By Karan Singh, VP Revenue EMEA at Vistar Media
The numbers for programmatic out-of-home (prDOOH) advertising tell a compelling story. Back in January 2024, the IAB estimated that programmatic would account for 16% of all OOH by 2027. This now needs to be revised, in my view, as the momentum behind prDOOH’s growth since that time has become increasingly palpable and looks set to strengthen even further this year.
Outsmart recently shared that OOH revenue for year-end 2025 saw growth of +2.6% year-on-year with total revenues of £1.44bn, the highest ever. In addition, the latest AA/WARC Expenditure report shows OOH (4.4%) growth in Q3 2025 was driven by rising digital OOH spend (3.3%). This kind of momentum doesn’t happen without fundamental shifts in how brands view and use the media channel.
So, what’s driving this growth? A combination of factors. More brands are leaning into prDOOH, regulatory changes like less healthy food (LHF) restrictions are pushing spend into the channel, and frankly, the most interesting advertising work right now is happening in out-of-home. Just scroll through LinkedIn – all the fun, creative stuff is showing up in this space.
But growth alone isn’t enough. This year, I want to see the industry push the boundaries of what’s possible within prDOOH, and I encourage other players in the space to do the same.
Getting smart with data
We need to move beyond basic weather targeting. Programmatic’s APIs open doors to genuinely exciting applications. Think about triggering campaigns based on flight arrival times and delays, perfect for a brand dealing with lost luggage services. Imagine putting live scores on billboards / leaderboards during major sporting events. These aren’t just theoretical possibilities; these are real campaign requests we’re seeing. For example, we’ve recently run a campaign for L’Oreal displaying the Arsenal football scores in real time around the stadium.
The key is using data signals that connect specifically to brands or events in meaningful ways. Programmatic allows us to think outside the box, and this year should be about proving that creative data application at scale.
I want to see more frequent measurement so we can optimise ad campaigns better and demonstrate the power of prDOOH. This means ensuring creative performs in the space, measuring sales impact where appropriate and demonstrating return on investment (ROI). Brands need confidence in the numbers, and more rigorous measurement will provide that.
Creative that matches our ambitions
We launched four 3D campaigns in the UK last year. This year, it would be great to see that become widespread, with more dynamic ad creative across the board. If we’re talking about leveraging proximity targeting, time of day optimisation and sophisticated data signals, our creative needs to match that ambition. There’s no point having targeting capability if the creative doesn’t take advantage of it.
This pattern of testing, trusting and expanding happens because the channel works. It’s also brand safe and fraud-resistant, aligning with sustainability goals and delivers results.
We’re already seeing this virtuous circle in action. Two years ago, clients were dipping in with £10,000-£20,000 test campaigns. Last year, that evolved to £40,000-£50,000 tests. Now we’re getting briefs for £500,000 campaigns. We even see some in excess of £2 million, which shows what’s possible when brands see the true value and potential returns of prDOOH.
How advertisers can benefit from prDOOH in 2026
If you’re a brand considering programmatic DOOH, here’s what I’d recommend:
1: Start with your media plan and strategy.
If you’re purely performance-focused and everything revolves around clicks, this channel might not be for you. But if you’re building trust, telling brand stories, or driving footfall to stores, ask how programmatic DOOH fits into that strategy.
2: Don’t settle for second-best creative.
You’ve got a brilliant canvas. Use data and targeting to inform creative that’s relevant and eye-catching, and use designers or creative houses that understand how to build ads specifically for DOOH. All the data and measurement in the world won’t save poor creative.
3: Test, prove and expand.
Programmatic is democratising DOOH, making it accessible at smaller scales. Mid-sized brands can now explore what was once the domain of Coca-Cola and Pepsi. Start with small budgets around tactical objectives, then scale based on results, your needs and goals. Starting that journey is a really crucial step.
4: Consider the broader picture too.
Out-of-home is the most carbon-neutral digital channel, helping you hit corporate sustainability goals without expensive, purposeful steps. You get genuine brand safety with far less exposure to fraud than other digital channels. This comes with greater control over where and how ads appear, without the risk of appearing next to inappropriate content or made-for-advertising sites.
In fact, out-of-home consistently delivers lower carbon emissions per impression than other major channels, thanks to low power consumption, long asset lifecycles and smart media delivery. It also accounts for just 3.3% of total advertising power consumption and contributes less than 3.5% to the industry’s carbon footprint, further reinforcing its efficiency at scale.
The tipping point is here, and the opportunity window won’t stay open forever. Brands that start testing now, even with modest budgets, will be the ones scaling successfully by mid-year. Those waiting for more proof will find themselves playing catch-up in a channel that’s already moved from experimental to essential. The question isn’t whether prDOOH works anymore. It’s whether you’re ready to make it work for you.
