Embrace Dynamic Growth: DOOH-Positive Evolution Across the Nordics!

For those accustomed to traditional Out-of-Home (OOH) advertising with static billboards and broad reach, a dynamic shift is underway. Digital Out-of-Home (DOOH) is experiencing substantial expansion across the Nordic region, supported by considerable investment in digital infrastructure and a continually developing landscape. This represents a significant progression for impactful advertising.

Positive Trends Across the Nordics 

The evidence highlights a clear shift:

• In Norway, the OOH market has seen its digital share double since 2020, indicating a notable change in advertiser preference.

• Sweden has witnessed DOOH's portion of the total OOH market grow from 36% to over 41% in just a few years.

• The digital share of OOH advertising revenue in Finland is estimated to be around 60-70% and is expected to continue growing.

• Even traditional regulatory frameworks are adapting to create new possibilities. Key municipalities in Denmark, are now welcoming slow-moving digital ads. In Stockholm, the busiest commuter and subway stations are set to convert their static sites to dynamic DOOH in 2026 and in Finland, many outdoor advertising space competitions are already focused primarily on digital media.

Beyond Broad Reach – Towards Smarter, Targeted Engagement 

While OOH has long been a valuable channel for extensive reach, DOOH, and particularly Programmatic DOOH (pDOOH), enhance its capabilities. We are moving beyond general impressions to precise targeting and flexibility, enabling you to support objectives further along the sales journey. 

Discover the Advantages of pDOOH: 

pDOOH is gaining traction across all Nordic countries, providing advertisers with intelligent, adaptable campaign management: 

• Enhanced Control: Utilize a DSP to select the specific screens for your ads, managing all your digital campaigns from a single, intuitive interface. 

• Flexible Budgeting: Move past rigid commitments! pDOOH offers freedom from fixed budgets, allowing campaigns to run with financial plans previously challenging for traditional OOH. 

• Data-Informed Precision: Leverage sophisticated data to enable audience-targeted purchases on DOOH. This audience-centric approach allows for seamless integration with mobile and other digital channels. 

• Optimize for Effectiveness: Analyze anonymized device IDs and geographical location data to understand your target audience's movement patterns. This intelligence helps direct your ads to screens with a higher concentration of your desired audience, increasing relevance and engagement. 

Measurement for Your Campaigns

Measurement tools like footfall (visitor traffic) and brand lift analysis provide concrete evidence of your campaign's effectiveness. Footfall measurements quantify actual exposure by tracking how many people pass by or stop at locations displaying your ads. This helps you understand real-world engagement and refine strategies for physical traffic. 

How Will You Embrace This Opportunity?

The growth of DOOH has created a dynamic advertising landscape. To truly distinguish your brand, a smart, agile strategy is beneficial. Imagine amplifying your presence around a specific event or store, or dynamically adjusting your content to align perfectly with each location's unique context. 

The future of OOH is digital, dynamic, and data-driven. Are you ready to lead the way in the Nordics? 

• Denmark: Heidi Simonsen, Senior print & OOH specialist at [email protected] 

• Finland:  Sanna Ikonen, Print and Outdoor Senior Specialist, at [email protected] 

• Norway: Petter Samson, Head of Out of Home, at [email protected] 

• Sweden: Linda Oberg, Group manager Print & OOH, at [email protected]