Observed Signal · Mar 19, 2026 · Research Report · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
UK Marketers Boost Programmatic DOOH Spend by 41%
VIOOH released its 2026 annual research on programmatic digital out-of-home (pDOOH), finding pDOOH is now mainstream in the UK. The report shows 34% of UK campaigns used pDOOH in the past 18 months (up from 31% in 2024) and marketers expect this to reach 47% of campaigns in the next 18 months. UK respondents forecast an average 41% increase in pDOOH spend over the next 18 months (higher than 2024’s 32% projection), with most planning to reallocate budgets from other digital channels. Nearly three quarters plan greater use of data in pDOOH, two-thirds will increase dynamic creative optimisation (DCO) use and invest in pDOOH expertise, and more than half would consider buying via curated marketplaces to improve supply-path efficiency and transparency. VIOOH CEO Jean‑Christophe Conti commented on the channel’s shift from specialist buy to standard digital planning.
The report documents accelerating UK pDOOH adoption, budget reallocation from other digital channels, and increasing use of data, DCO and curated marketplaces—trends that affect media planning, programmatic buying and supply-path decisions across the ad ecosystem.
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Key Takeaways & Evidence Grounding
- VIOOH published its 2026 annual research into the programmatic DOOH market on 19 March 2026.
- 34% of UK campaigns featured pDOOH in the past 18 months, up from 31% in 2024; UK marketers expect 47% of campaigns to include pDOOH in the next 18 months.
- UK marketers forecast an average 41% increase in pDOOH spending over the next 18 months (compared with a 32% growth projection in 2024).
- Nearly 75% of UK respondents plan to use more data in pDOOH planning; two-thirds plan to increase dynamic creative optimisation (DCO) and invest in pDOOH expertise.
- More than half of UK marketers said they would consider buying pDOOH through curated marketplaces to address supply-path efficiency and supply chain transparency.
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2026: The Year OOH Advertising Soars with Transparency
The article surveys ad-tech insiders on what 2026 may hold for out-of-home (OOH) advertising, highlighting a continued growth trajectory and rising transparency. It notes Outsmart's Q3 OOH growth of 4.4% to nearly £377m, with classic OOH at 33% of spend and growing 6.5% versus 3.3% for digital. The industry has advanced transparency through the OAAA's Programmatic OOH Transparency Pledge. The market remains buoyant, projected to exceed USD 26bn (£19.71bn) by 2034, driven by digital transformation and urbanisation. Experts foresee DOOH increasingly leading omnichannel campaigns thanks to better data and smarter creative optimization, while AI-enabled workflow improvements are anticipated. Additionally, cross-border programmatic DOOH accounted for 37% of VIOOH's H1 2025 revenue, and the UK OOH market is forecast to grow around 4.5% in 2026.
VIOOH and TuMedio Partner for Spanish, Portuguese DOOH
VIOOH, a leading global digital out-of-home (DOOH) supply-side platform, has announced a partnership with TuMedio, a Spanish digital signage and DOOH media company. The collaboration aims to unlock programmatic access to TuMedio's DOOH inventory across Spain and Portugal. This integration will allow advertisers and agencies using VIOOH's platform to plan, book, and deliver campaigns on TuMedio's network, which includes screens in various public locations. The partnership is expected to expand the reach of programmatic DOOH in the Iberian market, offering more inventory options to buyers. The move aligns with the growing trend of bringing traditional out-of-home media into the programmatic ecosystem, enabling more data-driven and automated buying processes. This expansion provides brands with greater flexibility and efficiency in their out-of-home advertising strategies.
VIOOH partners with TuMedio to unlock programmatic DOOH across Spain and Portugal
VIOOH announces a new partnership with TuMedio to expand programmatic DOOH access across Spain and Portugal, dated September 29, 2026.
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