Mumbai: The World Out of Home Organization (WOO) has released its latest Global Expenditure Report, revealing that global OOH media spend reached $46.2 billion USD in 2024, representing 4.8% of global ad expenditure (ADEX). This marks a 10% increase over 2023 and the highest annual spend ever recorded for the medium. The report forecasts further growth to $49.8 billion USD in 2025, reinforcing OOH’s enduring relevance and upward trajectory in a digital-dominated advertising world.
Covering 85 unique territories that account for 95% of global GDP and 79% of the world’s population, the report is the most comprehensive global study of OOH expenditure to date.
Regionally, APAC leads the way, contributing $22.8 billion (49%) of global OOH spend—well above its 40% share of global GDP. North America ($9.7bn), Europe ($9.5bn), LATAM ($2.7bn), and Africa ($1.4bn) trail behind in share, though under-reporting remains a challenge in certain African markets.
Digital Out of Home (DOOH) continues to be the main driver of OOH growth, with global DOOH spend reaching $17.9 billion in 2024—39% of total OOH revenues. Regional DOOH penetration varies, with APAC (41.6%) and Europe (40.8%) surpassing the global average, while North America (34.4%), LATAM (31.1%), and Africa (24.4%) lag slightly.
Top-performing DOOH markets include:
- Australia – 74% of OOH revenue from DOOH
- UK – 66%
- China and Brazil – 46% each
- South Korea – 44%
Programmatic DOOH is also on the rise, with global spend reaching $1.7 billion USD in 2024, accounting for 9.4% of DOOH revenues. It is expected to grow to $2.2 billion (10.9%) in 2025, though data inconsistencies across markets may mean this figure is under-represented.
Tom Goddard, President of WOO, stated, “Accurate information is the bedrock of successful media and our Global Expenditure Report is the biggest and most accurate for the medium. It shows that OOH is still growing—even in a media world dominated by the internet—and we are increasing our share against other legacy media too.”
This record-breaking year positions OOH media as not only resilient but also increasingly innovative, with digital and programmatic formats propelling its expansion across both emerging and mature markets.
