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STATE OF THE NATION

What is fuelling the continued growth of prDOOH?

For the 5th year running, VIOOH have partnered with international research and strategy agency, MTM, to survey 1,200 advertisers and agencies across the US, UK, Australia, Germany, France, and guest market Brazil to learn about the current state of the nation of programmatic DOOH advertising.

 

Programmatic digital out-of-home (prDOOH) is rapidly transforming the way advertisers reach audiences on the go.  As a result, prDOOH adoption has accelerated among advertisers in recent years, a trend expected to increase as the technology matures and as the amount of programmatic inventory available expands.

Reports
Events
Sessions
Speakers
Watch the recordings from our roadshow of events
 
We hosted several events across the world to celebrate the launch of our reports, click the links below to watch the recordings from each of our events this year.
London skyline
STATE OF THE NATION
London
26th September 2024
Watch the event recording
Sydney skyline
STATE OF THE NATION
Sydney
10th October 2024
Watch the event recording
Paris skyline
STATE OF THE NATION
Paris
5th November 2024
Watch the event recording
Hamburg skyline
STATE OF THE NATION
Hamburg
7th November 2024
Watch the event recording
SOTN24_Event_Small_Image_Melbourne@2x
STATE OF THE NATION
Melbourne
15th October 2024
Watch the event recording

The 2024 reports are here

Find out what media executives are predicting for the future of programmatic DOOH and what is fuelling the continued growth of prDOOH.
Group 190

Watch the 2024 Key findings

Get a glimpse into what we uncovered across our global key findings this year.
VIOOH-SOTN
With contributions from
Ana Raquel Hernandes
Head of Fluid
Initiative, Brazil
Paola Epouma
Programmatic Consultant
Havas International, Paris
Justin Symons
Head of Investment
Rapport, US
Alex Grieves
Commercial Director, Advanced DOOH
GroupM, UK
Chloe Zaharko
Associate Director
GroupM, US
Britta Ciftcioglu
Director Planning & Development OOH
GroupM
Chloe Rauch
Senior Display and Programmatic Consultant
Artefact, France
Michael Whiteside
Chief Media Activations Officer
Kinesso, Australia
Isabella Rodrigues
Executive Director, Global Client Solutions
EssenceMediacom, Brazil
Katherine Pochroj
Sydney Head of Media Solutions and Investment
EssenceMediacom, GroupM, Australia
Rodrigo Valim de Oliveira
Senior Programmatic Manager
IHG, UK
Laura Hentschel
Manager of Programmatic and Digital Media
IT Works, Germany
Previous reports
VIOOH_SOTN2023_Global
STATE OF THE NATION
State of the Nation 2023 - Global
VIOOH_SOTN2023_UK
STATE OF THE NATION
State of the Nation 2023 - UK
VIOOH_SOTN2023_US
STATE OF THE NATION
State of the Nation 2023 - US
VIOOH_SOTN2023_GERMANY_GERMAN LANG
STATE OF THE NATION
State of the Nation 2023 - Germany
VIOOH_SOTN2023_FRANCE_FRENCH LANG
STATE OF THE NATION
State of the Nation 2023 - France
VIOOH_SOTN2023_SPAIN_SPANISH LANG
STATE OF THE NATION
State of the Nation 2023 - Spain
VIOOH_SOTN2023_AUS
STATE OF THE NATION
State of the Nation 2023 - Australia
VIOOH_SOTN2022_WhitePaper_Global_v12
STATE OF THE NATION
State of the Nation 2022 - Global
VIOOH_SOTN2022_WhitePaper_UK_v06
STATE OF THE NATION
State of the Nation 2022 - UK
VIOOH_SOTN2022_WhitePaper_USA_v09
STATE OF THE NATION
State of the Nation 2022 - US
VIOOH_SOTN2022_WhitePaper_France
STATE OF THE NATION
State of the Nation 2022 - France
VIOOH_SOTN2022_WhitePaper_Germany_v06
STATE OF THE NATION
State of the Nation 2022 - Germany
VIOOH_SOTN2022_WhitePaper_Australia
STATE OF THE NATION
State of the Nation 2022 - Australia
VIOOH_SOTN2022_WhitePaper_China
STATE OF THE NATION
State of the Nation 2022 - China
SOTN_2021_WhitePaper_Global_FINAL
STATE OF THE NATION
State of the Nation 2021 - Global
DOWNLOAD
SOTN_2021_WhitePaper_UK_Final
STATE OF THE NATION
State of the Nation 2021 - UK
DOWNLOAD
SOTN_2021_WhitePaper_US_Final
STATE OF THE NATION
State of the Nation 2021 - US
SOTN_2021_WhitePaper_FR_FINAL
STATE OF THE NATION
State of the Nation 2021 - France
SOTN_2021_WhitePaper_DE_FINAL
STATE OF THE NATION
State of the Nation 2021 - Germany
SOTN_2021_WhitePaper_AUS_Final
STATE OF THE NATION
State of the Nation 2021 - Australia
SOTN2020_WhitePaper_UK
STATE OF THE NATION
State of the Nation 2020 - UK
DOWNLOAD
SOTN2020_WhitePaper_US
STATE OF THE NATION
State of the Nation 2020 - US
DOWNLOAD
SOTN2020_WhitePaper_DE_1011
STATE OF THE NATION
State of the Nation 2020 - Germany
DOWNLOAD
State of the Nation 2019
STATE OF THE NATION
State of the Nation 2019 - 6 months on
DOWNLOAD
State of the Nation 2019
STATE OF THE NATION
State of the Nation 2019
DOWNLOAD

Insight from our contributors

“prDOOH’s digital nature reduces the need forphysical materials, and its precision targeting minimizes waste by ensuring ads are shown to relevant audiences.”

Chloe Zaharko Associate Director, GroupM, US

“DCO provides more flexibility. We want to make sure we're delivering the right message at the right time, to the right person in the rightenvironment, and being able to do that in a creative way, enhances our clients’overall campaign.”

Justin Symons Head of Investment, Rapport, US

“I know that from a creative point of view, there are clients that are using AI to generate their creative that's running on prDOOH in the same way they're generating social and display assets using AI technology.”

Katherine Pochroj Sydney Head of Media Solutions & Investment, Essence Mediacom, GroupM, Australia