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TRENDSProgrammaticadvertisingintheUnitedStatesCHAPTER

01OverviewProgrammaticadvertisingspendingintheUnitedStatesfrom2017to2027(inbillionU.S.dollars)ProgrammaticadspendingintheU.S.2017-2027350300250200331.33309.56265.98243.76221.76198.29181.815010050135.5110.77201990.84201869.99201702020202120222023*2024*2025*2026*2027*4Description:In2022,programmaticadvertisingspendingintheUnitedStatesstoodat198billionU.S.dollars.Onthegloballevel,theexpenditureamountedto492.5billion.ReadmoreNote(s):UnitedStates;*Forecast.ReadmoreSource(s):ChangeinprogrammaticadvertisingspendingintheUnitedStatesfrom2018to2027ProgrammaticadspendgrowthintheU.S.2018-202740%34.17%35%29.8%30%25%20%15%10%5%22.33%21.94%11.54%2023*10.22%2024*9.07%20229.11%2025*7.54%2026*7.03%2027*0%20182019202020215Description:In2022,programmaticadvertisingspendingintheUnitedStatesincreasedbyroughlyninepercentonthefiguresreportedfor2021.Theglobalmarketvaluesgrewbyeightpercentinthesameperiod.

ReadmoreNote(s):UnitedStates;*Forecast.ReadmoreSource(s):DistributionofdigitaladvertisingspendingintheUnitedStatesin3rdquarter2023,bypurchasemethodDigitaladspendintheU.S.2023,bypurchasemethod80%73%70%60%50%40%30%20%10%27%0%ProgrammaticDirect6Description:Inthethirdquarterof2023,73percentofdigitaladvertisingexpenditureintheUnitedStateswasspentprogrammaticallyandtheremaining27percentdirectly.ProgrammaticdigitaldisplayadspendintheU.S.wasestimatedat145billionU.S.dollarsthatyear.ReadmoreNote(s):UnitedStates;*Forecast.ReadmoreSource(s):MediaRadarDigitaladvertisingspendingintheUnitedStatesbetweenJanuaryandSeptember2023,bypurchasemethodandindustryU.S.programmaticadspend2023,bypurchasemethod&industryShareProgrammatic40%86%83%79%77%73%69%Direct60%0%20%80%100%120%Media&entertainmentRetail14%17%21%23%27%31%32%AutomotiveApparelProfessionalservicesBeautyFood68%67%67%67%Medical&pharmaTechnologyFinance33%33%33%Furnishings58%42%7Description:BetweenJanuaryandSeptember2023,themediaandentertainmentindustryspentthelargestshareofitsadvertisingspendingprogrammatically,at86percent.Thelowestsharewasreportedforthefurnishingsindustry,at58percent.

ReadmoreNote(s):UnitedStates;JanuarytoSeptember2023Source(s):MediaRadar;Varioussources()ShareofadvertiserswhowereplanningtoincreasevsdecreasetheirprogrammaticspendingintheUnitedStatesin2024ChangeinprogrammaticadbudgetsintheU.S.2024Decreasing6%Unsure32%Increasing62%8Description:DuringaNovember2023surveycarriedoutamongadvertisingdecision-markersatbrands,agenciesandpublisherswhooversawprogrammaticintheUnitedStates,62percentofrespondentsstatedtheircompanieswouldbeincreasinginvestmentinprogrammaticadvertisingin2024comparedto2023.Ontheotherhand,sixpercentsaidtheinvestmentwoulddecrease.ReadmoreNote(s):UnitedStates;November14to22,2023;200respondents;amongadvertisingdecision-markersatbrands,agenciesandpublisherswhooverseeprogrammaticSource(s):ProximicShareofcookie-basedvscookiealternativeprogrammaticadvertisingbuysintheUnitedStatesin3rdquarter2023,byindustryCookie-basedvscookielessprogrammaticadbuysintheU.S.2023,byindustryShareCookiealterna40%Cookie60%0%20%80%100%120%TravelFood&drink13%13%14%15%16%17%17%17%87%87%86%85%84%83%83%83%TechnologyEntertainmentTelecommunicationsFinanceAutoPharma/Over-the-counter(OTC)Insurance21%22%79%78%Retail9Description:Inthethirdquarterof2023,cookie-basedbuysaccountedfor87percentofprogrammaticadbuysinthetravelindustryaswellasinthefoodanddrinkindustry.Thesharewaslowestfortheretailindustry,whereitstoodat78percent.

