Scandinavia is one of the world’s programmatic pioneers. According to the new Viooh report, 32% of all campaigns in the region included pDooH components – about the same as in Germany. The trend is largely driven by a digital-first mindset.
Germany has long positioned itself as a frontrunner in the global programmatic digital-out-of-home (pDooH) landscape – and not without justification. Few other countries have as many screens actively connected to programmatic booking platforms. This reputation is set to be further examined in the upcoming State of the Nation Report by Viooh, which explores each year how advertisers in keymarket engage with programmatic media buying.
While the German data is still pending, Viooh – the SSP subsidiary of JC Decaux – has already released its first edition of the report focused on the Nordic countries. The results suggest that Scandinavia is keeping pace with Germany when it comes to incorporating pDooH into advertising strategies.
Nordic Countries Surpass Global Average
According to the findings, 32% of advertising campaigns in Finland, Sweden, Norway, and Denmark included pDooH components over the past year. That number is projected to rise modestly to 34% by 2026. This puts the Nordics slightly above the global average of 28% recorded in the same period.
However, it’s important to interpret these figures with some caution. The State of the Nation Report surveys only advertisers and agencies that have either used pDooH in the past year or are open to using it. As a result, the true share of pDooH across all advertising campaigns is likely somewhat lower.
Even so, the study offers valuable insight into how different markets stack up internationally. One notable finding is the extent to which Nordic advertisers integrate pDooH within broader digital campaigns. In the Nordics, 83% of advertisers include pDooH as part of a comprehensive digital strategy. This stands in stark contrast to the 35% reported in key global regions in the previous year.
Specialized Programmatic Teams Are Taking Over Buying
Another trend highlighted by the report is the growing role of digital and programmatic teams in managing pDooH campaigns. In the Nordic countries, 83% of such campaigns are handled by digital or programmatic teams. This aligns with a global trend as well – worldwide, 74% of pDooH buying was carried out by these specialized teams in 2024.
The State of the Nation Report is conducted annually by Viooh in partnership with MTM. While 2024 figures for Germany and other key markets are yet to be published, the early results from the Nordic region suggest a continued shift toward digitally integrated and programmatically driven out-of-home advertising strategies across Europe.
