US leads global pDOOH spending, report

Independently aggregated by PricewaterhouseCoopers LLP (PwC), the study covers more than 40 markets across the Americas, EMEA and Asia-Pacific.

Global programmatic Digital Out-of-Home (pDOOH) advertising generated an estimated $1.339 billion in 2025, accounting for 7.0 percent of total worldwide DOOH advertising expenditure, according to the World Out of Home Organization’s (WOO) inaugural Global pDOOH Expenditure Study.

It uses confidential revenue data submitted by 12 supply-side platforms (SSPs) and provides a supply-side measure of pDOOH expenditure at global scale.

US leads global pDOOH spending while Germany tops penetration

The United States recorded the largest pDOOH expenditure at $545.5 million. Its 15.9 percent programmatic penetration rate, however, was below Germany’s 31.8 percent, the highest among the major markets covered by the study.

Belgium recorded 25.5 percent penetration, while France reached 16.7 percent. The figures show differences between the absolute size of a market’s pDOOH expenditure and the proportion of its DOOH activity conducted programmatically.

Eastern Asia, comprising Japan, South Korea and Mainland China, had a combined DOOH advertising base of $7.3 billion but pDOOH penetration of just 0.6 percent.

Charles Parry-Okeden, VP & Global Lead, Audience Measurement & Data, World Out of Home Organization: "This study marks a genuine first for our industry — a credible, independently aggregated baseline for programmatic DOOH at global scale. The headline figure of $1.339 billion 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."

Eastern Asia emerges as a major pDOOH growth opportunity

The study identifies Eastern Asia as the largest structural opportunity for increasing programmatic adoption based on the size of its DOOH market and its current penetration rate.

The report also highlights other market differences, including New Zealand’s position as the sixth-highest market globally by pDOOH penetration and the concentration of African pDOOH expenditure in South Africa.

Gideon Adey, Principal, GUROOH: "The rigour of this study begins with its methodology. By working with PwC as independent aggregator and applying consistent parameters across all twelve SSP submissions, we have produced a dataset the industry can rely on. The findings challenge assumptions — Germany’s extraordinary penetration rate, New Zealand ranking sixth globally, and the concentration of African pDOOH spend in South Africa — and that is precisely what a credible global benchmark should do."

PMP transactions account for 75.7 percent of global pDOOH

Private Marketplace (PMP) transactions accounted for 75.7 percent of global pDOOH expenditure, equivalent to $1.014 billion. The figure indicates that most programmatic DOOH transactions covered by the study took place through structured marketplaces involving selected buyers and sellers rather than open exchanges.

Out-of-Home-specialist demand-side platforms (DSPs) accounted for 65.5 percent of global pDOOH expenditure, or $877 million. Platforms identified in the study include Broadsign, DAX, Vistar Media, VIOOH and Hivestack by Perion.

Tom Goddard, President, World Out of Home Organization: "WOO exists to advance the Out of Home industry globally, and that requires credible data. The level of SSP participation in this inaugural study — 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."

The study covers full-year 2025 pDOOH revenue transacted through SSP platforms. PwC aggregated and sense-checked the submitted data but did not audit, verify, review or assure the accuracy of individual submissions.

Country-level figures are subject to a minimum threshold of three SSP submissions. Where that threshold was not met, data was incorporated into regional and global totals but was not disclosed at individual country level. All figures are therefore presented as indicative market estimates.

www.worldooh.org

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