ReadmoreNote(s):UnitedStates;Q32023Source(s):33Across;eMarketerShareofmade-for-advertising(MFA)sitesintheopeninternetprogrammaticadvertisingspendingandimpressionsworldwidebetweenSeptember2022andJanuary2023ShareofMFAsitesinprogrammaticmarketworldwide202325%21%20%15%15%10%5%0%ImpressionsSpending10Description:Astudycarriedoutamong21membercompaniesoftheU.S.AssociationofNationalAdvertisersbetweenSeptember2022toJanuary2023showedthatmade-for-advertising(MFA)sitesaccountedfor15percentoftheopeninternetprogrammaticadvertisingspendingand21percentoftheadimpressions.MFAsitescanbecharacterizedaspropertieswithcontentoflowquality,oftenautomaticallygenerated,andwithverylowuserexperience.Advertisersareoftenunawarethattheirad[...]

ReadmoreNote(s):Worldwide,UnitedStates;September2022toJanuary2023;among21membercompaniesoftheU.S.AssociationofNationalAdvertisersSource(s):ANALeadingsell-sideplatforms(SSPs)oniOSintheUnitedStatesandCanadain1stquarter2023,byopenprogrammaticshareofvoiceLeadingsell-sideplatformsoniOSintheU.S.&Canada202310%9%9%8%7%6%5%4%3%2%1%0%8%7%6%6%6%MagniteInMobiEPOMVerveGroupUnrulyGoogleAdExchange11/statistics/1451153/ssp-ios-usa-canadaInthefirstquarterof2023,Magnitewastheleadingsell-sideplatformoniOSintheUnitedStatesandCanada,withninepercentshareofopenprogrammaticshareofvoice.InMobirankedsecond,witheightpercent,followedbyEPOMwithsevenpercent.ReadmoreNote(s):Canada,UnitedStates;Q12023Source(s):PixalateLeadingsell-sideplatforms(SSPs)onAndroidintheUnitedStatesandCanadain1stquarter2023,byopenprogrammaticshareofvoiceLeadingsell-sideplatformsonAndroidintheU.S.&Canada202314%12%12%10%8%8%8%7%6%5%5%5%5%4%2%0%VerveGroupMagniteInMobiXandrMonetize

UnityTechnologiesPubmaticGoogleAdExchangeUnruly12/statistics/1451162/ssp-android-usa-canadaInthefirstquarterof2023,theVerveGroupwastheleadingsell-sideplatformonAndroidintheUnitedStatesandCanada,withtwelvepercentshareofopenprogrammaticshareofvoice.MagniteandInMobirankedsecond,bothwitheightpercent.ReadmoreNote(s):Canada,UnitedStates;Q12023Source(s):MGIResearch;PixalateCHAPTER

02Display&videoProgrammaticdigitaldisplayadvertisingspendingintheUnitedStatesfrom2018to2024(inbillionU.S.dollars)ProgrammaticdisplayadspendingintheU.S.2018-2024180160140168.02148.83127.34114.712010080604020082.3665.51201950.192018202020212022*2023*2024*14Description:In2022,advertisersintheUnitedStateswereprojectedtospendmorethan127billionU.S.dollarsonprogrammaticdigitaldisplayadvertising.By2024,expendituresareexpectedtoincreasetoover168billionU.S.dollars.

ReadmoreNote(s):UnitedStates;2018to2021;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceShareofprogrammaticindigitaldisplayadvertisingspendingintheUnitedStatesfrom2018to2024ShareofprogrammaticindisplayadspendintheU.S.2018-2024100%91.1%91.5%90.2%89.3%88.1%90%80%70%60%50%40%30%20%10%0%86.4%83.6%20182019202020212022*2023*2024*15Description:In2022,theshareofprogrammaticindigitaldisplayadvertisingspendingintheUnitedStateswasprojectedtostandat90.2percent.TheprogrammaticdigitaldisplayadmarketintheU.S.wasestimatedat127.3billionU.S.dollarsthatyear.

