News

The World Out of Home Organization (WOO) today publishes the inaugural WOO Global pDOOH Expenditure Study 2026, revealing that global programmatic Digital Out-of-Home (pDOOH) advertising reached $1.339 billion in full-year 2025 — representing 7.0% of total global DOOH advertising spend. The study, independently aggregated by PricewaterhouseCoopers LLP (PwC), covers more than forty markets across the Americas, EMEA, and Asia-Pacific, and represents the first credible, supply-side measure of pDOOH revenue at global scale.

“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.”

Charles Parry-Okeden  ·  VP & Global Lead, Audience Measurement & Data, World Out of Home Organization

Regional Findings
Americas

$667m · 14.1% penetration

USA ($545.5m) is the world's largest pDOOH market by volume. Canada ranks fifth globally at $73.1m and 15.0% penetration.

EMEA

$521m · 9.4% penetration

Germany leads globally on penetration rate at 31.8% — nearly double the USA. Western Europe accounts for $346.7m at 21.3% penetration.

Asia-Pacific

$151m · 1.7% penetration

ANZ ($92.3m) accounts for 61% of all APAC spend. Eastern Asia sits on a $7.3bn DOOH base at just 0.6% pDOOH take-up.

Key Findings
Volume and penetration tell different stories

The United States accounts for $545.5m of global pDOOH spend — the largest single market by a wide margin — yet its penetration rate of 15.9% trails Germany's 31.8%, the highest of any major market globally. Belgium (25.5%) and France (16.7%) also rank in the top five by programmatic penetration, demonstrating that absolute market scale and programmatic adoption do not necessarily advance in lockstep.

STRUCTURAL INSIGHT   Eastern Asia — comprising Japan, South Korea, and Mainland China — holds a $7.3 billion DOOH advertising base operating at just 0.6% pDOOH penetration. This represents the single largest structural growth opportunity in global programmatic Out-of-Home.

PMP dominates globally — everywhere

Private Marketplace (PMP) transactions account for 75.7% ($1.014bn) of all global pDOOH spend, confirming that programmatic DOOH is largely transacted through structured, invited auctions between selected buyers and sellers rather than open exchange. OOH-specialist DSPs account for 65.5% of global spend ($877m), led by platforms including Broadsign, DAX, Vistar Media, VIOOH, and Hivestack by Perion.

“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.”

Tom Goddard  ·  President, World Out of Home Organization

“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.”

Gideon Adey  ·  Principal, GUROOH

SSP Partners & Acknowledgements
WOO acknowledges and thanks the twelve supply-side platforms whose participation made this study possible. Each SSP submitted confidential, market-level revenue data directly to PricewaterhouseCoopers LLP for independent aggregation — without their trust and commitment to market transparency, this benchmark could not exist. SSP participants are named and acknowledged in full in the published report.

WOO also acknowledges the contribution of Gideon Adey, Principal of GUROOH, whose expertise in pDOOH measurement methodology was instrumental in the design of this study, and PricewaterhouseCoopers LLP, whose role as independent aggregator provides the foundation of credibility on which this benchmark rests.

ACCESS THE REPORT HERE: https://worldooh.org/global-pdooh-market