Mumbai: The World Out of Home Organization (WOO) has unveiled the findings of the world’s first independently aggregated global study measuring programmatic Digital Out-of-Home (pDOOH) advertising expenditure, revealing that the channel generated approximately $1.4 billion in revenue globally in 2025, accounting for 7% of total Digital Out-of-Home (DOOH) ad spend worldwide.
The landmark study was officially launched during the WOO Annual Congress in London and developed in collaboration with 11 leading Supply-Side Platforms (SSPs) globally. Participating SSPs confidentially submitted revenue data directly to PricewaterhouseCoopers (PwC), which independently aggregated and analysed the results.
The initiative marks a significant milestone for the Out-of-Home advertising industry, introducing a standardised and independently validated framework for measuring global programmatic DOOH investment and establishing a benchmark for future reporting.
According to the study, the Americas emerged as the leading region for pDOOH penetration at 14.2%, representing $670 million in ad spend, supported by a mature US market and established programmatic infrastructure. EMEA recorded 9.4% penetration with $521 million in spend, reflecting strong adoption across Western Europe. Meanwhile, APAC generated $149 million with 1.7% penetration, highlighting substantial growth opportunities as digital infrastructure and programmatic adoption continue to evolve across the region.
The report also revealed that OOH-specific Demand-Side Platforms (DSPs) accounted for 65.5% of global pDOOH expenditure, equivalent to $877 million, while omni-channel DSPs represented 34.5%, contributing $463 million, indicating growing participation from mainstream digital media buyers integrating pDOOH into broader media strategies.
Commenting on the findings, Charles Parry-Okeden, Global Lead – Audience & Data and VP, World Out of Home Organization, said, “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.”
Highlighting the collaborative nature of the initiative, Gideon Adey, WOO Measurement Consultant, GUROOH Ltd, said, “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.”
Sharing PwC’s perspective on the findings, Dan Bunyan, Partner, Strategy& (Part of the PwC Network), said, “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.”
The inaugural study establishes a foundational benchmark for global pDOOH measurement. WOO stated that future editions will introduce more detailed regional and country-level analysis, advertiser and format segmentation, and more frequent reporting cycles to offer deeper market intelligence.
Participating SSPs in the study included Broadsign, DAX (Global), Hivestack by Perion, Liveboard, Moving Walls, Place Exchange, Pladway, Polygon, Ströer, Taggify, Vistar Media, and VIOOH.
Through this initiative, WOO aims to strengthen transparency, improve market measurement standards, and support continued investment and innovation across the evolving global Out-of-Home advertising ecosystem.