ReadmoreNote(s):2018to2021;*Forecast.ReadmoreSource(s):eMarketerDistributionofprogrammaticdigitaldisplayadvertisingspendingintheUnitedStatesfrom2013to2023,bydeviceProgrammaticadspendintheU.S.2013-2023,bydeviceMobileDesktop/laptopConnectedTV(CTV)120%100%80%60%40%20%0%5.6%7.5%9.7%16.5%12.9%20%16.5%14.4%60.7%75.9%202075.9%202174.4%201970.6%2023*39.3%201316Description:In2023,70.6percentofprogrammaticdigitaldisplayadvertisingspendingintheUnitedStateswasexpectedtobeinvestedinmobileads;desktopwasforecasttoaccountfor12.9percentandconnectedTV(CTV)for16.5percent.

ReadmoreNote(s):UnitedStates;2013,2019to2021;*Forecast.Figuresfortheyears2019to2021wereretrievedfromearlierpublications.

ReadmoreSource(s):eMarketer;InsiderIntelligenceWalledgardenprogrammaticdigitaldisplayadvertisingspendingintheUnitedStatesfrom2021to2025(inbillionU.S.dollars)WalledgardenprogrammaticdisplayadvertisingspendingintheU.S.2021-2025140120114.78102.3310080604020092.5587.681.17202120222023*2024*2025*17/statistics/1420982/walled-garden-programmatic-display-ad-spend-usaIn2022,walledgardenprogrammaticdigitaldisplayadvertisingspendingintheUnitedStatesstoodataround88billionU.S.dollars.Thisnumberisexpectedtoincreaseovertheyearsandisexpectedtoreachapproximately115billionby2025.

ReadmoreNote(s):UnitedStates;2021and2022;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceChangeinthenumberofprogrammaticdigitalvideoadviewsintheUnitedStatesfrom1sthalf2021to1sthalf2023ProgrammaticdigitalvideoadviewsgrowthintheU.S.2021-202290%84%80%80%70%60%50%40%30%20%10%0%26%21%H12021H22021H12022H1202318Description:Inthefirsthalfof2023,thenumberofprogrammaticdigitalvideoadviewsintheUnitedStatesincreasedby21percentonthevaluerecordedforthefirsthalfof2022.ProgrammaticdigitalvideoadvertisingspendingintheU.S.stoodat63billionU.S.dollarsin2022.ReadmoreNote(s):UnitedStates;H12021toH12023;representsactivityonFreewheel'splatform,broaderindustrymetricsmayvarySource(s):FreeWheelDistributionofprogrammaticdigitalvideoadviewsintheUnitedStatesin1sthalf2022and1sthalf2023,bydeviceProgrammaticdigitalvideoadviewsintheU.S.2022-2023,bydeviceH12022H1202390%80%70%60%50%40%30%20%10%0%85%75%11%9%8%6%4%2%CTVMobileSTBVODDesktop19Description:Inthefirsthalfof2023,85percentofdigitalvideoadviewsintheUnitedStateshappenedonconnectedTVs.Mobiledevicesrankedsecond,withninepercent.ProgrammaticdigitalvideoadvertisingspendingintheU.S.stoodat63billionU.S.dollarsin2022.ReadmoreNote(s):UnitedStates;H12022andH12023;representsactivityonFreewheel'splatform,broaderindustrymetricsmayvarySource(s):FreeWheelDistributionofpremiumdigitalvideoadviewsintheUnitedStatesin1sthalf2021,1sthalf2022,and1sthalf2023,bytransactiontypePremiumdigitalvideoadviewsintheU.S.2021-2023,bytransactiontypeH12021H12022H1202390%80%70%60%50%40%30%20%10%0%77%76%65%35%24%23%ProgrammaticDirect*20Description:Inthefirsthalfof2023,programmaticallyboughtadsaccountedfor35percentofpremiumvideoadviewsintheUnitedStates.U.S.2022programmaticdigitalvideoadvertisingspendingstoodat63billionU.S.dollars.

