A new study has claimed that investment in the UK’s programmatic digital OOH (pDOOH) sector is forecast to rise by 41% in the next 18 months. The study, by supply-side DOOH platform VIOOH, suggests the recent traction for the channel is only set to continue in 2026 and beyond.
Currently, around one-third of campaigns include pDOOH in the media plan, but this is set to grow to nearly half by the end of 2027, according to VIOOH. This growth comes as increased efficiencies, greater optimisation possibilities, and enhanced targeting capabilities make the digital outdoor sector more appealing for brands seeking to target specific audiences in contextual formats.
Alongside this trend, there has been much for brands to say ‘ooh’ about OOH in recent years. Digital ads now make up around two-thirds of the total outdoor sector, a share that is predicted to grow to 75% by 2027. Additionally, new LHF restrictions have led many brands to shift investment into the OOH sector.
