Global OOH ad spend rises to $54.2 billion

Asia-Pacific continued to account for the largest share of global OOH spending

Global spending on out-of-home (OOH) advertising reached USD 54.2 billion in 2025, an increase of 15 percent compared with 2024, according to the Global Out of Home Expenditure Report 2026 published by the World Out of Home Organization (WOO).

The report, based on responses from more than 100 contributors across 85 territories representing 95 percent of global GDP, forecasts global OOH expenditure will increase to USD 56.4 billion in 2026. OOH accounted for 5.1 percent of total global advertising expenditure in 2025.

APAC remains the largest OOH market

Asia-Pacific continued to account for the largest share of global OOH spending, with expenditure of USD 29.7 billion, representing around 55 percent of the global market. North America followed with USD 10.3 billion, ahead of Europe at USD 10.2 billion, Latin America at USD 2.9 billion and Africa at USD 1.2 billion.

China remained the world's largest OOH market with spending of USD 18.2 billion, followed by the United States at USD 9.5 billion and Japan at USD 3.2 billion. The United Kingdom, Germany, France, Brazil, South Korea, Australia and Italy completed the top 10 markets.

Among the leading markets, Brazil, China and South Korea recorded the strongest growth in OOH's share of total media expenditure.

Digital OOH continues to expand

Digital out-of-home (DOOH) advertising generated USD 25.5 billion in 2025, accounting for 47 percent of total OOH revenue worldwide. The report forecasts DOOH expenditure will increase to USD 28 billion in 2026, representing 49 percent of the market and placing it on course to exceed static OOH for the first time.

Regional adoption of DOOH varies significantly. Asia-Pacific leads with digital accounting for 55.7 percent of OOH revenue, followed by Europe at 41.3 percent, North America at 36.9 percent, Latin America at 27.7 percent and Africa at 18.0 percent.

Programmatic DOOH generated USD 2.1 billion globally in 2025, representing 8.4 percent of total DOOH revenue. WOO said it has launched an independently audited survey of leading global supply-side platforms in partnership with PwC to improve the consistency of programmatic measurement across markets.

Report expands global industry data

The report is based on a continuous dataset dating back to 2019, allowing the industry to track OOH investment alongside economic conditions and the continued growth of digital formats.

Tom Goddard, president of WOO: "Any industry needs up to date, accurate numbers to compete and thanks to the diligent work of our Measurement Gurooh, Gideon Adey, we are now able to publish that for the entire global Out of Home industry. Thanks, of course, are also due to the many media owners, media agencies and OOH associations, who contribute generously and collaboratively to this herculean data collection project.

"We now have irrefutable evidence of a mature legacy medium making its way progressively in the digital age, enabling us to face whatever challenges the future will undoubtedly bring."