DOOH Advertising

Programmatic DOOH spend on robust path

Generated by AI/Adobe Stock

March 23, 2026

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Programmatic digital out-of-home spend in the U.S. is projected to rise to 52% over the next 18 months, a robust growth rate from 34% in the past 18 months.

That's a top finding from a Viooh annual research report on the pDOOH market.

In the U.S., the channel was featured in 34% of marketing campaigns in the past year and a half, up from 30% in 2024, according to a press release.

Nearly all, 97%, of U.S. recent buyers of pDOOH plan to increase investment.

Of U.S. marketers who plan to increase investment in the channel, 31% are planning to add entirely new budget, ahead of the 25% global average.

Increasing sales and performance is the strongest association in the U.S., with 64% of marketers linking pDOOH to driving sales and performance, up 8 percentage points since 2024.

Curated marketplaces are positioned to drive the next phase of growth in the U.S.

The U.S. is the most advanced market globally when it comes to AI integration in pDOOH, with only 4% not using AI in any part of their pDOOH workflow, compared to 10% globally.

"The U.S. has always been a leading market for pDOOH, but the 2026 findings show the pace of growth here is exceptional. What sets the US apart is not just scale, but sophistication. Marketers here are deploying AI across their pDOOH workflows, activating first-party data, building dedicated programmatic DOOH teams and pushing DCO from testing into live execution faster than any other market. This combination of ambition and capability is driving lasting growth in the U.S., powered by pDOOH," Jean-Christophe Conti, CEO at Viooh, said in the release.

Viooh partnered with research and strategy consultancy MTM to survey 1,050 advertisers and agencies across the U.S., U.K., France and the Middle East (Qatar, Saudi Arabia and UAE) for the report.