IAB and OMA partner to host Powering DOOH conference in 2023

IAB Australia and the Outdoor Media Association (OMA) have announced they are collaborating to curate Powering DOOH 2023.

The one-day conference, which will be held on 30 March 2023, will present technical and practical content as well as high-level and strategic planning sessions around Programmatic OOH in Australia.

Gai Le Roy, IAB Australia's CEO, said: "Our Attitudes to DOOH research released this year found that 83 per cent of agencies have used Programmatic and 48 per cent are considering it. Yet there continues to be large gaps in the market in terms of education and best practice for planning effective campaigns.

"We are excited to partner with the OMA and its members to curate the most relevant and essential content to fill this gap and demonstrate the massive potential of programmatic OOH."

Charmaine Moldrich, CEO OMA, said: "With our updated MOVE 1.5 which launched this year offering digital measurement, we have made it easier to plan and buy effective DOOH campaigns. We are also building an industry standard Impression Multiplier for Programmatic DOOH, as well as introducing standards that all our members will adhere to.

"For us, the natural next step is to bring this all to light and educate our members and the market on the efficacy and efficiency Programmatic DOOH brings. Given IAB’s leadership and expertise in the digital space it makes working with them to deliver Powering DOOH 2023 an obvious choice."

Programmatic buying of OOH enhances any campaigns reach, contextually targeting audiences actively engaged in the real world. Programmatic DOOH delivers highly visible campaigns at scale, reaching audiences in a receptive mindset.

The OMA reports that Out of Home (OOH) revenue has rebounded in Q3 2022 to near pre-pandemic levels. Digital OOH revenue now accounts for 62.5% of total revenue, having grown rapidly over the last five years from just 47.3% in 2017.