Nordic Programmatic DOOH Growth to Outpace Global, with 37% Investment Rise Ahead
by on 3rd Jun 2025 in News
Today, (June 3rd, 2025) VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, has released research into the state of programmatic DOOH (pDOOH) in the Nordic region, covering Finland, Sweden, Norway, and Denmark.
The findings reveal that the Nordics are rapidly adopting pDOOH, with 32% of all campaigns in the past 12 months including pDOOH, surpassing the 2024 global average of 28%. This share is expected to rise to 34% by 2026.
The Nordic edition of VIOOH's State of the Nation, produced in collaboration with research and strategy agency MTM, surveyed senior advertiser and agency professionals across the Nordic region who are joint or sole decision-makers for advertising within their business who have purchased pDOOH in the past 12 months or are digital buyers open to purchasing it.
Now in its sixth year, this new report marks the first time the research has focused specifically on Finland, Sweden, Norway, and Denmark - four markets identified as having strong potential for pDOOH growth.
Almost all Nordic marketers (99%) plan to invest in pDOOH over the next 12 months, making it the most planned-for channel in the Nordics, with social media (94%) and digital out-of-home (91%) following closely behind. This surpasses the 95% of marketers in leading global markets who had similar intentions. With 90% of Nordic marketers believing pDOOH offers some of the most innovative opportunities in media today.
“The Nordic region is demonstrating impressive momentum in pDOOH adoption, with marketers embracing its digital integration and performance capabilities. With Nordic marketers anticipating investment growth of 37% over the next year, well above the global average, we're seeing a region that recognises pDOOH’s strategic value and is positioning it at the heart of digital-first media strategies,” said Jean-Christophe Conti, chief executive officer at VIOOH.
See the full report here: viooh.com/sotn
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