France Leads the Charge in Programmatic DOOH Growth: A Latest Era for Out-of-Home Advertising
The French advertising market is rapidly embracing programmatic Digital Out-of-Home (pDOOH) advertising, with investment expected to surge by 45% in the next 18 months. This significant increase, up from 28% growth in 2024, positions France as a key player in the global pDOOH landscape, according to a recent study by VIOOH.
From Traditional to Programmatic: A Seismic Shift
Traditionally, Out-of-Home (OOH) advertising relied on direct buys and static placements. Though, the rise of pDOOH is changing the game. The study reveals a clear trend: advertisers are increasingly shifting budgets from traditional DOOH to its programmatic counterpart. A remarkable 75% of French marketers planning to increase their DOOH investments are reallocating funds from traditional DOOH to pDOOH.
New Budgets Fueling Expansion
The growth isn’t solely based on budget reallocation. A substantial 27% of marketers intend to allocate entirely new budgets to pDOOH, a rise from 18% in 2024. This indicates that pDOOH is demonstrating a clear value proposition, attracting incremental investment rather than simply redistributing existing funds.
The Rise of Automated Buying
Programmatic buying methods are becoming the norm. Currently, 47% of DOOH purchases are exclusively programmatic, while 46% utilize a hybrid approach combining direct buys and programmatic methods. Traditional, exclusively direct purchases are declining, falling from 44% in 2024 to 32% projected for 2026.
pDOOH Integrated into Broader Digital Strategies
pDOOH is no longer siloed. it’s becoming an integral part of wider digital campaigns. An impressive 86% of French marketers now plan pDOOH activities within broader digital and programmatic initiatives, a dramatic increase from 35% in 2023.
Synergies with Social Media and Beyond
Social media is seen as the most complementary channel to pDOOH in France, cited by 85% of respondents for performance campaigns and 88% for brand awareness campaigns. DOOH and display advertising also rank highly, demonstrating the power of multi-channel integration.
Contextual Targeting: A Powerful Lever
Advertisers are increasingly leveraging contextual targeting – using real-time data like weather, events, store hours and foot traffic to activate ad spend only when relevant. 68% of French marketers consider this significant, and 72% plan to increase its use in the next 18 months.
Addressing Fragmentation: The Role of Organized Markets
Fragmentation is a key challenge for pDOOH growth in France. 40% of marketers cite the lack of infrastructure for integrating pDOOH with other channels as an obstacle. Organized markets, which aggregate inventory from multiple publishers into a single deal ID, are emerging as a solution. These curated environments simplify operational complexity, facilitate national coverage, and enhance supply chain transparency.
Over half of French marketers (57%) are open to using organized markets in the near future, with 59% valuing brand safety – a key benefit of these arrangements.
Dynamic Creative Optimization (DCO): High Potential, Implementation Gaps
Dynamic Creative Optimization (DCO), which allows for personalized ad messaging based on location, time, and other factors, is gaining traction. Marketers recognize the benefits of localized messaging and real-time engagement. 83% are considering, testing, or actively using DCO, but only 7% currently integrate it into their pDOOH campaigns, highlighting a gap between intention and execution.
However, 68% of respondents plan to increase their use of dynamic creative in the next 18 months.
As Jean-Christophe Conti, CEO of VIOOH, states, “The French pDOOH market has entered a new phase… pDOOH is progressively becoming a central element in the planning and activation of digital campaigns.”
FAQ: Programmatic DOOH in France
Q: What is pDOOH?
A: Programmatic Digital Out-of-Home advertising automates the buying and selling of DOOH advertising space, allowing for real-time bidding and targeted campaigns.
Q: Why is France leading in pDOOH adoption?
A: France has a dynamic advertising market and a strong appetite for innovative technologies, coupled with a growing understanding of the benefits of pDOOH.
Q: What are the benefits of contextual targeting in pDOOH?
A: Contextual targeting ensures ads are displayed only when they are most relevant to the audience, maximizing impact and ROI.
Q: What are organized markets in pDOOH?
A: Organized markets aggregate inventory from multiple publishers, simplifying the buying process and improving transparency.
Pro Tip
Don’t underestimate the power of data integration. Connecting your pDOOH campaigns with first-party data can significantly enhance targeting and personalization.
Methodology: VIOOH partnered with MTM, an international research and strategy firm, to survey 1,050 advertisers and agencies in the US, UK, France, and the Middle East to analyze the current state of the pDOOH market. Participants had already purchased pDOOH in the last 12 months or are digital buyers open to using it.
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