Programmatic DOOH Adoption Rate Expected to Increase in the UK to 36% in the Next 18 Months

Today, (September 17th, 2024) VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, released its annual research into the programmatic DOOH (prDOOH) market. 

The findings show that the UK is a well-established prDOOH market, with programmatic accounting for almost a third (29%) of campaigns in the past 18 months. 

This is the highest growth rate globally, tied with the US and France, and surpasses the global average of 27%. In the UK, adoption is set to increase to 36% in the next 18 months. The UK has a high proportion of advertisers (29%) who have previously used prDOOH and are starting to embrace programmatic as their standard buying approach for DOOH, confirming its status as an established market for prDOOH.

Investment in prDOOH in the UK is set to grow by a third (29%) in spending over the next 18 months.

“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. 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,” Jean-Christophe Conti, chief executive officer at VIOOH.

See the full report here: viooh.com/sotn