Digital Out-of-Home to Account for 76% of UK OOH Ad Spend by 2031 as Programmatic Matures

IAB UK today publishes the latest edition of its IAB Compass: digital out-of-home report, forecasting that digital out-of-home (DOOH) will account for 76% of UK out-of-home (OOH) advertising spend by 2031. The report highlights how the rapid maturation of programmatic DOOH (prDOOH), advances in measurement and deeper integration into omnichannel campaigns are transforming the channel into a more flexible, data-driven and measurable medium for advertisers. 

The report reveals that investment in DOOH reached a record £964 million in 2025, accounting for 67% of total UK OOH advertising spend, up from just 32% in 2015. Continued investment in digital inventory, alongside growing adoption of programmatic buying, is expected to accelerate this growth over the next five years. 

One of the biggest developments highlighted in the report is the continued maturation of programmatic DOOH. While still representing a relatively small share of the market today, programmatic is rapidly repositioning DOOH as a powerful advertising channel, enabling advertisers to combine the broad reach and brand impact of outdoor advertising with the flexibility, targeting and optimisation capabilities of digital media. 

The report also explores how advertisers are increasingly planning DOOH as part of integrated omnichannel campaigns, using the medium alongside channels including mobile, social, online video and search to create more connected customer journeys. At the same time, richer audience data is driving a shift from traditional location-based planning towards audience-led strategies, allowing advertisers to activate campaigns in the most relevant environments and moments. 

Creative innovation continues to be another major driver of growth, with advertisers making greater use of dynamic creative, contextual messaging and 3D executions to deliver more engaging campaigns. Looking ahead, the report identifies light-touch immersive technologies, agentic and AI-powered campaign optimisation as key opportunities for the future of the medium. 

Despite significant progress, the report notes that measurement remains one of the industry's biggest challenges. While programmatic buying has improved campaign measurement and optimisation, greater standardisation across the market will be essential to provide advertisers with more consistent measurement and attribution. 

Elizabeth Lane, Head of Insight at IAB UK, said: "Digital out-of-home has evolved from being a high-impact awareness channel into a sophisticated part of the digital media mix. Advances in programmatic buying, audience data and measurement are giving advertisers greater flexibility and confidence to use DOOH across the full funnel, while creative innovation continues to unlock new ways for brands to engage audiences in meaningful moments. As the market continues to mature, greater collaboration around measurement and industry standards will be key to helping advertisers realise the channel's full potential." 

The latest IAB Compass: Digital Out-of-Home report provides advertisers, agencies, media owners and ad tech providers with market forecasts, emerging trends and practical recommendations to help navigate one of digital advertising's fastest-evolving channels.