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.

• $1.339bn

  Global pDOOH adspend · full year 2025

• 7.0%

  Share of total global DOOH spend

• 12

  SSP participants

• 40+

  Markets covered

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.

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.

About the study

The WOO Global pDOOH Expenditure Study 2026 covers full-year 2025 pDOOH revenue transacted via SSP platforms. Revenue data was submitted directly and confidentially by twelve participating SSPs to PricewaterhouseCoopers LLP (PwC) for independent aggregation. PwC’s role was limited to aggregating and sense-checking data submitted by participants. PwC did not audit, verify, review or assure the accuracy of individual SSP submissions, and has not expressed any opinion on the reliability or completeness of the data received. All figures are indicative market estimates. Country-level data is subject to a minimum of three SSP submission threshold; where this threshold is not met, data is included in regional and global totals but not disclosed at individual country grain.

Report 1: Geography & Country Rankings is available from 14 September 2026. Report 2: Verticals, DSP & Transaction Analysis will be published in due course. Study enquiries: Charles Parry-Okeden, VP & Global Lead, Audience Measurement & Data — charles@executivechannelnetwork.com.