WOO Global pDOOH Expenditure Study 2026

World Out of Home Organization · September 2026 · Two reports · Full year 2025

The WOO Global pDOOH Expenditure Study 2026 is the first credible, supply-side measure of programmatic Digital Out-of-Home (pDOOH) advertising revenue at global scale. Twelve SSP platforms submitted confidential, market-level revenue data directly to PricewaterhouseCoopers LLP, which aggregated it independently — no individual operator figures are disclosed, and the results are indicative whole-market estimates covering more than forty markets across the Americas, EMEA and Asia-Pacific.

The headline: global pDOOH reached $1.339 billion in 2025, 7.0% of all DOOH spend. Behind that figure sits a market that looks very different depending on where you stand. The United States is the largest market by volume, yet Germany leads the world on programmatic penetration at 31.8%. Eastern Asia holds a $7.3bn DOOH base at just 0.6% programmatic take-up. And three-quarters of all global pDOOH spend is transacted through Private Marketplace deals rather than open auction — a channel that still trades on expertise and relationships, not digital’s playbook.

The Study is published as two reports, both free to read. Report 1: Geography & Country Rankings maps where the spend sits — the markets leading by volume, the very different markets leading by penetration, and the structural opportunities in between. Report 2: Verticals, DSP & Transaction Analysis shows how that spend flows — through which advertiser categories, which platform types and which deal structures. Together they give the industry something it has not had before: a complete, independently aggregated account of how programmatic DOOH is traded.

$1.339bnGlobal pDOOH adspend · full year 2025
7.0%Share of total global DOOH spend
75.7%Private Marketplace share of spend
12SSP participants · 40+ markets

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. This is a landmark moment for the measurement of our industry. — Tom Goddard, President, World Out of Home Organization

Both reports are free to read. Register once and we’ll email you download links for Report 1 and Report 2.

Report 1 of 2 · Published 14 September 2026

Geography & Country Rankings

Report 1 establishes the geographic distribution of the market’s $1.339 billion in global pDOOH adspend: which countries and regions lead by volume, which lead by penetration, and where the largest structural growth opportunities lie.

Americas — $667m, 14.1% penetration. The USA ($545.5m) is the world’s largest pDOOH market by volume; Canada ranks fifth globally at $73.1m.
EMEA — $521m, 9.4% penetration. Germany leads globally on penetration at 31.8% — nearly double the USA. Belgium (25.5%) and France (16.7%) also rank in the top five.
Asia-Pacific — $151m, 1.7% penetration. ANZ accounts for 61% of APAC spend; Eastern Asia sits on a $7.3bn DOOH base at just 0.6% pDOOH take-up — the single largest structural growth opportunity in global programmatic OOH.

Read the Report 1 announcement

Report 2 of 2 · Published 22 September 2026

Verticals, DSP & Transaction Analysis

Report 2 draws on the same dataset to examine the structural mechanics of global pDOOH trading — how the spend flows, through which advertiser categories, which platform types and which deal structures. The numbers show a channel that did not scale by following digital’s playbook.

Private Marketplace dominates — 75.7% of spend. pDOOH is a premium, relationship-driven channel transacted through structured, invited deals rather than open exchange.
OOH-specialist DSPs hold 65.5% of spend versus omni-channel platforms, underscoring the continued importance of sector-specific expertise.
Retail, Finance and Business & Industrial lead the advertiser vertical rankings; Consumer Electronics’ 72% omni-channel share shows sophisticated advertisers already integrating pDOOH into cross-platform campaigns.

Read the Report 2 announcement

Ready to read the Study? Register for free access and both reports will be emailed to you as PDF downloads.

WOO Global pDOOH Expenditure Study 2026 · Two reports · Independently aggregated by PricewaterhouseCoopers LLP · Figures are indicative market estimates