pDOOH Isn’t Digital Programmatic. WOO’s Global Study Shows Why — and the Numbers Are Striking.

The World Out of Home Organization (WOO) today published the second and final report from the WOO Global pDOOH Expenditure Study 2026, completing the first independently aggregated, supply-side picture of global programmatic Digital Out-of-Home (pDOOH) advertising expenditure.

Inaugural WOO Global pDOOH Expenditure Study 2026 reveals global programmatic Digital Out-of-Home (pDOOH) advertising reached $1.339 billion in full-year 2025 — representing 7.0% of total global DOOH advertising spend. The study, independently aggregated by PricewaterhouseCoopers (PwC), covers more than forty markets across the Americas, EMEA, and Asia-Pacific, and represents the first credible, supply-side measure of pDOOH revenue at global scale.

Charles Parry-Okeden, VP & Global Lead, Audience Measurement & Data, World Out of Home

This study marks a genuine first for our industry — a credible, independently aggregated baseline for programmatic DOOH at global scale. The headline figure of $1.339 billion matters, but the structural insights are equally compelling: the stark divergence between volume and penetration, the scale of the untapped opportunity in Eastern Asia, and the dominance of PMP as the transaction model of choice. For the first time, the global pDOOH market has a benchmark it can build from.

The United States accounts for $545.5m of global pDOOH spend — the largest single market by a wide margin — yet its penetration rate of 15.9% trails Germany’s 31.8%, the highest of any major market globally. Belgium (25.5%) and France (16.7%) also rank in the top five by programmatic penetration, demonstrating that absolute market scale and programmatic adoption do not necessarily advance in lockstep.

Eastern Asia — comprising Japan, South Korea, and Mainland China — holds a $7.3 billion DOOH advertising base operating at just 0.6% pDOOH penetration. This represents the single largest structural growth opportunity in global programmatic Out-of-Home.

Private Marketplace (PMP) transactions account for 75.7% ($1.014bn) of all global pDOOH spend, confirming that programmatic DOOH is largely transacted through structured, invited auctions between selected buyers and sellers rather than open exchange. OOH-specialist DSPs account for 65.5% of global spend ($877m), led by platforms including Broadsign, DAX, Vistar Media, VIOOH, and Hivestack by Perion.

Tom Goddard – President, World Out of Home Organization

WOO exists to advance the Out of Home industry globally, and that requires credible data. The level of SSP participation in this inaugural study — twelve platforms submitting confidential revenue data directly to PwC — is a testament to the industry’s commitment to transparency. I congratulate all our SSP partners and thank PwC for their professionalism as independent aggregator. This is a landmark moment for the measurement of our industry.

Gideon Adey, Principal, GUROOH

The rigor of this study begins with its methodology. By working with PwC as independent aggregator and applying consistent parameters across all twelve SSP submissions, we have produced a dataset the industry can rely on. The findings challenge assumptions — Germany’s extraordinary penetration rate, New Zealand ranking sixth globally, and the concentration of African pDOOH spend in South Africa — and that is precisely what a credible global benchmark should do.

Report 2: Verticals, DSP & Transaction Analysis 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.

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.

Tom Goddard  ·  President · World Out of Home Organization

“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 study was designed to provide a complete and comparable picture of global pDOOH trading while protecting the commercial confidentiality of individual participants. Where market coverage was incomplete, agreed scaling factors were applied to produce indicative whole-market estimates; all such adjustments are disclosed in the report methodology.

Both reports are published as part of the WOO Global pDOOH Expenditure Study 2026, which covers full-year 2025 data and is based on SSP revenue submissions independently aggregated by PwC. Together they constitute the most authoritative public dataset on global programmatic DOOH ever assembled. The programme will continue on an annual basis, with an expanding participant base and increasing market granularity.

Charles Parry-Okeden  ·  VP & Global Lead, Audience Measurement & Data · World Out of Home Organization

“The data tells you something important: pDOOH did not become a scaled programmatic market by following digital’s playbook. 75.7% PMP. 65.5% specialist DSP share. This is a channel that still primarily transacts on nuance, expertise and relationships — not open auction. As more consolidated and industry verified OOH measurement data aligns with the digital ecosystem, the omni-channel opportunity will accelerate.”

Gideon Adey  ·  Principal · GUROOH

“Report 2 tells us not just where pDOOH spend lands — it tells us 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.”

The World Out of Home Organization (WOO) is the global trade body for the out-of-home advertising industry, representing members across more than 50 countries. WOO publishes industry research and data — including the annual Global OOH Expenditure Survey — and provides the international frameworks, standards and advocacy that support the development of the OOH sector worldwide. WOO is a not-for-profit organisation headquartered in London. worldooh.org

The WOO Global pDOOH Expenditure Study is the first independently aggregated, supply-side measurement of programmatic DOOH advertising revenue at a global, regional and country level. Data was submitted confidentially by twelve participating SSPs directly to PricewaterhouseCoopers LLP as independent aggregator. PwC produced aggregated outputs for WOO publication; no individual operator figures are disclosed. All figures are indicative market estimates — not audited.