Programmatic DOOH on the Rise: Insights from VIOOH’s Latest Report

We are excited to share the latest findings from VIOOH’s annual research into the programmatic Digital Out of Home (DOOH) market. The future of programmatic DOOH (prDOOH) is undoubtedly on the rise, and the insights from this report shed light on its growing popularity, particularly in the United States.

Key Highlights:

1. Impressive Growth: According to the report, DOOH ad spending is projected to increase by an impressive 33% over the next 18 months. This growth signifies a big shift in advertising strategies toward the dynamic world of prDOOH.
2. Media Plan Integration: Nearly one-third (31%) of US advertisers have already incorporated prDOOH into their media plans, with an even more substantial number (39%) planning to increase their usage of prDOOH in the next 18 months.
3. Budget Reallocation: A substantial portion of US advertisers (33%) is reallocating budgets from other digital channels to invest in prDOOH. Additionally, 15% are creating new budgets dedicated to prDOOH initiatives.
4. Innovation and Targeted Activations: A remarkable 80% of US respondents believe that prDOOH offers the most innovative opportunities compared to other media channels. Moreover, 67% of advertisers agree that prDOOH effectively targets the right audience at the right time, leading to increased sales, improved performance (64%), and enhanced brand safety (61%).
5. Multi-Channel Integration: PrDOOH is now more closely integrated into multi-channel campaigns (64%) in the US, especially when combined with other digital channels (41%).

VIOOH’s Chief Executive Officer, Jean-Christophe Conti, emphasized the importance of prDOOH in modern media planning, stating, “Programmatic DOOH is becoming mainstream and is now a must-have on every media plan.” He also highlighted the flexibility and high-value tools that prDOOH provides for both brand and performance ad campaigns.

To dive deeper into these insights and understand the current state of programmatic DOOH advertising, we encourage you to explore the full report by visiting VIOOH’s State of the Nation Report.

VIOOH partnered with research and strategy agency, MTM, to survey 1,200 advertisers and agencies across multiple countries to compile this invaluable data. These participants, who have already embraced prDOOH or plan to do so in the near future, offer a real-world perspective on the transformative impact of programmatic DOOH advertising.

As the advertising landscape continues to evolve, programmatic DOOH has proven to be a game-changer for marketers seeking innovative and effective ways to engage their target audience. Stay ahead of the curve by exploring the insights in this report and considering how prDOOH can enhance your advertising strategies.