Place Exchange just released a report on programmatic trends for the first half of 2023.  Here are the highlights.  H2 2022 means the last half of 2022 and H1 2023 means the first half of 2023.

• From H2 2022 to H1 2023, the top 3 programmatic OOH advertising categories remained the same (Food/Drink, Personal Finance, and Health/Fitness) and accounted for almost half of spend. In both time periods, the other half of spend was balanced across a broad mix of categories.  The fastest-growing categories were Arts/Entertainment,, Law/Gov’t/Politics, Travel, Food/Drink, and Style/Fashion.
• Billboards remained the single largest asset category by spend. With the number of programmatic OOH screens increasing by 37%, other formats (notably place-based screens/TVs, display panels, and kiosks) continued to represent a significant portion of total programmatic OOH spend.  The average CPM for programmatic OOH inventory was $7.17 in both H2 2022 and H1 2023.
• Video continued to represent a material portion of spending, comprising one third of programmatic OOH spend on video-enabled screens
• Programmatic OOH buyers continue to transact predominantly via Private Marketplace deals, which offer high levels of campaign flexibility, price transparency and media quality.
• While programmatic OOH supports a wide variety of creative formats, the majority of spending remained concentrated in a few formats:
  • 70% of programmatic Video OOH ads are 15 seconds in length, though other (shorter and longer) video durations are gaining in share.
  • 80% of programmatic OOH video spend is attributed to the top 4 sizes (WxH): 640×360, 1920×1080, 1080×1920, 360×640.
  • The majority of programmatic OOH video spend is on horizontal video formats, but vertical video formats are expected to grow in share.
  • 80% of programmatic OOH display spend on static display creatives is attributed to the top 3 ad sizes (WxH): 1400×400, 1080×1920, 1920×1080.

You can download your copy of the report at this link: https://www.placeexchange.com/marketing?doc=MTY2MA==