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An independently aggregated study measuring programmatic digital out-of-home advertising revenue found that the global market reached $1.339bn (£0.99bn) in 2025
The World Out of Home Organization (WOO) has published its inaugural Global pDOOH Expenditure Study 2026, revealing that global programmatic digital out-of-home (pDOOH) advertising reached $1.339bn (£0.99bn) in 2025.
According to the study, the market for automated and dynamic out-of-home (OOH) advertising now represents 7.0% of total global DOOH advertising spend.
The study, independently aggregated by PricewaterhouseCoopers (PwC), covers more than forty markets across the Americas, EMEA, and Asia-Pacific, aiming to represent the first credible, supply-side measure of pDOOH revenue at global scale.
Charles Parry-Okeden, vice president and global lead, Audience Measurement & Data, for WOO, says: “This study marks a genuine first for our industry – a credible, independently aggregated baseline for programmatic DOOH at global scale.
“The headline figure of $1.339bn matters, but the structural insights are equally compelling: the stark divergence between volume and penetration, the scale of the untapped opportunity in Eastern Asia, and the dominance of PMP as the transaction model of choice. For the first time, the global pDOOH market has a benchmark it can build from.”
Regional findings suggested that the US remains the world's largest pDOOH market by volume, but with pDOOH still accounting for only 15.9% of total DOOH advertising spend.
By comparison, Germany leads globally on a penetration rate at 31.8%, nearly double the US rate. Western Europe as a whole holds a 21.3% penetration rate, but still represents less advertising spend by volume in comparison to the US market.
Belgium and France also rank in the top five by programmatic penetration with 25.5% and 16.7% respectively, which WOO says demonstrates “that absolute market scale and programmatic adoption do not necessarily advance in lockstep.”
Eastern Asia, comprising of Japan, South Korea, and Mainland China, holds a $7.3bn (£5.4bn) DOOH advertising base, but with just 0.6% of pDOOH penetration. WOO highlights this as representing “the single largest structural growth opportunity in global programmatic out-of-home (OOH).”
Twelve supply-side platforms participated in the study, each one submitting confidential, market-level revenue data directly to PwC for independent aggregation. The full report can be accessed on the World Out of Home website.
Tom Goddard, president of WOO adds: “WOO exists to advance the OOH industry globally – and that requires credible data. The level of SSP participation in this inaugural study, with twelve platforms submitting confidential revenue data directly to PwC, is a testament to the industry's commitment to transparency.
“I congratulate all our SSP partners and thank PwC for their professionalism as independent aggregator. This is a landmark moment for the measurement of our industry.”
