WOO Study: Global Programmatic DOOH Spend Hit $1.34 Billion in 2025
2026-09-14 · via invidis
The World Out of Home Organization has published its first study aggregating supply-side programmatic DOOH revenue globally, putting the market at US$1.339 billion in 2025. That figure represents 7 percent of total global DOOH advertising expenditure, according to WOO.
For operators and media owners weighing whether to invest in programmatic infrastructure, the study offers something that has been missing: an independently verified baseline rather than vendor-supplied estimates. PricewaterhouseCoopers aggregated confidential revenue data submitted by 12 supply-side platforms across more than 40 markets in the Americas, EMEA and Asia-Pacific.
The regional breakdown shows the Americas generating $667 million, EMEA $521 million, and Asia-Pacific $151 million. The US was the largest single market at $545.5 million, with programmatic accounting for 15.9 percent of the country's total DOOH spend. Canada ranked fifth globally by volume at $73.1 million, with 15 percent penetration.
Adoption Doesn't Track With Market Size
The study found that raw market size and programmatic adoption rate are separate questions. Germany posted the highest penetration among major markets at 31.8 percent, ahead of Belgium at 25.5 percent and France at 16.7 percent. Western Europe as a whole generated $346.7 million in programmatic expenditure, or 21.3 percent of its DOOH market, according to WOO.
Asia-Pacific lagged well behind on penetration, at just 1.7 percent regionally, though Australia and New Zealand accounted for $92.3 million, or 61 percent of the region's programmatic spend. WOO singled out Eastern Asia, Japan, South Korea and mainland China combined, as the biggest gap between opportunity and execution: a $7.3 billion DOOH market with programmatic penetration of only 0.6 percent. For screen networks in those markets, that is either a warning sign about buyer readiness or a large addressable upside, depending on where an operator sits in the supply chain.
On transaction type, private marketplace deals accounted for $1.014 billion, or 75.7 percent, of global programmatic DOOH expenditure. That indicates most buying still happens through invited, curated auctions rather than fully open exchanges, a pattern familiar from programmatic display advertising more broadly. OOH-specialist demand-side platforms handled 65.5 percent of worldwide expenditure, or $877 million, suggesting specialist DSPs still outcompete generalist ad-tech platforms for DOOH budgets.
WOO vice-president Charles Parry-Okeden called the study "a credible, independently aggregated baseline for programmatic DOOH at global scale." The announcement does not detail methodology beyond noting PwC's independent aggregation, nor does it name the 12 participating supply-side platforms. The full report is available through WOO.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The first WOO study to aggregate supply-side programmatic revenue across the global market found wide differences in adoption. Germany led the major markets by penetration, while the US generated the highest expenditure.
The global programmatic digital-out-of-home market reached US$1.339 billion in 2025, accounting for 7 percent of total global DooH advertising expenditure, according to a new study from the World Out of Home Organization (WOO).
The inaugural WOO Global pDooH Expenditure Study covers more than 40 markets across the Americas, EMEA and Asia-Pacific. PricewaterhouseCoopers independently aggregated confidential market-level revenue data submitted by 12 supply-side platforms.
The Americas generated US$667 million in programmatic DooH expenditure, followed by EMEA at US$521 million and Asia-Pacific at US$151 million.
The US was the world’s largest individual market at US$545.5 million, with programmatic accounting for 15.9 percent of the country’s DooH expenditure. Canada ranked fifth globally by volume, generating US$73.1 million at a 15 percent penetration rate.
However, the study found that market size and programmatic adoption do not necessarily move together. Germany recorded the highest penetration among major markets at 31.8 percent, followed by Belgium at 25.5 percent. France reached 16.7 percent.
Western Europe generated $346.7 million in programmatic expenditure, representing 21.3% of its DooH market.
Asia-Pacific had the lowest regional penetration at 1.7%. Australia and New Zealand accounted for $92.3 million, or 61% of programmatic DooH expenditure in the region.
WOO identified Eastern Asia as the largest untapped opportunity. Japan, South Korea and mainland China have a combined $7.3 billion DooH advertising market, but programmatic penetration stands at just 0.6%.
Private marketplace transactions accounted for $1.014 billion, or 75.7%, of global programmatic DooH expenditure. This suggests most activity happens through invited auctions involving selected buyers and sellers rather than open exchanges.
OoH-specialist demand-side platforms handled 65.5% of worldwide expenditure, equivalent to $877 million.
“This study marks a genuine first for our industry — a credible, independently aggregated baseline for programmatic DooH at global scale,” said Charles Parry-Okeden, WOO vice-president and global lead for audience measurement and data. “For the first time, the global pDOOH market has a benchmark it can build from.”
The full report can be found here: WOOO .