As we enter 2025, the UK Programmatic DOOH landscape continues to be a thrilling one, full of opportunity for advertisers and vendors alike.
2024 witnessed solid growth across the UK’s programmatic landscape, including brand count, average spends and overall revenue. It was incredibly rewarding to see such a high number of new brands on board, as well as repeat spend from clients who had utilised ECN’s product in the past and had come back for more!
Our latest partnership VIOOH is incredibly exciting, and we are looking forward to working with the team to gain traction across the market, using their experience and knowledge alongside our own infrastructure and reach. This partnership takes ECN’s SSP connection count to 5, testament to the quality of our screens and data, alongside the hard work of onboarding, which goes on behind the scenes.
Alongside new SSPs, our DSP count has increased again as pDOOH gains more gravitas in the marketplace. Most notably, Talon’s Atlas DSP has activated across the ECN network for multiple campaigns, providing us with a new pool of information into how pDOOH is bought and planned through a specialist.
We are already experiencing a solid start to the year with wellness and ‘health brands’ activating across the network as Dry January, gym memberships and healthy eating are the main conversation points in the office environment. Furthermore, travel brands and airlines are capitalising on London’s dark and dingy weather, tempting office workers away from their desks with promises of sun and adventure.
Utilising pDOOH as part of an omnichannel approach will only continue to gain traction as we move through the year, as brands are able to activate across multiple channels with one DSP, using the same creative to ultimately create unmissable synergy and brand loyalty. Integration with channels such as mobile will be key to successful growth and will unlock more ideas, briefs and ultimately spend into the pDOOH marketplace.
pDOOH vendors will need to continue to focus on programmatic as a channel to keep up with the rise of CTV and interactive visual content. Collaboration is key to success here and all vendors, both big and small, will need to continue to support each other; sharing research, best practices and experiences.
Overall, 2025 is expected to be an incredibly important year for pDOOH as new channels emerge, bringing with them a new set of challenges and opportunities. ECN is in an incredibly strong position for programmatic advertising, with high quality location-based screens and a wealth of audience data providing advertisers with the perfect opportunity to target premium audiences across the UK.