pDOOH Set to Dominate China's Media Landscape by 2025
Programmatic digital out-of-home (pDOOH) advertising is poised to become a significant player in China's media landscape. By 2025, it is projected to rank fourth among the country's major media channels.
Chinese marketing professionals have pinpointed several key benefits of pDOOH, including a strong return on investment, increased sales, real-time flexibility, last-minute media buys, and robust brand safety measures. The adoption of pDOOH campaigns by Chinese advertisers has surged, from 24% to 30% in just one year, with forecasts indicating a further rise to 32% within the next 12 months.
pDOOH presents advertisers with the opportunity to extend their reach, drive performance, and diversify their media mix. This is set to be bolstered by the use of artificial intelligence and dynamic creative optimisation (DCO). DCO enables real-time, contextually relevant messaging across high-impact offline formats. pDOOH is frequently deployed alongside social media ads, digital audio, mobile advertising, and connected TV (CTV). However, hurdles remain, such as the lack of widely recognised benchmark cases, the absence of a unified attribution framework, and gaps in data connectivity between platforms and media owners.
pDOOH has become a 'standard configuration' in advertisers' digital marketing toolkits, with 64% of advertisers procuring pDOOH inventory through digital or programmatic teams. Over 40% of advertisers who utilised pDOOH in the past year intend to integrate Dynamic Creative Optimisation (DCO) in future campaigns, signifying a growing acceptance and integration of pDOOH in China's omni-channel advertising strategies.
