PQ Media Forecasts DOOH Ad Spend Growth to Accelerate to 15.3% in 2026
2026-08-07 · via invidis
Global digital out-of-home advertising spending is set to accelerate in 2026, according to new research from PQ Media, a signal for network operators and media owners that the slowdown seen last year may be temporary.
PQ Media says worldwide DOOH spending grew 12% in 2025, a step down from 15.5% growth in 2024. The firm forecasts growth will pick back up to 15.3% in 2026, citing major sporting events, election advertising and continued investment in programmatic campaigns as the main drivers.
For operators, the research points to a few concrete tailwinds. PQ Media says improving consumer mobility is creating more favorable conditions for out-of-home advertising: brick-and-mortar foot traffic has risen for two consecutive years, public transit ridership is up, and live events keep drawing large crowds. The 2026 Winter Olympics and the FIFA World Cup are called out specifically, with PQ Media noting that sponsors are using DOOH networks and digital signage to push real-time scores, statistics and dynamic campaign messaging during those events. That is a use case that requires networks capable of fast content updates and live data feeds, not just scheduled loops.
Retail media and programmatic keep gaining ground
The report credits retail media and digital place-based networks with much of the momentum beyond marquee sporting events. As retailers build out their in-store media businesses, PQ Media says advertisers are folding DOOH into broader omnichannel buys rather than treating it as a separate line item. That trend has been building for a few years and continues to reshape how ad budgets get allocated across screens in stores, malls and other venues.
Programmatic buying and AI-based campaign optimization are also cited as factors making DOOH easier to plan, buy and measure, which PQ Media says is pulling in advertisers who previously stuck to digital or traditional channels.
The numbers back up where the growth is concentrated. Digital place-based media grew faster than digital billboards in 2025, rising 12.4% to $18.2 billion, according to PQ Media. Digital billboards and posters grew 11.3% to $9.3 billion. That gap matters for anyone deciding where to invest: place-based networks, including retail and transit screens, are outpacing the roadside billboard segment.
Caution on hardware costs
PQ Media does flag risks. Geopolitical uncertainty, tariffs and supply chain disruptions could push up hardware costs and slow new network deployments in some markets, the firm says. That is a relevant warning for operators planning screen rollouts this year, since it suggests capital costs for displays and players could rise even as ad demand improves.
The announcement does not break down growth by region or specify which markets are most exposed to tariff risk. It also does not detail the methodology behind the 15.3% growth forecast beyond the factors listed. Even with those gaps, PQ Media's overall read is that advertisers are continuing to shift budgets toward measurable, data-driven out-of-home campaigns, which the firm expects to keep the industry's long-term trajectory positive.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Major sporting events, retail foot traffic and transit ridership are helping fuel renewed momentum for the medium.
Global digital out-of-home (DooH) advertising spending is expected to regain momentum in 2026 after growth slowed last year, according to new research from PQ Media.
The research firm says worldwide DooH spending grew 12% in 2025, down from 15.5% growth in 2024. Growth is forecast to accelerate to 15.3% this year, driven by major sporting events, election advertising and continued investment in programmatic campaigns.
PQ Media says improving consumer mobility is creating favorable conditions for out-of-home advertising. Foot traffic at brick-and-mortar retailers has increased for two consecutive years, public transit systems are reporting higher ridership, and major live events continue to attract large audiences.
The 2026 Winter Olympics and Fifa World Cup provided an additional boost, with sponsors using DooH networks and digital signage to deliver real-time scores, statistics and dynamic campaign messaging.
Beyond marquee events, PQ Media points to the continued growth of retail media and digital place-based networks. As retailers expand their in-store media offerings, advertisers are increasingly integrating DooH into broader omnichannel campaigns rather than treating it as a standalone channel.
Programmatic buying and AI-powered campaign optimization are also making DooH easier to plan, purchase, and measure, helping attract a wider range of advertisers.
According to PQ Media, digital place-based media generated stronger growth than digital billboards in 2025, rising 12.4% to US$18.2 billion, while digital billboards and posters increased 11.3% to US$9.3 billion.
The firm cautions that geopolitical uncertainty, tariffs and supply chain disruptions could raise hardware costs and slow the deployment of new digital signage networks in some markets. Even so, it expects the industry’s long-term outlook to remain positive as advertisers continue shifting budgets toward measurable, data-driven out-of-home campaigns.