response per row)

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* 22. Which of the following creative formats have you used/or plan to use for DOOH? (Please select one response per row)

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* 23. How well do you understand the following forms of out-of-home advertising, where 1 means no understanding at all and 10 means an expert level of understanding? (Please select one response per row)

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* 24. What are the three biggest issues preventing direct IO digital out-of-home advertising from being a larger proportion of advertising volume? (select up to 3 issues)

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* 25. What are the three biggest issues preventing programmatic digital out-of-home advertising from being a larger proportion of advertising volume? (select up to 3 issues)

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* 26. What are the three most important areas the industry focus on to help drive programmatic DOOH adoption?

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* 27. Which of the following best describes your level of knowledge and usage of the IAB NZ pDOOH Buyers Guide?

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IAB New Zealand
Programmatic Digital Out-of-Home State of the Nation Survey