ReadmoreNote(s):UnitedStates;H12021toH12023;representsactivityonFreewheel'splatformbroaderindustrymetricsmayvarySource(s):FreeWheelCHAPTER

03ConnectedTVConnectedTV(CTV)advertisingspendingintheUnitedStatesfrom2019to2027(inbillionU.S.dollars)CTVadspendintheU.S.2019-202745403530252042.438.234.330.124.620.717.31510596.4020192020202120222023*2024*2025*2026*2027*22Description:In2023,connectedTV(CTV)advertisingspendingintheUnitedStateswasexpectedtoamountto24.6billionU.S.dollars.AdvertisingonCTVsisagrowingtrendcombiningtheeaseofonlineadvertisingandreachofTV.Tailored,skippableadscanbeservedtotargetaudienceswhiletheyarestreamingvideocontentontheirTVs.Atthecurrentpace,CTVadspendisexpectedtogrowto42.4billiondollarsby2027.

ReadmoreNote(s):UnitedStates;2019to2022;*Forecast.Figurespreceding2022takenfromearlierreports.

DigitaladvertisingthatappearsonconnectedTV(CTV)devices;includesdisplayadsthatappearonhomescreensandin-streamvideoadsthat[...]

ReadmoreSource(s):eMarketer;InsiderIntelligenceDistributionofconnectedTV(CTV)adviewsintheUnitedStatesfrom2ndhalf2020to1sthalf2023,bydeviceCTVadviewsintheU.S.2020-2022,bydeviceRokuFireTVSmartTVsChromecastGamingconsolesOthers120%100%80%60%40%20%0%6%8%7%7%8%10%6%7%20%3%3%19%3%6%13%6%6%8%12%12%21%29%26%16%19%49%43%43%44%40%H22020H12021H12022H22022H1202323Description:Inthefirsthalfof2023,44percentofadviewstriggeredfromconnectedTV(CTV)deviceswereviewedonRokuplayers;FireTVrankedsecond,accountingfor16percentoftheviews.

ReadmoreNote(s):UnitedStates;H22020toH12023;representsactivityonFreewheel'splatform,broaderindustrymetricsmayvarySource(s):FreeWheelDistributionofconnectedTV(CTV)advertisingspendingintheUnitedStatesfrom2020to2024,bycompanyCTVadspendshareintheU.S.2020-2024,bycompanyOther52.4%HuluYouTubeRokuPlutoTVTubiDisney+NetflixParamount+Peacock60%50%40%30%20%10%0%49.4%49.6%48.1%47%19.8%14.3%17.6%14.1%15.5%13.8%13.3%13.4%11.7%11.7%10.1%4.1%10.1%4.4%9.5%9.5%7.6%3.5%4.2%4.1%3.2%33.

1%%3.1%2.7%2.75%1.9%1.6%1.7%1.5%1%1.3%0.5%0%0%0%-10%202020212022*2023*2024*24Description:Huluwasprojectedtoaccountfor15.5percentoftheconnectedTV(CTV)advertisingspendingintheUnitedStatesin2022.YouTube'ssharewasprojectedtoamountto13.3percent,whileRoku'swasexpectedtoamountto10.1percent.AdvertisingonCTVsisagrowingtrendcombiningtheeaseofonlineadvertisingandthereachofTV.Tailored,skippableadscanbeservedtotargetaudienceswhiletheyarestreamingvideocontentontheirTVs.

ReadmoreNote(s):UnitedStates;2020and2021;*Forecast.DigitaladvertisingthatappearsonconnectedTV(CTV)devices;includesdisplayadsthatappearonhomescreensandin-streamvideoadsthatappearonCTVsfromplatformslikeHulu,Rokuand[...]

