UK advertisers to increase programmatic DOOH spend

PrDOOH's popularity soars in UK: 31% growth expected

VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, has unveiled its latest research findings on the programmatic DOOH market. The report underscores the promising future of programmatic DOOH (prDOOH), with its popularity soaring, especially in the UK.

UK advertisers have increasingly integrated prDOOH into their media plans over the past 12-18 months, and this trend is expected to continue its upward trajectory, with a 31% growth forecasted in the next 18 months. Advertisers are recognizing the distinct advantages of prDOOH, such as hyper-targeting, heightened brand awareness, and robust ROI generation. This innovative approach to advertising is gaining traction across various sectors, including retail, FMCG, and healthcare, thanks to its ability to leverage location, audience targeting, and dynamic creative.

Furthermore, the research reveals that prDOOH is perceived as one of the most innovative opportunities in the advertising landscape, allowing advertisers to execute highly targeted activations, purchase placements in real-time, optimize campaigns on the fly, and deliver dynamic and contextually relevant creative. As the adoption of prDOOH continues to rise, UK advertisers are focusing on integrating it more closely into multi-channel campaigns, recognizing its importance for both brand-led and performance-based initiatives.

Programmatic DOOH is becoming mainstream and is now a must-have on every media plan. This year’s State of the Nation report shows not only that advertising budgets continue to be reallocated for increased prDOOH spend year-on-year, but the opportunities from highly targeted activations to trigger-based buying are giving advertisers a raft of flexible high-value tools which complement both brand and performance ad campaigns. With programmatic DOOH becoming more mature, media professionals are also increasingly integrating prDOOH into multi-channel strategies, often using it alongside social media and display advertising.

Jean-Christophe Conti, Chief Executive Officer at VIOOH

Featured image: Programmatic DOOH 2023, UK / VIOOH