VIOOH 's new annual report on the state of programmatic DOOH reveals growing adoption in France, with 26% of ad campaigns using the technology over the past 18 months, a figure expected to rise to 36% within a year and half. This evolution is largely due to new consumer behaviors and the flexibility that programmatic DOOH offers, reinforced by the pandemic. France, in line with the world average, saw its investments in this sector increase by 29%, which positions it among the market leaders.
Marketers favor programmatic DOOH for its dual ability to achieve performance objectives (89%) and strengthen brand image (84%). One of the main advantages of this technology lies in dynamic creative optimization, used by 95% of advertisers to personalize advertising messages in real time. This creative dynamism, coupled with technological innovations, makes programmatic DOOH an essential advertising solution, with increasing adoption of attention measurement indicators, such as eye-tracking and dwell time data.
At the same time, budgets allocated to programmatic DOOH continue to grow, with 36% of French advertisers redirecting funds from other digital channels. Sustainability is also becoming a major priority, with 65% of French marketers considering this factor as essential in their future advertising investment strategies. This focus on sustainability reflects a global trend, also seen in markets like the UK and Australia, highlighting the importance of programmatic DOOH in the evolution of responsible advertising.
Source: The Media Leader
