2023下半年户外广告程序化购买趋势(英)-19页

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H22023PlaceExchangeProgrammaticOOHTrendsReportJanuary2024OverviewThePlaceExchangeProgrammaticOOHTrendsreportprovidesasnapshotofselectUSprogrammaticOOHspendingpatternswithinthePlaceExchangeplatform,analyzingdeliveryacrossbillionsofprogrammaticOOHimpressions.TheseresultscomparedatafromH22023withdatafromH12023.2TableofContents1SelectTakeaways2AdvertiserCategoryTrends3AssetCategory&PricingTrends4CreativeFormatandTransactionTypeTrends31SelectTakeawaysSelectTakeaways•FromH12023toH22023,thetop3programmaticOOHadvertisingcategoriesremainedthesame(Food/Drink,PersonalFinance,andHealth/Fitness)andaccountedforalmosthalfofspend.Inbothtimeperiods,theotherhalfofspendwasbalancedacrossabroadmixofcategories,withsomenotablegainsanddeclinesindifferentcategories.•Thefastest-growingcategorieswereHome/Garden,Business,Automotive,Shopping,Tech/Computing,andHealth/Fitness.•Billboardsremainedthesinglelargestassetcategorybyspend,at38%.Place-basedformatscontinuedtogrow,withOOHTVscreensaccountingfor27%ofspend,followedbyDisplayPanelsat15%,andKiosksat12%.•Outdoorremainedthelargestvenuecategory,with55%ofspend,followedbyRetailat15%,Transitat10%,andEntertainmentat8%.Overall,thenumberofprogrammaticOOHscreensincreasedby32%,drivenmainlybydeploymentsatentertainment,retail,transit,andresidentiallocations.•TheaverageCPMforprogrammaticOOHinventor...

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