The latest annual survey from industry player VIOOH has claimed that the adoption rate of programmatic digital out-of-home advertising in the UK is expected to rise to 36% in the next 18 months.
VIOOH, second on our MarTech 50 ranking this year, is a global DOOH supply-side platform.
Its survey 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. The UK growth is expected to be fuelled by new budget allocation according to a quarter of respondents (24%), a 9 percentage points year-over-year increase.
Programmatic-only buys have seen a substantial YoY increase, accounting for 47% of DOOH campaigns in the past 12 months (+18 ppt YoY).
The findings also show that 61% of UK marketers particularly favour prDOOH for its efficiency and sustainability credentials.
“In the UK, awareness of the advantages of prDOOH is widespread, and recognition of its future potential continues to grow,” said Jean-Christophe Conti, CEO at VIOOH.
“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.”
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