VIOOH, the global digital out-of-home (DOOH) supply-side platform backed by JCDecaux, has found 87% of UK media execs are set to retain or increase investment in programmatic DOOH over the next 18 months.
The company’s annual Programmatic DOOH State of the Nation report attributed this “bright future” of investment in programmatic DOOH to an increased demand from UK buyers resulting from the flexibility, efficiency, audience targeting and brand safety in the way the channel is traded and broadcast.
Over a third (38%) of media professionals in the UK said they had added new budgets to programmatic DOOH, 27% used existing digital budgets, and 20% moved budget from other traditional channels to buy programmatic DOOH.
It also revealed its respondents including programmatic DOOH in half of their UK campaigns, up three percentage points compared to 2021. This was set to increase by six percentage points over the next 18 months.
More than one in 10 (11%) surveyed plan to double their investment in the channel.
The majority of UK media professionals surveyed (91%) said they would continue to invest in building in-house programmatic DOOH expertise and work on educating programmatic, OOH and cross-media planning teams on the advantages of programmatic DOOH.
The research also revealed 44% of media agency and advertising professionals had information on how to measure return on investment of programmatic DOOH that would help learn more about the channel.
VIOOH highlighted barriers to entry such as the lack of a unified measurement solution, cross-channel measurement and attribution, and a wider scope of audience data.
VIOOH surveyed 1,000 senior agency and advertising executives in the US, UK, Germany, France and Australia.
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