The Billboards Are Still Paying Off: Global OOH Posts Another Strong Year

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Based on responses from more than 100 media owners, agencies and industry associations across 85 markets—representing around 95% of global GDP—the annual report remains one of the industry's most comprehensive benchmarks for measuring worldwide OOH investment. It also forecasts the market will grow to $56.4 billion in 2026.

The findings reinforce a trend that has become increasingly evident over the past few years: OOH continues to expand despite broader shifts in media consumption, with digital formats accounting for most of that growth.

APAC remains the industry's powerhouse

Asia-Pacific retained its position as the world's largest OOH market, generating $29.7 billion, or roughly 55% of global expenditure. North America followed with $10.3 billion, narrowly ahead of Europe at $10.2 billion, while Latin America contributed $2.9 billion and Africa $1.2 billion.

China remained the largest individual market at $18.2 billion, followed by the United States ($9.5 billion), Japan, the UK, Germany, France, Brazil, South Korea, Australia and Italy.

Among the top markets, Brazil, China and South Korea recorded some of the strongest increases in OOH's share of total advertising investment.

Digital approaches a historic milestone

Digital Out of Home (DOOH) generated $25.5 billion in 2025, representing 47% of total OOH revenues worldwide. WOO expects that figure to rise to $28 billion in 2026, accounting for 49% of industry revenue—bringing digital within touching distance of overtaking static formats for the first time.

Regional adoption continues to vary significantly. APAC leads with digital representing 55.7% of OOH revenue, followed by Europe (41.3%), North America (36.9%), Latin America (27.7%) and Africa (18%).

Programmatic still a small—but growing—slice

Programmatic DOOH reached $2.1 billion globally in 2025, equivalent to 8.4% of digital OOH revenues.

Acknowledging inconsistencies in how markets report programmatic activity, WOO has launched a new independently audited global survey of major supply-side platforms (SSPs) in partnership with PwC, aiming to establish a more reliable benchmark for future measurement.

Commenting on the findings, WOO President Tom Goddard said the report provides the industry with increasingly robust data to demonstrate OOH's continued evolution, describing it as "a mature legacy medium making its way progressively in the digital age." 

Beyond the growth figures, the report highlights the continued shift towards digital. As DOOH nears half of global revenues, the conversation is increasingly centred on data, measurement and automation rather than screen expansion alone.