Programmatic DOOH in China: 40% of Advertisers Plan DCO Integration by 2025
Programmatic digital out-of-home (pDOOH) advertising is gaining traction in China, with over 40% of advertisers planning to integrate Dynamic Creative Optimisation (DCO) in future campaigns. This shift is driven by the increasing adoption of pDOOH, which is expected to rank fourth among major media channels by 2025.
The growth of pDOOH in China is evident, with the percentage of Chinese advertisers using it rising from 24% to 30% in just one year, and projections indicating it will reach 32% within the next 12 months. This transition is transforming pDOOH from a niche innovation to a mainstream media channel in China's omni-channel advertising strategies.
Marketing professionals in China are drawn to pDOOH for its return on investment (52%), sales and performance uplift (48%), real-time flexibility (48%), capability for last-minute media buys (45%), and brand safety (39%). DCO presents an opportunity to scale personalised messaging across high impact offline formats, enabling brands to engage audiences with precision and timeliness. Currently, 64% of advertisers purchase pDOOH inventory through digital or programmatic teams, indicating its integration into advertisers' digital marketing toolkits.
However, challenges remain. The lack of widely recognised benchmark cases, absence of a unified attribution framework, and gaps in data connectivity between platforms and media owners are hurdles to overcome. pDOOH is most commonly deployed alongside social media ads, digital audio, mobile advertising, and connected TV (CTV), indicating its role in diversifying media mix.
The future of pDOOH in China looks promising, with advertisers recognising its advantages and integrating it into their strategies. As challenges are addressed and adoption continues to grow, pDOOH is expected to become a significant player in China's media landscape by 2025.
