WOO launches world-first global measure of Programmatic DOOH Advertising Spend
The World Out of Home Organisation (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 in revenue globally in 2025; equivalent to 7% of total DOOH expenditure.
The study, launched at the WOO Annual Congress in London, was conducted in collaboration with eleven (11) leading Supply-Side Platforms (SSPs) from across the world. All data was submitted confidentially by participating SSPs directly to PricewaterhouseCoopers (PwC), which independently aggregated the data.
“This is a landmark moment for the OOH industry. 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,” says Charles Parry-Okeden, Global Lead – Audience & Data and VP, World Out of Home Organization.
WOO says the initiative represents a critical step forward for the OOH industry, which has long lacked a credible, consistent global measure of programmatic spend. By bringing together competing SSPs under a shared methodology, WOO has established a robust baseline that will be built upon in future editions to deliver increasingly granular and frequent data.
KEY FINDINGS — 2025 GLOBAL pDOOH ADSPEND
| Americas
14.2% penetration $670m pDOOH adspend |
EMEA
9.4% penetration $521m pDOOH adspend |
APAC
1.7% penetration $149m pDOOH adspend · Significant growth headroom |
| OOH-Specific DSPs 65.5% $877m
e.g. Hivestack, Broadsign, Vistar Media, VIOOH |
Omni-channel DSPs 34.5% $463m
e.g. The Trade Desk, DV360 — growing mainstream adoption |
The Americas lead all regions in pDOOH penetration at 14.2%, driven by the US market’s maturity 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), while omni-channel DSPs such as The Trade Desk and Google DV360 account for 34.5% ($463m) — a figure that underscores the growing appetite among mainstream digital media buyers to include pDOOH in their plans.
Gideon Adey, WOO Measurement Consultant, GUROOH Ltd, says, “What makes this study genuinely unique is not just the figure itself, but how it was produced. 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. The methodology is rigorous, the confidentiality protections are robust, and the numbers have been independently verified. This is the foundation on which we now build — progressively adding geographic depth, granularity by format and channel, and a more frequent reporting cadence in the years ahead.”
The WOO Global pDOOH Expenditure Study was prepared by the World Out of Home Organization to provide an aggregate view of pDOOH revenues globally in 2025. Data was independently aggregated by PricewaterhouseCoopers LLP (PwC). Key methodological principles:
- 11 SSPs participated in the study, with revenue data confidentially submitted to and aggregated by PricewaterhouseCoopers (PwC) . No individual operator figures are disclosed at any point
- PwC performed a series of sense-checks to assess the consistency, completeness and reasonableness of the data submitted.
- PwC has not independently verified the information which it received from respondents, and provides no opinion or other form of assurance with respect to such information
Channel split reflects OOH-specific DSPs versus omni-channel (generalist) DSPs as routes to market
This inaugural study establishes a global baseline. Future editions will progressively add regional and country-level breakdowns, format and advertiser vertical splits, and move towards a more frequent reporting cadence. WOO welcomes additional SSPs wishing to participate in future studies.
“pDOOH is a fast-growing and dynamic sector, 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. 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,” adds Dan Bunyan, Partner, Strategy&, a part of the PwC Network.
Key numbers from the study
| Global pDOOH Adspend (2025) | $1.339 billion |
| pDOOH Penetration of DOOH | 7.0% |
| Americas — pDOOH Penetration | 14.2% ($670m adspend) |
| EMEA — pDOOH Penetration | 9.4% ($521m adspend) |
| APAC — pDOOH Penetration | 1.7% ($149m adspend) |
| OOH-Specific DSPs | 65.5% of global pDOOH ($877m) |
| Omni-channel DSPs | 34.5% of global pDOOH ($463m) |
| SSPs Participating | 11 |
| Study Period | Full year 2025 |
| Publication Date | June 2026 — WOO London Congress |
