VIOOH, the global digital out-of-home supply side platform, has published its annual research into the programmatic DOOH (prDOOH) market. In its State of the Nation 2024 report, VIOOH reveals that UK campaigns — tied with the US and France — had the highest global growth rate in the past 18 months (29% compared to the average of 27%). This percentage is projected to reach 36% in the next 18 months and investment in prDOOH is also expected to increase by 29% over the same period.
According to the report, there has been a rise in programmatic-only DOOH campaigns (47%) over the past 12 months, indicating a preference for ‘an automated and data-driven approach’ to DOOH. 90% of UK respondents surveyed shared that prDOOH offers the most innovative advertising opportunities out of all media channels and 61% of UK marketers value its ability to deliver ‘high-quality viewability’.
prDOOH’s sustainability credentials are another reason why UK marketers value this channel, with 59% of UK advertisers ranking sustainability among their top five considerations when planning and buying media. VIOOH’s report further uncovered the top three metrics marketers use to assess prDOOH campaign success; these are sales uplift (53%), website traffic impact (44%), and performance when paired with other digital channels (42%).
‘In the UK, awareness of the advantages of prDOOH is widespread, and recognition of its future potential continues to grow. This is driven by a strong emphasis on audience-centric strategies, performance-based metrics, budget shifts and a growing role of DSPs in planning and buying prDOOH,’ Jean-Christophe Conti, Chief Executive Officer at VIOOH, said in a press release. ‘As the advertising landscape evolves and advertisers are increasingly aligning their campaigns across channels, we expect prDOOH’s ability to deliver targeted, measurable and eco-friendly campaigns to solidify its position as a key player in the UK’s media landscape.’
Featured image: VIOOH
