DOOH Advertising

Programmatic DOOH maturing as an industry

Generated by AI/Adobe Stock

September 21, 2026

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The programmatic digital out-of-home market is maturing and no longer limited to a small group of early adopters. The pDOOH advertiser base reflects a channel that has proven its value across a wide range of business contexts and use cases — a clear sign of a maturing market.

That's a prime finding of Broadsign's "2026 Programmatic DOOH Trends Report," a global snapshot of programmatic digital out-of-home activity.

Top spending advertiser categories are led with food and drink, at 18.5%, followed by shipping at 11.8%, according to a press release on the report.

Personal finance (10.5%) and technology (8.9%), the third- and fourth-largest categories, together accounted for nearly a fifth of all programmatic DOOH spend last year.

Outdoor accounted for nearly half (48.4%) of all 2025 spend. Retail (18.5%) also occupies a distinct position in the mix thanks to its proximity to real-world purchase decisions. Transit (12.7%) and entertainment (10.4%) venues followed.