VIOOH, a global digital out of home (DOOH) supply-side platform, has published its annual research on the programmatic side of the market. The study reveals the strong future of programmatic DOOH, experiencing a surge in popularity, especially in the UK.
According to the findings, almost a third (31%) of campaigns UK advertisers worked on in the past 12-18 months included prDOOH (programmatic DOOH). This figure is expected to rise to 39% in the next 18 months. Furthermore, survey respondents in the UK indicate plans to increase their spending on prDOOH by almost a third (31%) in the same period. Advertisers are reallocating their budgets, with 33% moving funds from other digital channels, 24% from other traditional channels, and 15% creating new budgets to promote prDOOH growth.
The research conducted by VIOOH, featured on our MarTech 50 ranking this year, also highlights that as the number of advertisers in the UK adopting prDOOH increases, so does their awareness of the advantages it offers. These benefits include hyper-targeting (64%), increased brand awareness (64%), high quality viewability (59%), and generating ROI (57%).
prDOOH has gained particular traction among advertisers in the retail, FMCG, and healthcare sectors, who recognize the value of leveraging location (68%), audience targeting (67%), and dynamic creative (62%) in their campaigns. In terms of purchasing behavior, 38% of UK advertisers usually or always combine direct and programmatic buys for their DOOH campaigns, while 30% rely exclusively on programmatic buys.
VIOOH CEO Jean-Christophe Conti comments, “Programmatic DOOH has become mainstream and is now a must-have on every media plan.” He adds, “This year’s State of the Nation report shows that advertising budgets continue to be reallocated towards increased prDOOH spending, with highly targeted activations and trigger-based buying providing advertisers with a range of flexible and valuable tools that complement both brand and performance ad campaigns. As programmatic DOOH matures, media professionals are also increasingly integrating prDOOH into multi-channel strategies, often in conjunction with social media and display advertising.”
