2025 is an exciting time for Digital out-of-home (DOOH) globally and in the UK. A recent study of brand marketers from the DPAA, a global DOOH marketing organisation, and Alight, shows increased spend, increased awareness and a preference for DOOH screens in physical environments.
Out-of-home is still the only advertising platform that reaches over 90% of the UK population and the advancements in digital innovations means brands now can now marry unrivalled reach with creative and targeting flexibilities.
DOOH is a fast-growing medium, accounting for 66% of all OOH adspend in the UK. This study shines light on what is driving this growth so we can better understand our customers, the benefits they see from using DOOH and where can we work with them to maximise its success. It’s also important to understand what, if any, obstacles or misperceptions are influencing decision-making so that we can identify opportunities for industry education.
Alight Media exists to make a positive difference by connecting brands and communities in the real-world. We do this by offering advertisers opportunities to engage audiences in every region, through our national portfolio of digital billboards, digital and classic 6 sheet posters and screens in pubs, bars and venues nationwide. This report is part of our efforts to do this by highlighting insights and advice from brand leaders.
Download the full report here.