Global pDOOH spend reaches $1.4bn

The Americas recorded the highest level of pDOOH penetration, with programmatic transactions accounting for 14.2 percent of regional DOOH expenditure.

Programmatic digital out-of-home (pDOOH) advertising generated approximately $1.4 billion in global revenue during 2025, accounting for 7 percent of total digital out-of-home (DOOH) expenditure, according to the first independently aggregated global study commissioned by the World Out of Home Organization (WOO).

The study, launched during the WOO Annual Congress in London, was conducted in collaboration with 11 supply-side platforms (SSPs). Revenue data was submitted confidentially by participating companies and independently aggregated by PricewaterhouseCoopers (PwC).

First global benchmark for programmatic OOH

The research addresses a longstanding gap in the out-of-home industry, which has lacked a consistent global measurement of programmatic advertising spend. By establishing a common methodology across multiple SSPs, the study provides a baseline for future analysis of the sector.

WOO said future editions will include more detailed reporting, with greater geographic, format and channel-level insights, alongside more frequent updates.

Americas lead adoption

The Americas recorded the highest level of pDOOH penetration, with programmatic transactions accounting for 14.2 percent of regional DOOH expenditure. The report attributes this performance to the maturity of the US market and established programmatic infrastructure.

EMEA followed with a penetration rate of 9.4 percent, reflecting growing adoption across Western Europe. Asia-Pacific, despite being the world's largest DOOH market by overall spend, recorded pDOOH penetration of 1.7 percent, highlighting significant growth potential as digital infrastructure and programmatic trading continue to develop.

Specialist platforms dominate spend

The study found that OOH-focused demand-side platforms (DSPs) accounted for 65.5 percent of global pDOOH expenditure, equivalent to approximately $877 million.

Omni-channel DSPs, including The Trade Desk and Google DV360, represented the remaining 34.5 percent, or around $463 million. According to the report, this reflects increasing interest from digital media buyers in incorporating pDOOH into broader advertising strategies.

Industry sees opportunity for growth

Charles Parry-Okeden, Global Lead — Audience & Data and VP, World Out of Home Organization: "This is a landmark moment for the OOH industry. For the first time, we have an independently verified, globally consistent measure of programmatic DOOH spend — and what it reveals is both significant and encouraging. $1.339 billion in 2025 confirms that pDOOH has well and truly arrived, but it also tells us that the vast majority of the opportunity still lies ahead. WOO’s role is to convene, to build standards, and to advocate with evidence. This study does all three."

Gideon Adey, WOO Measurement Consultant, GUROOH Ltd: "What makes this study genuinely unique is not just the figure itself, but how it was produced. Eleven SSPs, operating in different markets and in different ways, came together to submit data under a shared framework, allowing us to aggregate a truly global view for the first time. The methodology is rigorous, the confidentiality protections are robust, and the numbers have been independently verified. This is the foundation on which we now build — progressively adding geographic depth, granularity by format and channel, and a more frequent reporting cadence in the years ahead."

Study sets baseline for future reporting

Dan Bunyan, Partner, Strategy& (Part of the PwC Network): "pDOOH is a fast growing and dynamic sector, sitting at the intersection of technology, media and creativity. As the market continues to scale and evolve, this study provides an important benchmark for the global market, helping the industry track its development as it scales, matures and continues to evolve. By bringing greater clarity to the momentum behind pDOOH, we hope it will support continued investment, innovation and confidence across the ecosystem. This study is the first of its kind, with global ambition and depth of cross-industry and cross-market collaboration."

According to WOO, future editions of the study will expand to include regional and country-level analysis, advertiser category breakdowns and additional format-specific data. The organisation is also encouraging more SSPs to participate in future reporting cycles to improve industry-wide visibility.

www.worldooh.org

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