VIOOH, a global digital out of home (DOOH) supply-side platform, has released its annual research into the programmatic DOOH (pDOOH) market.

The UK findings show that pDOOH is firmly established as a mainstream channel within the UK’s digital media landscape, with 34% of campaigns featuring pDOOH in the past 18 months, up from 31% in 2024 and in line with the global average.

Looking ahead, UK marketers expect this to rise to 47% of campaigns in the next 18 months, as the channel continues to win share of both budgets and planning attention.

UK marketers are forecasting an average 41% increase in pDOOH spending over the next 18 months, notably higher than the 32% growth projected in 2024, pointing to accelerating momentum as advertiser confidence matures.

The budget funding this growth is increasingly coming from within the wider digital ecosystem. Among those planning to increase pDOOH invest41ment, 96% expect to reallocate budget from other digital channels (including DOOH), up sharply from 82% in 2024.

Movement from traditional channels is also a factor but less pronounced, with 65% expecting to shift spend from these, including from traditional OOH. New budget plays a smaller role overall (22%) but is more common where dedicated pDOOH expertise is in place.

Among those buying via a dedicated pDOOH team, 39% expect growth to be supported by entirely new budget, underlining the link between channel familiarity and incremental investment.