DOOH Advertising
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June 13, 2025
Programmatic DOOH adoption is outpacing the global average with investment projected to grow by 37% over the next year.
Over a third, 32%, of all Nordic campaigns included programmatic DOOH in the past 12 months, according to research from Viooh, a global digital out of home supply-side platform.
Nordic marketers expect their programmatic DOOH investment to grow by an average of 37% over the next year, significantly higher than the 28% global average in 2024, according to a press release on the research findings.
Nearly all Nordic marketers, 99%, plan to invest in programmatic DOOH over the next 12 months, and 90% of Nordic marketers believe programmatic DOOH offers some of the most innovative opportunities.
The research into the state of programmatic DOOH focused on Finland, Sweden, Norway and Denmark. The Nordic edition of VIOOH’s State of the Nation, produced in collaboration with research and strategy agency MTM, surveyed senior advertiser and agency professionals across the Nordic region who are joint or sole decision-makers for advertising within their business who have purchased pDOOH in the past 12 months or are digital buyers open to purchasing it.
«The Nordic region is demonstrating impressive momentum in pDOOH adoption, with marketers embracing its digital integration and performance capabilities. With Nordic marketers anticipating investment growth of 37% over the next year, well above the global average, we’re seeing a region that recognizes pDOOH’s strategic value and is positioning it at the heart of digital-first media strategies,» Jean-Christophe Conti, Viooh CEO, said in the release.