State of the Nation 2025 – Developments in Programmatic Digital Out of Home
The ability to use Programmatic Digital Out-of-Home (pDOOH) has changed how advertisers think and prioritize when the goal is to communicate with people in their everyday lives. Not only in Norway, but also globally.
In our latest international White Paper – State of the Nation 2025 – VIOOH examines how pDOOH is evolving and changing the global media landscape. The key themes are growing trust and significant growth in investment. The report is based on an extensive survey of over 1050 advertisers and agencies in key markets such as the US, UK and France – as well as this year’s new addition, the Middle East.
The report clearly shows that pDOOH is growing rapidly internationally and that advertisers expect further growth going forward. A full 99% of respondents plan to increase or maintain their investments, and the average budget growth is expected to be a whopping 44%.
We are very pleased that 95% of the increased pDOOH budgets are sourced from other digital channels. Furthermore, pDOOH has become a natural part of the programmatic workflow and as many as 89% of advertisers respond that they will use pDOOH as part of a broader digital activity in the future. AI-driven planning and increased use of first-party data stand out as key drivers for further growth.
