VIOOH Research Finds UK Advertisers Expected to Increase Programmatic DOOH Spend by a Third
by on 10th Oct 2023 in News
VIOOH, the leading premium global digital out of (DOOH) home supply-side platform, has released its annual research into the programmatic DOOH market. The findings show that the future of programmatic DOOH (prDOOH) remains strong with its popularity surging, especially in the UK.
Survey respondents in the UK state that they plan to increase spend by almost a third over the next 18 months, with a third of advertisers moving budget from other digital channels. Whilst only 4% of main OOH teams are likely to be accessing new budget for prDOOH, when buying is diversified, this increases to 25% when bought through a dedicated prDOOH team, and 28% when bought through programmatic /digital teams.
Seven out of ten of the UK advertisers surveyed plan to prioritise integrating prDOOH more closely in multi-channel campaigns. The majority would buy display and digital video alongside prDOOH in a performance-led activation, with a marginally lower proportion claiming to use display and social as a complement to prDOOH in a brand-based campaigns.
“Programmatic DOOH is becoming mainstream and is now a must-have on every media plan. This year’s State of the Nation report shows not only that advertising budgets continue to be reallocated for increased prDOOH spend year-on-year, but the opportunities from highly targeted activations to trigger-based buying are giving advertisers a raft of flexible high-value tools which complement both brand and performance ad campaigns. With programmatic DOOH becoming more mature, media professionals are also increasingly integrating prDOOH into multi-channel strategies, often using it alongside social media and display advertising,” said Jean-Christophe Conti, chief executive ffficer at VIOOH.
The full report is available to download here.
VIOOH
Ad SpendDigitalDOOHOOHProgrammaticSupply Side
Follow ExchangeWire