The World Out of Home Organization (WOO) has announced the results of the first ever independently aggregated global study of programmatic Digital Out-of-Home (pDOOH) advertising spend, revealing that the channel generated approximately $1.4 billion (€1.2bn) in revenue globally in 2025, equivalent to 7% of total DOOH expenditure.
image: Charles Parry-Okeden, World Out of Home Organization
The study, launched last Thursday at the WOO Annual Congress in London, was
conducted in collaboration with 11 leading Supply-Side Platforms (SSPs) from across the world. All data was submitted confidentially by participating SSPs directly
to PricewaterhouseCoopers (PwC), who independently aggregated the data.
The initiative represents a critical step forward for the OOH industry, which has long
lacked a consistent global measure of programmatic spend.
The Americas leads all regions in pDOOH penetration at 14.2%, driven by the maturity
of the US market and the established presence of OOH-focused programmatic infrastructure. EMEA follows at 9.4%, reflecting strong adoption across Western
Europe. APAC, despite representing the world's largest DOOH market by total spend, records the lowest pDOOH penetration at 1.7%, pointing to significant
untapped growth potential as digital infrastructure and programmatic adoption accelerate across the region.
The study also reveals a clear split in how
pDOOH is transacted: OOH-specific DSPs account for 65.5% of global spend ($877m/€760m), while omni-channel DSPs such as The Trade Desk and Google
DV360 account for 34.5% ($463m/€410m), a figure that underscores the growing appetite among mainstream digital media buyers to include pDOOH in their plans.