"UK marketers are forecasting an average 41% increase in pDOOH spending over the next 18 months, notably higher than the 32% growth projected in 2024, pointing to accelerating momentum as advertiser confidence matures."
"The next phase of UK pDOOH growth looks to be shaped by more intelligent and data-driven activation. Almost three quarters of UK respondents plan to make greater use of data in pDOOH planning over the next 18 months, slightly ahead of the global average."
"pDOOH is firmly established as a mainstream channel within the UK's digital media landscape, with 34% of campaigns featuring pDOOH in the past 18 months, up from 31% in 2024 and in line with the global average."
Programmatic digital out-of-home (pDOOH) has become mainstream in the UK's digital media landscape, with 34% of campaigns incorporating it, matching global averages. UK marketers project this will increase to 47% within 18 months. Spending is expected to grow by an average of 41%, significantly higher than 2024's 32% projection, indicating accelerating advertiser confidence. Budget growth increasingly comes from reallocation within the digital ecosystem. The UK shows strong momentum in digital and programmatic planning integration. Future growth will be driven by data-driven activation, with nearly three-quarters of marketers planning increased data use, two-thirds adopting dynamic creative optimization, and similar proportions investing in pDOOH expertise development.
#programmatic-dooh #digital-advertising-growth #data-driven-marketing #budget-reallocation #dynamic-creative-optimization
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