Place Exchange’s latest Programmatic OOH Trends Report for H1 2025 shows continued momentum for the channel. The report provides a snapshot of select US programmatic OOH spending patterns across the Place Exchange platform, with insights into advertising categories, creative formats, venue types, and buying mechanism.
The impact and efficiency of programmatic continues to appeal to a wide range of advertiser categories. Specifically, in H1 2025, the top categories were Food/Drink, Tech/Computing, Health/Fitness, and Travel – collectively accounting for almost half of all spend at 47%.
Outdoor (including billboards and street furniture) remained the largest venue type overall, accounting for 51% of spend, followed by Retail with 15% of spend, Entertainment with 11%, and Transit with 10%. The growing availability of programmatic-enabled screens is creating new opportunities for brands to engage consumers across a more diverse OOH ecosystem. Between H2 2024 and H1 2025, the number of programmatic screens available via Place Exchange grew by 16%, driven primarily by new inventory in entertainment, retail, and health locations.
Video ads accounted for nearly half of all programmatic OOH spend on video-enabled screens. And 15 seconds remained the most common duration for video ads at 62% of all video campaign spend.
Private marketplace (PMP) deals continue to dominate programmatic OOH transactions, representing 96% of spend on the platform. Among these, Custom PMPs accounted for 62%, while Always-on PMPs grew to 29% as buyers leaned into the ease of activation they provide. Programmatic Guaranteed (PG) deals more than doubled in share to 5%, pointing to increasing demand for guaranteed delivery with the flexibility and automation of programmatic buying.
Programmatic OOH continues to uniquely deliver high-impact, unmissable creatives in the real world, backed by advanced targeting and measurement capabilities. The ongoing growth in screen counts, video adoption, and deal sophistication reflects a broader shift that signals DOOH is no longer a siloed channel, but increasingly becoming integrated into omnichannel strategies.
Download the full report here.
Published: August 4, 2025