ReadmoreSource(s):eMarketer;TinuitiSourcesforconnectedTV(CTV)andover-the-top(OTT)mediabudgetsaccordingtomarketersintheUnitedStatesin2023ShiftofmediabudgetstoOTT/CTVintheU.S.2023,bymediumShareofrespondents0%5%10%15%20%25%30%35%40%ReallocationfromdigitalTVReallocationfromothertypesofdigital/mobilevideoReallocationfromaudience-basedlinear37%36%32%Reallocationfromsocialmediaplatforms31%ReallocationfromothertypesoftraditionaladsOverallexpansionofadvertisingbudgets31%31%Reallocationfromothernon-videodigitalads30%25Description:AccordingtoasurveycarriedoutamongvideomarketersintheUnitedStatesbetweenFebruaryandMarch2023,37percentofrespondentswhosaidtheywereincreasingtheirconnectedTV(CTV)adspendfor2023saidtheyweredoingsobyreallocatingbudgetsfromdigitalTV.Thiswasfollowedby36percentofrespondentsstatingtheywerereallocatingbudgetsfromothertypesofdigitalandmobilevideo.ReadmoreNote(s):UnitedStates;February21toMarch10,2023;144respondents;amongmarketersincreasingCTVadspendingin2023Source(s):AdvertiserPerceptions;IAB(U.S.);StandardMediaIndexLeadingreasonsforshiftingmediabudgetsfromlinearTVtoover-the-top(OTT)and/orconnectedTV(CTV)intheUnitedStatesin2023ReasonsforshiftingadspendtoCTV/OTTintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%47%AudiencetargetingcapabilitiesAbilitytoreachaudiencesnolongeronlinearTVDeliversreach/scaleoverall41%38%Deliversincrementalreach35%35%AbilitytoproveROI/ROASMeasurementcapabilities32%OfferscreativeformatsnotavailableonlinearTVPersonalizationcapabilities28%28%26Description:AccordingtoasurveycarriedoutamongvideomarketersintheUnitedStatesbetweenFebruaryandMarch2023,47percentofrespondentswhoplannedtoincreasetheirconnectedTV(CTV)adspendin2023saidtheywoulddosobecauseofaudiencetargetingcapabilities.ReadmoreNote(s):UnitedStates;February21toMarch10,2023;144respondents;amongmarketersincreasingCTVadspendingin2023Source(s):AdvertiserPerceptions;IAB(U.S.);StandardMediaIndexShareofinternet-connectedhouseholdsreachableviaconnectedTV(CTV)programmaticadvertisingintheUnitedStatesin1stquarter2022and2ndhalf2022ConnectedTVprogrammaticadvertisinghouseholdreachintheU.S.2022120%98%100%80%60%40%20%0%92%Q12022H2202227Description:Inthesecondhalfof2022,98percentofinternet-connectedU.S.householdswerereachableviaconnectedTVprogrammaticadvertising.Thespendingonthistypeofadvertisingwasforecasttostandat8.88billionU.S.dollarsintheUnitedStatesthatyear.ReadmoreNote(s):UnitedStates;Q12022andh22022Source(s):AdvancedTelevision;PixalateLeadingconnectedTV(CTV)advertisingchallengesaccordingtomarketersintheUnitedStatesasofAugust2023LeadingCTVadvertisingchallengesintheU.S.202345%40%40%40%35%30%25%20%15%10%5%33%31%31%26%0%BrandsafetyReachingrelevantaudiencesCostInconsistentmeasurementAdfraudInventoryfragmentation28Description:Duringa2023surveycarriedoutamongU.S.brandandagencymarketers,brandsafetyandreachingrelevantaudienceswerenamedasleadingchallengesinconnectedTV(CTV)advertising.Theywerebothnamedby40percentofrespondents.Costrankedsecond,mentionedbyathirdoftheinterviewedprofessionals.ReadmoreNote(s):NorthAmerica,UnitedStates;asofAugust2023;>100;amongbrandsandagenciesSource(s):Digiday;MNTNLeadingobstaclespreventingspendingonconnectedTV(CTV)advertisingintheUnitedStatesasofMarch2023TopobstaclespreventingCTVadspendingintheU.S.202340%36%35%31%30%26%26%25%20%15%10%5%23%21%0%MacroeconomicheadwindsTooexpensive,i.e.CPMsarehighLackofbudgetInabilitytoproveROI/ROASLackofqualityinventory/premiumcontentLackofscale29Description:AccordingtoasurveycarriedoutamongvideomarketersintheUnitedStatesbetweenFebruaryandMarch2023,36percentofrespondentswhosaidtheywouldnotbeincreasingtheirconnectedTV(CTV)adspendingsaidtheywouldnotdosobecauseofmacroeconomicheadwinds.Thiswasfollowedby31percentofrespondentssayingthatCTVadspendingwastooexpensive.ReadmoreNote(s):UnitedStates;February21toMach10,2023;216respondents;amongmarketersnotincreasingCTVadspendingin2023Source(s):AdvertiserPerceptions;IAB(U.S.);StandardMediaIndexCHAPTER

