Advertisers, agencies buying into digital, programmatic out-of-home Fresh reports from the IAB, OMA and a recent brand campaign across digital out-of-home show growing interest in the new category thanks to its transparency and creative capabilities Almost one-quarter of Australian agencies traded digital out-of-home (DOOH) inventory during 2020, a third are getting into programmatic digital out-of-home and greater creative experimentation is on its way in FY22 and beyond, the IAB reports. The latest figures come as the Outdoor Media Association also reports a triple-digit increase in net media revenue across the category to $203.3 million for Q2, 2021, with DOOH picking up the lion’s share.