The adoption of pDOOH is global: Laetitia Lim, Quividi

Programmatic Digital Out-of-Home (pDOOH) and retail media are the two factors driving the growth of digital OOH (DOOH), said Laetitia Lim, CEO, Quividi, an AI & Computer vision-based platform providing real-time audience measurement and shopper engagement for DOOH.

In her global keynote address on ‘Beating Expectations with Audience and Engagement Measurement Solutions’ on the second day of the e4m NEONS OOH Conference, Lim said, pDOOH ad spending is valued at $660 million currently is likely to grow over 30-35% year on year.

“We see two major growth drivers right now. The first one is pDOOH. As per the US market, today, Programmatic Digital Out-of-Home (pDOOH) Ad Spending is valued at $660 million. It is going to continue to grow over 30-35 % year on year to reach more than $1 billion within less than two years. It has grown from $205 million in 2021 to $660 in 2023,” she said.

She mentioned that what’s happening in the US, is happening everywhere else.

Giving the example of the United Kingdom, Lim said that pDOOH will grow 60 % this year and reach $120 million, accounting for more than 10 % of UK’s digital OOH revenue this year.

“The adoption of pDOOH is global,” she said, adding that pDOOH can grow faster with better data and better targeting capabilities.

Talking about retail media, she said its ad spend will more than double by 2027.  

“As per figures from online retail media spends in the US, $ 45 million is being spent already and is likely to grow to $100 million by 2027,” she said.

Explaining about her company’s role in DOOH, Lim said, “We use video sensors and AI to collect a real-time view on how people engage with campaigns and displays across age, gender etc with face detection capabilities.”

She also said that pDOOH and retail media are the two driving forces pushing for high fidelity data, which is a first party data that is unique.

“High fidelity data is first party data and you are not dependent on third parties. Another element of this is being closer to ground truth. We need to count humans, not devices. It is real time data,” she said.

She further said that pDOOH and In-Store retail media are growth drivers enabling media owners to tap into incremental omnichannel ad spend.

“High fidelity data is required to capture the full growth potential. The best-in-class DOOH networks already use high-fidelity data to unlock incremental ad budgets. By enabling a variety of monetisation models,” she said.