The Spaces We Share, the Ads We See: How DOOH is Changing the UK Media Mix

Step into a coworking space in London or Manchester, and you might notice a quiet shift in how brands are showing up. A screen by the lift plays a Monzo campaign or a Samsung ad whilst you wait in the final moments of peace before your busy day begins. It is not loud or intrusive. It blends into the environment, part of the everyday. This is the changing face of digital out of home advertising in the UK, and FRAMEN is one of the platforms helping it take shape.

DOOH has moved beyond the traditional billboard. According to the DPAA’s UK Omnichannel Study 2025, DOOH now makes up 66% of all OOH advertising spend in the UK, valued at £1.4 billion, and it is not slowing down. Nearly 60% of advertisers are planning to increase their spend this year and it’s no wonder when OOH is still the only advertising platform reaching over 90% of the UK population.

However, driving that growth is not just better screens or flashy technology, it’s the shift in where and how those screens are placed. FRAMEN, for example, focuses on indoor locations with a qualified audience such as, coworking environments and premium gyms like 1Rebel. Spaces where people are already engaged and alert. These are not passive audiences walking by; they are professionals in shared environments, often spending hours a day in the same space and that makes a difference. It is an integral touchpoint on the buyer's journey and influences consumers much more than we realise. 

Some key takeaways from these reports are:

• Programmatic buying is becoming standard in DOOH advertising, using data to automate ad placement.
  
  
• In 2025, 1 in 3 pounds spent on UK DOOH is expected to be programmatic, rising to 41% by 2026 (Billups).
  
  
• Programmatic allows real-time campaign adjustments based on time, location, or local events, making ads more relevant.
  
  
• Context and authenticity are key, as consumers unconsciously filter out irrelevant ads but engage with those that resonate personally (Talon).
  
  
• 90% of marketers believe programmatic DOOH offers greater innovation opportunities versus Social Media (83%) and Display (81%) (VIOOH State of the Nation Report, 2024)
  
  

So this is your sign to revaluate DOOH spend now, because the data doesn’t lie.

It’s not just about automation, though. It’s about relevance. More than half of UK advertisers now use real-time triggers to adjust messaging. These might be practical, such as weather, traffic, or time of day. Alternatively, they might be contextual in keeping with, for example, live news. In shared spaces like those where FRAMEN operates, that kind of responsiveness helps campaigns connect more naturally with daily life and if we can remember from previous blogs and events, authenticity is the word of the year in advertising. 

DOOH is becoming part of a bigger picture. The DPAA report shows that 88% of UK advertisers no longer see DOOH as a standalone medium.

OOH is evolving to meet growing expectations of advertisers and consumers, with more emphasis on data-driven, impactful, and creative engagements. This trend of integrating DOOH into broader media plans signals its expanding role as an essential touchpoint in omnichannel campaigns.

There is still progress to be made, but with better measurement tools, increased education on capabilities, and easier platform integration, DOOH is evolving to become more contextual, data-informed, and naturally embedded in real environments.

And that brings us back to the screen in the coworking kitchen or gym changing rooms. It is not just an ad on a wall, it is part of the space we are in and part of the media mix we are now coming to expect. Quiet, authentic, timely, and right where it needs to be.

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