Unveiling of VIOOH's State of the Nation 2024 Document
UK Brands Embrace Programmatic DOOH: VIOOH's 2024 Report
In a significant shift for the advertising industry, nearly half (47%) of UK brands are now running programmatic-only Digital Out-of-Home (DOOH) campaigns, according to VIOOH's annual research into the prDOOH market.
The global digital out-of-home supply side platform published this insight in its State of the Nation 2024 report, which also highlights the growing importance of prDOOH in the UK. This high adoption level and the strategic appointment of a Chief Programmatic Officer at Talon to lead UK prDOOH efforts suggest an accelerated growth and investment trend in the sector.
The report also reveals that 90% of UK respondents consider prDOOH to offer the most innovative advertising opportunities out of all media channels. This sentiment is echoed by Jean-Christophe Conti, CEO of VIOOH, who stated that awareness and recognition of prDOOH's advantages and future potential in the UK are widespread.
Conti expects 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. This expectation is supported by the top three metrics marketers use to assess prDOOH campaign success: sales uplift (53%), website traffic impact (44%), and performance when paired with other digital channels (42%).
Moreover, 59% of UK advertisers rank sustainability among their top five considerations when planning and buying media. This emphasis on sustainability aligns with prDOOH's potential to offer a greener alternative to traditional advertising methods, making it an attractive option for environmentally conscious brands.
The Out of Home sector in the UK reported its best year ever in 2024 with £1.4bn revenue, underpinned by increasing digital and programmatic DOOH adoption. As advertisers align their campaigns across channels, prDOOH's role is expected to become increasingly significant.
While the exact projected growth rate for the next 18 months is not disclosed in the report, Conti expects investment in prDOOH to increase by 29% over the same period. This projected growth rate, if accurate, would further cement prDOOH's position as a major player in the UK's advertising landscape.
The statement was made in a press release by VIOOH. Similar positive trends towards programmatic adoption and dedicated budget allocations are evident in VIOOH’s 2025 reports (mostly referenced towards China but also globally), suggesting that the UK is not the only market experiencing this shift.
In conclusion, VIOOH’s 2024 insights show strong growth and investment in UK programmatic DOOH, driven by close to 50% brand adoption. This trend, along with the strategic appointments and increased revenue, implies continued expansion over the next 18 months. However, specific numeric growth rates for the UK prDOOH market in that timeframe were not disclosed in the provided sources.
- The growing investment in programmatic DOOH, as seen in the UK, suggests a significant shift in the business sector, especially in finance, with advertisers reallocating budgets to this technology-driven media channel.
- As technology continues to evolve, innovative advertising opportunities offered by prDOOH have caught the attention of over 90% of UK media respondents, highlighting its potential to become a key player in the advertising and media industries.
