The World Out of Home Organization (WOO) estimates that global programmatic digital out-of-home advertising spending reached $1.339 billion in 2025, equivalent to 7.0% of total global DOOH spending.
The figures come from the inaugural WOO Global pDOOH Expenditure Study 2026. Its first report, covering geography and country rankings, is dated 14 September 2026. The year in the study’s title is its publication year; the spending figures describe the full year 2025.
WOO says twelve supply-side platforms submitted confidential market-level revenue data to PricewaterhouseCoopers LLP for independent aggregation. The results cover more than forty markets and are described as indicative whole-market estimates. Individual platform revenue is not disclosed.
Spending and penetration produce different rankings
The first report separates the size of programmatic spending from its share of each market’s digital outdoor expenditure.
- Largest country by programmatic spending — United States: $545.5 million
- Highest country penetration highlighted by WOO — Germany: 31.8%
- Americas — $667 million; 14.1% penetration
- EMEA — $521 million; 9.4% penetration
- Asia-Pacific — $151 million; 1.7% penetration
These are attributed study findings, rather than BillboardGuide’s own market estimates. Penetration here refers to programmatic’s share of DOOH spending, rather than the proportion of screens connected to a platform.
A global baseline needs a local buying brief
BillboardGuide’s interpretation is that the study gives planners a useful starting point for market research. It does not answer whether a particular platform can deliver the screens, audience or campaign dates a buyer needs.
For a multi-country brief, the next step is to ask each buying partner for an inventory map and commercial terms. The useful comparison is whether the available supply serves the intended audience in each location. A national spending ranking cannot establish the quality of a specific placement.
BillboardGuide’s programmatic DOOH format guide provides practical context for translating the channel into a buying brief. Geography, screen environment, creative requirements and delivery controls belong in that brief before a budget is allocated.
Distinguish market adoption from campaign availability
A market with substantial programmatic expenditure may still have gaps in the locations or venue types an advertiser wants. Conversely, a smaller market may offer a tightly matched set of screens for a particular objective.
The planner’s task is to establish the available route to those placements. A proposal should identify the relevant sellers, access conditions, any inventory exclusions and how delivery will be reconciled after the campaign.
BillboardGuide’s reporting on the VIOOH–Screenverse partnership offers a separate example of an inventory-access announcement. Such announcements help buyers investigate supply; spending studies help them understand market scale. Neither replaces a campaign-specific proposal.
Keep the evidence attached to the number
When using the study in a presentation or media plan, retain the reporting period, geography, currency and denominator. A percentage loses meaning if it is presented without saying which spending total it describes.
The supply-side methodology also matters when comparing this baseline with advertiser surveys, platform forecasts or another organisation’s estimate. Differences in coverage and definitions can produce different figures without establishing that one is a direct contradiction of the other.
WOO’s methodology statement specifies that PwC aggregated and sense-checked the submissions; it did not audit or assure their accuracy. This article does not infer a year-on-year growth rate from a single annual baseline or treat market expenditure as evidence of campaign effectiveness.
What buyers should do next
Use the report to frame questions about local access and trading maturity, then validate the actual proposal. Confirm the screen list, pricing basis, delivery evidence and audience methodology with the chosen partner.
BillboardGuide’s guide to OOH metrics beyond impressions explains how campaign delivery and business outcomes require different evidence. Brands preparing a multi-market brief can also request a media plan built around their audience and dates.