04Digitalout-of-homePercentageofmarketerswhohaveincludedorintendedtoincludeprogrammaticdigitalout-of-home(prDOOH)advertisingintheirmediaplansintheUnitedStatesasofSeptember2023ShareofU.S.marketersincludingorintendingtoaddprDOOHtomediaplans202339%35%31%30%25%20%15%10%5%0%IncludedprDOOHinmediaplansinthepast18monthsLikelytoincludeprDOOHinmediaplansinthenext18months31Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,approximately31percentreportedincludingprogrammaticdigitalout-of-home(prDOOH)advertisingintheirmediaplansduringthe18monthsprecedingthesurvey.Around39percentsaidtheywerelikelytoincludeitwithinthefollowing18months.ReadmoreNote(s):UnitedStates;asofSeptember8,2023;200respondentsSource(s):MTM;VIOOHLeadingmethodsforpurchasingdigitalout-of-home(DOOH)campaignsaccordingtomarketersintheUnitedStatesasofSeptember2023TopmethodsforpurchasingDOOHcampaignsaccordingtomarketersintheU.S.202350%45%40%35%30%25%20%15%10%5%43%32%28%0%CampaignsthroughdirectbuysonlyCampaignswithamixofdirectandprogrammaticbuysCampaignsthroughprogrammaticbuysonly32Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,approximately43percentreportedpurchasingdigitalout-of-home(DOOH)campaignsthroughdirectbuysonly.Around28percentofrespondentssaidtheyexclusivelyusedprogrammaticbuys.Forcomparison,onaverage,30percentofglobalmarketersboughtDOOHprogrammaticallyonly,accordingtothesamesurvey.

ReadmoreNote(s):UnitedStates;asofSeptember8,2023;187respondentsSource(s):MTM;VIOOHDistributionofprogrammaticout-of-home(OOH)spendingintheUnitedStatesin2ndhalf2023,bytransactiontypeShareofprogrammaticOOHspendingintheU.S.H22023,bytransactioncategory60%55%50%40%30%20%10%0%36%7%2%CustomPMPsAlways-onPMPsOpenauctionProgrammaticguaranteed33Description:Inthesecondhalfof2023,morethanhalf(or55percent)ofprogrammaticout-of-home(OOH)advertisingtransactionsintheUnitedStatesoccurredthroughcustomprivatemarketplacedeals(PMPs).Littlemorethanone-third(36percent)tookplaceviaalways-onPMPs.Differentlyfromcustomizedsales,always-onorevergreenonescanbeusedforanyprogrammaticcampaigns.BillboardsweretheleadingformatbyshareofprogrammaticOOHexpenditureintheU.S.

ReadmoreNote(s):UnitedStates;H22023Source(s):PlaceExchangeDistributionofprogrammaticout-of-home(OOH)spendingintheUnitedStatesin2ndhalf2023,byadvertisercategoryDistributionofprogrammaticOOHspendingintheU.S.H22023,byadvertisercategoryShare0%2%4%6%8%10%12%14%Food/drinkPersonalfinanceHealth/fitnessHome/gardenTech/computingBusiness14%14%14%8%7%7%7%ShoppingAutomotive5%Style/fashionArts/entertainmentTravel4%4%3%Law/government/politicsOther2%11%34Description:Inthesecondhalfof2023,threeadvertisercategoriestiedasthehighest-spendingonesonprogrammaticout-of-home(OOH)intheUnitedStates.Food/drink,personalfinance,andhealth/fitnesseachaccountedfor14percentofthetotal.

