Programmatic Digital Out-of-Home (pDOOH) advertising is evolving fast, and the UK is at the centre of this transformation. With brands looking for smarter, more sustainable, and measurable ways to engage audiences in physical spaces, pDOOH is gaining serious momentum.
Here are six key trends shaping the pDOOH landscape in the UK:
- Spend Is Climbing — Fast
In general, programmatic advertising in the UK saw an 11.3% increase in 2024, with a projected growth rate of 9% for 2025. According to VIOOH’S 2024 UK State of the Union, On average 29% of UK brands included pDOOH in their media plans in the last 18 months, while programmatic-only campaigns are set to surpass 47% (A rise of 18 percentage points YOY). With flexible buying, increased automation, and broader inventory, pDOOH is becoming a staple channel in the UK, not a niche buy.
- Data-Led, Contextual Targeting Is In Demand
Advertisers are doubling down on first and third-party data and contextual triggers to make campaigns more relevant. 66% of UK advertisers acknowledged the importance of this data when deciding on their level of investment in pDOOH; this over indexes the global average of 59%. From weather conditions and traffic patterns to location and time of day, UK marketers are using real-world signals to activate dynamic messaging.
- AI and Machine Learning Are Driving Smarter Campaigns
From predictive analytics to creative optimisation, AI is transforming how pDOOH campaigns are planned and executed. Platforms are building advanced AI tools to enhance audience targeting and ad impact. For UK brands, this means more personalised content and better ROI—without manual guesswork.
- Sustainability Is a Major Priority
With growing ESG commitments and the launch of the Net Zero initiative, brands are increasingly seeking greener media options. A 2021 YouGov study found that 86% of British consumers consider it important for brands to take action on sustainability. Reflecting this shift, a KPMG‑commissioned report by Outsmart shows that OOH delivers lower carbon emissions per impression than any other measured media, including online/digital, TV, radio, print, and email. While a significant portion of OOH’s carbon footprint arises from the construction and installation of the physical structures, media owners are implementing practical solutions to reduce their impact. These include adjusting screens to ambient light levels, powering down digital furniture during off-peak hours (1 a.m.–6 a.m.), and sourcing electricity from renewable energy.
- Omnichannel Integration Is Now Expected
pDOOH is no longer operating in a silo. It’s being used in sync with mobile, CTV, retail media, and social—creating consistent, full-funnel experiences. With better measurement tools and footfall tracking, UK advertisers can clearly link out-of-home exposure to outcomes like store visits and conversions. For many, it’s becoming a must-have in their omnichannel mix.
- Creativity Is Evolving — and Getting Interactive
New formats are redefining what’s possible in pDOOH. Think: 3D creative, AR overlays, interactive touchpoints, motion sensors, and even “fake OOH” social stunts. Meanwhile, premium indoor locations like co-working spaces and gyms are offering new, high-attention environments. UK audiences are expecting more—and brands are delivering with engaging, context-aware content.
The Bottom Line
pDOOH in the UK is growing up fast. According to VIOOH, “90% of marketers in the UK think pDOOH offers the most innovative advertising opportunities of all media channels”. It’s smarter, greener, more measurable—and more integrated into everyday media strategies than ever. Whether you're a brand, agency, or media buyer, staying ahead means understanding how to leverage data, creativity, and tech in a landscape where physical meets programmatic.
Ready or not, pDOOH is moving from test-and-learn to always-on.
