Credit: WOO
The World Out of Home Organisation (WOO), the global trade body representing the Out-of-Home advertising industry internationally, has launched the first global measurement of programmatic DOOH advertising spend.
Programmatic digital out-of-home (pDOOH) advertising generated close to $1.4 billion in revenue globally over 2025, equivalent to 7% of total DOOH expenditure, according to the WOO global study.
The study conducted over 2025, was done in collaboration with 11 leading supply-side platforms (SSPs): Broadsign, DAX (Global), Hivestack by Perion, Liveboard, Moving Walls, Place Exchange, Pladway, Polygon, Ströer, Taggify, Vistar Media and VIOOH.
All data used for the measurement was submitted confidentially by participating SSPs directly to PwC, which independently aggregated the results.
"Eleven SSPs, operating in different markets and in different ways, came together to submit data under a shared framework, allowing us to aggregate a truly global view for the first time," said Gideon Adey, measurement consultant at WOO, GUROOH Ltd.
"The methodology is rigorous, the confidentiality protections are robust, and the numbers have been independently verified.
The study found the Americas had the highest pDOOH penetration at 14.2%, with $670m in pDOOH spend.
WOO said this result reflected the maturity of the US market and the established presence of OOH-focused programmatic infrastructure in that region.
EMEA recorded 9.4% penetration, with $521m in pDOOH spend, a result WOO attributed to the strong adoption of programmatic infrastructure across Western Europe.
APAC, despite representing the world's largest DOOH market by total spend, recorded the lowest pDOOH penetration at 1.7%, with just $149m in spend.
The study also found a clear split in how pDOOH is transacted, with OOH-specific DSPs accounting for 65.5% of global spend at $877m, while omni-channel DSPs such as The Trade Desk and Google DV360 accounted for 34.5%, with $463m in spend over 2025.
WOO said the result reflected growing appetite among mainstream digital media buyers to include pDOOH in their plans.
"This is a landmark moment for the OOH industry," said Charles Parry-Okeden, global lead, audience and data, and VP at WOO.
"For the first time, we have an independently verified, globally consistent measure of programmatic DOOH spend and what it reveals is both significant and encouraging.
"$1.339 billion in 2025 confirms that pDOOH has well and truly arrived, but it also tells us that the vast majority of the opportunity still lies ahead. WOO's role is to convene, to build standards, and to advocate with evidence. This study does all three."
Dan Bunyan, partner and strategy at the PwC Network, said pDOOH was sitting at the intersection of technology, media and creativity.
"As the market continues to scale and evolve, this study provides an important benchmark for the global market, helping the industry track its development as it scales, matures and continues to evolve," said Bunyan.
"By bringing greater clarity to the momentum behind pDOOH, we hope it will support continued investment, innovation and confidence across the ecosystem.
"This study is the first of its kind, with global ambition and depth of cross-industry and cross-market collaboration."
The study will now run annually, with future editions adding regional and country-level breakdowns by format and advertiser category.
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