Nordic programmatic DOOH adoption outpaces global average, with investment expected to grow by 37% over the next year
- 32% of all Nordic campaigns included programmatic DOOH in the past 12 months, outpacing the 2024 global average of 28%.
- 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 (2024).
- Nearly all Nordic marketers (99%) plan to invest in programmatic DOOH over the next 12 months, surpassing the 95% of marketers in leading global markets with similar intentions.
- 90% of Nordic marketers believe programmatic DOOH offers some of the most innovative opportunities in media today.
- 83% of Nordic marketers plan programmatic DOOH as part of wider digital activity, compared to just 35% in key global markets in 2023.
London, UK, 3 June 2025 – Today, VIOOH, the leading premium global digital out of home (DOOH) supply-side platform, has released research into the state of programmatic DOOH (pDOOH) in the Nordic region, covering Finland, Sweden, Norway and Denmark. The findings reveal that the Nordics are rapidly adopting pDOOH, with 32% of all campaigns in the past 12 months including pDOOH, surpassing the 2024 global average of 28%. This share is expected to rise to 34% by 2026.
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.
Now in its sixth year, this new report marks the first time the research has focused specifically on Finland, Sweden, Norway and Denmark – four markets identified as having strong potential for pDOOH growth.
Shifting budgets
Almost all Nordic marketers (99%) plan to invest in pDOOH over the next 12 months, making it the most planned-for channel in the Nordics, with social media (94%) and digital out-of-home (91%) following closely behind. This surpasses the 95% of marketers in leading global markets who had similar intentions. With 90% of Nordic marketers believing pDOOH offers some of the most innovative opportunities in media today, this strong commitment is unsurprising.
Nordic marketers expect their pDOOH investment to grow by an average of 37% over the next year, significantly higher than the 28% global average reported in 2024, indicating a strong desire to capitalise on the growing momentum of pDOOH in the region.
A significant portion of the budget for pDOOH is expected to come from existing digital budgets, with 89% of marketers reallocating funds from these channels, while 72% plan to move money from traditional channels such as press or radio.
Digital-first approach
The Nordics are leading with a digitally integrated, programmatic-first approach to DOOH. Across both brands and agencies, pDOOH in the Nordics is primarily bought by digital or programmatic teams (83%), closely mirroring the 2024 global trend of 74%.
Nordic marketers are significantly more likely to plan pDOOH as part of wider digital activity – 83% do so, compared to just 35% in key global markets in 2023. This mindset is especially prevalent among media agencies (87%), though advertisers (80%) are close behind.
Nordic marketers value pDOOH for its flexibility across brand campaigns. An impressive 86% of Nordic marketers consider pDOOH important for brand campaigns, placing it just above the 2024 global average of 85%, and ranking it as the second-most important branding channel, behind only social media (91%).
When it comes to performance marketing, 83% of Nordic marketers consider pDOOH an effective channel – just below the 2024 global average of 91%. What’s particularly impressive is how quickly pDOOH has earned its place as a credible performance channel in the Nordics – ranking just behind established powerhouses like social media (92%) and display (84%).
Reflecting their digital-first mindset, Nordic marketers are especially likely to integrate pDOOH with other digital channels – primarily social media (89% for brand, 89% for performance), as well as display (85% for brand, 81% for performance) – further reinforcing its role in integrated, omni-channel strategies.
Sustainability shaping the future of pDOOH
Currently, around a quarter (24%) of Nordic marketers rank the sustainability of a channel among their top three investment considerations – placing it on par with scalability (24%) and alignment with campaign objectives (24%).
Promisingly, Nordic marketers already recognise sustainable or eco-efficient reach as one of pDOOH’s standout attributes. In fact, 64% cite sustainability as a key benefit of pDOOH – second only to ROI generation and its ability to activate flexibly under the right conditions (both 65%).
“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 recognises pDOOH’s strategic value and is positioning it at the heart of digital-first media strategies,” said Jean-Christophe Conti, Chief Executive Officer at VIOOH.
See the full report here: viooh.com/sotn
VIOOH partnered with research and strategy agency, MTM, to survey senior advertiser and agency professionals across Finland, Sweden, Norway and Denmark who are joint or sole decision-makers for advertising within their business.
To provide broader context, we compare data from the Nordics with findings from the 2023 and 2024 editions of the global State of the Nation report. The 2023 report covered core markets – the USA, UK, Germany, France, and Australia – plus guest market Spain. The 2024 edition included the same core markets, with Brazil as the guest market.
Alongside this Nordic report, we will shortly publish a regional report featuring insights from the Chinese market, and further market reports will be released in Q1 2026.
About VIOOH:
VIOOH is a leading premium global digital out of home supply-side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 32 markets and drives demand through partnerships with +50 DSPs globally, with more to follow.
For more information about VIOOH, please visit www.viooh.com or follow us on LinkedIn.
