WARC: Global DOOH Ad Spend to Grow 13.7% in 2026, Reaching $21.7 Billion
2026-10-12 · via invidis
Digital out-of-home advertising is forecast to grow 13.7 percent in 2026, reaching US$21.7 billion globally, according to WARC's latest Media Global Ad Spend Forecast. That puts DOOH among the fastest-growing ad channels this year, a signal worth noting for anyone selling inventory on screens or buying media against them.
The DOOH figure sits inside a broader forecast of 11.9 percent growth in total global ad spend, which WARC expects to reach US$1.34 trillion in 2026. Retail media, a channel increasingly intertwined with in-store digital signage networks, is forecast to grow even faster at 14.3 percent, reaching US$202.1 billion. WARC attributes the strength of both channels to advertisers' growing demand for measurable performance and the ability to adjust campaigns as conditions change, a claim the firm has made about these formats in prior forecasts as well.
DOOH's growth rate trails some other channels in WARC's forecast. Social media leads at 21.3 percent growth to $394.6 billion, followed by video on demand at 15.1 percent and search at 14.2 percent. Combined, social, search and retail media are expected to account for 66.4 percent of global ad spend in 2026, rising toward 70 percent by 2028 on WARC's numbers. That concentration matters for DOOH operators because it underscores how much of the growth story in advertising is now about targeting, flexibility and reporting, the same attributes programmatic DOOH has been built to compete on.
Advertiser categories and the AI effect
WARC names technology and electronics as the fastest-growing advertiser category in 2026, up 20.7 percent, ahead of travel and transport at 19.3 percent and automotive at 17.8 percent. The firm links much of the market's resilience to corporate investment in artificial intelligence and to major events including the Winter Olympics, the FIFA World Cup and US midterm elections, all of which typically drive incremental spend across out-of-home formats.
WARC also flags that Alphabet, Amazon and Meta are expected to capture 59.7 percent of global ad spend outside China in 2026, equivalent to $659.6 billion, rising to 61.5 percent by 2028. The forecast does not break out how much of DOOH spend flows through these platforms' demand-side tools versus direct or specialist DOOH networks, which is a gap worth watching as consolidation in ad tech continues.
Growth is expected to slow after this year. WARC projects global ad spend growth of 8.4 percent in 2027 and 7.9 percent in 2028, taking the market to $1.46 trillion and $1.57 trillion respectively. The firm's head of media data, Suzy Young, notes that spend is accelerating even as consumers face cost-of-living pressures, with growth increasingly concentrated among companies and sectors tied to AI investment. The announcement does not break out DOOH's projected growth rate beyond 2026, so operators will need to wait for later WARC updates to see whether the channel keeps pace with the broader slowdown.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
WARC forecasts global advertising expenditure will reach US$1.34 trillion this year, with digital out-of-home and retail media both recording double-digit growth.
Global advertising expenditure is expected to rise 11.9 percent to US$1.34 trillion in 2026, according to WARC’s latest Media Global Ad Spend Forecast. DooH and retail media are among the fastest-growing advertising channels, despite continued economic uncertainty and cautious consumer spending.
DooH expenditure is forecast to rise 13.7 percent to US$21.7 billion this year, while retail media will grow 14.3 percent to US$202.1 billion. Both channels benefit from advertisers’ growing emphasis on measurable performance and the ability to adjust campaigns as market conditions change.
The latest forecast follows two consecutive years of 10 percent growth in global advertising expenditure.
Social media is expected to record the strongest growth among advertising channels, increasing 21.3% to $394.6 billion in 2026. Video on-demand follows with 15.1% growth to $48.4 billion, while search advertising is forecast to increase 14.2% to $295.7 billion.
Together, social media, search and retail media will account for 66.4% of global advertising expenditure this year. WARC expects their combined share to reach 70% by 2028.
The continued expansion of these channels underscores advertisers’ preference for platforms offering targeting capabilities, flexibility and measurable results.
Technology and electronics will be the fastest-growing advertiser category in 2026, with expenditure increasing 20.7%. Travel and transport follows at 19.3%, ahead of automotive at 17.8%.
AI investment supports advertising market
WARC attributes much of the advertising market’s resilience to corporate investment in artificial intelligence, alongside major events such as the Winter Olympics, FIFA World Cup and U.S. midterm elections.
Technology companies are increasing advertising expenditure to attract customers and establish their brands, while established businesses are investing to remain competitive.
AI is also creating new opportunities for advertising through generative search platforms and digital assistants, potentially changing how consumers discover products and interact with brands.
Meanwhile, Alphabet, Amazon and Meta are expected to account for 59.7% of global advertising expenditure outside China in 2026, equivalent to $659.6 billion. Their combined share is forecast to increase to 61.5% by 2028.
WARC expects global advertising growth to slow to 8.4% in 2027, bringing total expenditure to $1.46 trillion. A further 7.9% increase is forecast for 2028, when the market is expected to reach $1.57 trillion.
Despite the positive outlook, WARC cautions that economic uncertainty and geopolitical tensions could affect future advertising investment.
Suzy Young, head of WARC Media Data, notes that advertising expenditure is accelerating even as consumers face cost-of-living pressures, with growth increasingly concentrated among companies and sectors benefiting from the AI boom.