ReadmoreNote(s):UnitedStates;H22023Source(s):PlaceExchangeDistributionofprogrammaticout-of-home(OOH)spendingintheUnitedStatesin2ndhalf2023,byassetcategoryDistributionofprogrammaticOOHspendingintheU.S.H22023,byassetcategory40%35%30%25%20%15%10%5%38%27%15%12%3%3%2%0%BillboardScreen/TVDisplaypanelKioskPointofsaleShelterOther35Description:Inthesecondhalfof2023,billboardsconcentrated38percentoftheprogrammaticout-of-home(OOH)spendingintheUnitedStates.TheoutdoorscreenorTVformatfollowedwith27percent.Atthatsametime,foodandbeveragewasamongtheleadingprogrammaticoutdooradvertisercategoriesintheU.S.ReadmoreNote(s):UnitedStates;H22023Source(s):PlaceExchangeLeadingsourcesforaplannedincreaseinprogrammaticdigitalout-of-home(prDOOH)advertisingspendingaccordingtomarketersintheUnitedStatesasofSeptember2023Topsourcesformarketers'plannedincreaseinprDOOHadspendingintheU.S.202370%61%60%50%39%40%30%20%10%0%33%24%15%DOOHTraditionalOOHOtherdigitalchannelsOthertraditionalchannels

NewbudgetisbeingaddedforprDOOH36Description:Duringastudyamongmarketerswhointendedtoincreasetheirspendingondigitalout-of-home(prDOOH)advertisingintheUnitedStatespublishedinSeptember2023,around61percentsaidtherisewouldcomefromrelocatingthedigitalout-of-home(DOOH)budget.Nearly40percentreportedmovingthebudgetfromtraditionalout-of-home(OOH)ads.ReadmoreNote(s):UnitedStates;asofSeptember8,2023;190respondentsSource(s):MTM;VIOOHAttributesofout-of-home(OOH),digitalout-of-home(DOOH),andprogrammaticdigitalout-of-home(prDOOH)advertisingaccordingtomarketersintheUnitedStatesasofSeptember2023AttributesofOOH,DOOH,andprDOOHadsaccordingtomarketersintheU.S.2023prDOOHDOOHTraditionalOOH80%70%60%50%40%30%20%10%0%67%64%61%60%59%55%54%49%48%TargetingtherightpeopleattherighttimeIncreasingbrandawarenessEnsuringhighqualityviewability37Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,targetingtherightpeopleattherighttimestoodasthemostrecognizedattributeofprogrammaticdigitalout-of-home(prDOOH)advertising,beinglistedbyroughlytwo-thirds(or67percent)ofrespondents.Withintraditionalout-of-homeadvertising,increasingbrandawarenessdominatedtheranking,with54percent.ReadmoreNote(s):UnitedStates;asofSeptember8,2023;200respondentsSource(s):MTM;VIOOHDistributionofprogrammaticdigitalout-of-home(prDOOH)advertisingcampaignsaccordingtomarketersintheUnitedStatesasofSeptember2023,bytargetmarketDistributionofprDOOHcampaignsintheU.S.2023,bytargetmarket57%50%43%40%30%20%10%0%Single-countrycampaignsMulti-countrycampaigns38Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,multi-countrycampaignscomprisedapproximately43percentofprogrammaticdigitalout-of-home(prDOOH)campaigns.Theremaining57percentweresingle-countrycampaigns-thesamesharerecordedamongprDOOHcampaignsworldwide.ReadmoreNote(s):UnitedStates;asofSeptember8,2023;51respondentsSource(s):MTM;VIOOHLeadingwaystomeasureprogrammaticdigitalout-of-home(prDOOH)advertisingattributionaccordingtomarketersintheUnitedStatesasofSeptember2023TopwaystomeasureprDOOHads'attributionaccordingtomarketersintheU.S.202380%68%70%60%50%40%30%20%10%0%43%42%35%29%27%SalesincreaseIncreaseinperformance

Impactonwebsitetraffic

In-flightoptimizationwhenplannedwithotherdigitalchannelsAudiencesurveysonbrandawareness/purchaseconsiderationFootfall39Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,68percentofrespondentslistedsalesincreaseastheirleadingmethodofmeasuringprogrammaticdigitalout-of-home(prDOOH)advertisingattribution.Increaseinperformancewhenplannedwithotherdigitalchannelsrankedsecond,witha43percentshare.ReadmoreNote(s):UnitedStates;asofSeptember8,2023;200respondentsSource(s):MTM;VIOOHLeadingelementsthatwouldhelpmarketers