UK Programmatic DOOH Spend to Rise 41% as It Becomes Core to Omnichannel Planning

Why It Matters

The rapid shift positions pDOOH as a core component of omnichannel planning, forcing advertisers to rethink budget allocation and measurement frameworks across digital media.

Key Takeaways

• 34% of UK campaigns used pDOOH last 18 months
• Forecasted spend rise 41% within 18 months
• Marketers plan to shift budget from other digital channels
• Two‑thirds will boost dynamic creative optimisation
• Over half consider curated marketplaces for inventory

Pulse Analysis

Programmatic digital out‑of‑home has moved from a niche offering to a mainstream media pillar in the UK, as VIOOH’s latest research confirms. With 34% of campaigns already leveraging pDOOH and a projected jump to 47% in the next year and a half, advertisers are treating the format on par with display, video and social. The 41% spend growth forecast signals strong confidence, especially as marketers earmark funds previously assigned to other digital channels, indicating a strategic rebalancing toward more measurable, location‑based impressions.

The next wave of expansion hinges on data‑driven activation and creative agility. Nearly three‑quarters of respondents plan to deepen data integration, while two‑thirds intend to adopt dynamic creative optimisation (DCO) to tailor messages in real time. These capabilities promise higher relevance and better ROI, aligning pDOOH with performance‑centric KPIs traditionally reserved for programmatic display. Curated marketplaces are also gaining traction, offering a single‑deal structure that simplifies inventory access, improves supply‑path transparency, and reduces friction for agencies navigating a fragmented ecosystem.

For brands, the implications are clear: pDOOH is becoming a non‑negotiable element of omnichannel strategies, demanding investment in measurement tools, talent, and technology. As budgets migrate, advertisers must develop robust attribution models that capture offline impact and integrate with existing digital analytics. Companies that embrace data, DCO, and curated buying will likely secure premium inventory and drive stronger sales outcomes, cementing pDOOH’s role as a must‑have channel in the evolving media mix.