DOOH Advertising

Global programmatic DOOH market hit $1.34B in 2025

Generated by AI/Adobe Stock

September 18, 2026

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Global programmatic digital out-of-home advertising reached $1.34 billion in full-year 2025, representing 7% of total global DOOH spend.

That's a top finding from a World Out of Home Organization study independently aggregated by PricewaterhouseCoopers LLP, according to a press release.

"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 and global lead, audience measurement and data, World Out of Home Organization, said in the release.

The United States accounts for $545.5 million 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.

Eastern Asia 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.