Second WOO report offers insight into where pDOOH spend lands and why
The World Out of Home Organisation (WOO) has published a follow-up report to now complete the first independently aggregated, supply-side picture of global programmatic Digital Out-of-Home (pDOOH) advertising expenditure. Where Report 1 focused on Geography & Country Ranking, Report 2 has looked at the Verticals, DSP & Transaction Analysis to complete the picture.
Tom Goddard, WOO President, says: “Together, these two reports give the global pDOOH industry something it has not had before: a complete, supply-side verified account of how this channel is traded, where spend flows, through whom, and in what structures. WOO is committed to continuing this measurement programme as the industry evolves, and grateful to the SSPs whose collaboration makes it possible.”
The second report draws on the same dataset of twelve SSP submissions, independently aggregated by PricewaterhouseCoopers LLP (PwC), to examine the structural mechanics of global pDOOH trading. Where Report 1 established the geographic distribution of the market’s $1.339 billion in global pDOOH adspend, this report reveals how that spend flows: through which advertiser categories, which platform types and which deal structures.
According to the report, Private Marketplace transactions account for 75.7% of global pDOOH spend, confirming pDOOH as a premium, relationship-driven channel rather than an open-marketplace commodity. OOH-specialist DSPs hold a 65.5% share of spend versus omni-channel DSP platforms, a finding that underscores the continued importance of sector-specific expertise in executing effective programmatic OOH campaigns. Retail, Finance and Business & Industrial lead the advertiser vertical rankings, reflecting the channel’s growing role in full-funnel brand strategies.
Goddard adds: “Report 2 tells us not just where pDOOH spend lands, but why. Retail’s leadership reflects a channel used for its geographical and temporal precision. Consumer Electronics’ 72% omni-channel share confirms that sophisticated advertisers are already integrating pDOOH into cross-platform campaigns.”
“These are not passive observations. They are a map for every operator, DSP and agency deciding where and how to compete.”
Both reports are available to download from The World Out of Home Organization website here
