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1、程序化数字户外的异军突起The arrival of prDOOH era先从行业数据看看有什么启示？What are the figures telling us?全球数字广告花费达4426亿美金，户外广告占其中5.6%Global digital ad market at$442B,OOH takes 5.6%Global media ad spend in 2024 is expected to reach$752.8bn*.Digital currently commands almost 59%/$442.6bn of this(and in excess of 70%in matu

2、re countries).In 2026,this digital ad spend is expected to be worth almost$500bn.Source:Dentsu Global Ad Spend Forecasts,Dec 2023程序化成为数字户外媒介花费的加速器Programmatic becomes the catalyst for DOOH ad spendSource:Insider Intelligence,December 2023中国大陆市场 媒介投资现状呈现可观的户外投放份额State of media spend in Mainland China

3、 showing promising share for OOH日益增长的程序化数字户外需求：Current and Future Adoption of prDOOH:%程序化数字户外广告在全球范围内的需求持续增长，预计未来 18 个月内其在媒体计划中的纳入率将从27%上升至35%。程序化数字户外的媒介投入持续增加Future Investment in prDOOH:%媒体专业人士预计，在未来18个月内，prDOOH的投放预算将平均增加 28%。为什么数字户外/程序化户外这么炙手可热？Why are DOOH/prDOOH so popular?通勤出行的回归People going ba

4、ck to their Commuting&Traveling Routine数字化户外屏幕的日渐普及The increased digitization of the OOH screensDOOH Media Owners are investing in more and more digital screens,for better inventory management and yield.享受同样的优质、强势和安全的广告触达效应Enjoying the same Premium,Impactful and Brand Safe ReachCookie与移动设备号的日渐消失Cook

5、ie deprecation&disappearance of mobile device IDsIt has become increasingly difficult for the DSPs to track and identify the right audiences across the web,due to the demise of 3rd party audience cookies and device IDs.Display as a channel is worth$442bn.McKinsey estimates up to$10bn could be wiped

6、from Chrome cookie-supported global ad spend in the US only.In prDOOH,the Media Owners are better positioned than the online publishers were,as DOOH has never been reliant on cookies to build audiences.This creates a new opportunity for MOs that invest in data to offer a This creates a new opportuni