The figure of $1.339 billion gives the global programmatic DOOH market considerable weight. However, only when compared with the total value of digital Out-of-Home advertising does it become clear how much potential remains untapped. During 2025, just seven percent of total global DOOH spend was transacted programmatically.
The data was published by the World Out of Home Organization in the inaugural edition of the WOO Global pDOOH Expenditure Study 2026. The study covers more than 40 markets across the Americas, EMEA and Asia-Pacific and is based on revenue data submitted by 12 supply-side platforms. The data was independently aggregated by PricewaterhouseCoopers LLP.
The study presents two different pictures of market development. One shows where the most money is currently being spent, while the other reveals how widely programmatic trading has actually been adopted within individual DOOH markets.
The United States is by far the largest pDOOH market by value, with spend of $545.5 million and a penetration rate of 15.9 percent. Germany, however, records an almost twice as high penetration rate of 31.8 percent, the highest among major global markets. Belgium has reached 25.5 percent and France 16.7 percent, confirming that market size and the pace of programmatic adoption do not always advance together.
Across the Americas, pDOOH spend reached $667 million during 2025, with a penetration rate of 14.1 percent. Canada ranked fifth globally with $73.1 million, while its programmatic share stands at 15 percent.
The EMEA region reached $521 million and a penetration rate of 9.4 percent. Western Europe is the region’s most developed market, with $346.7 million transacted programmatically, representing 21.3 percent of total DOOH spend.
Asia-Pacific, meanwhile, shows the widest gap between the size of the DOOH market and the adoption of programmatic buying. Of the region’s total pDOOH spend of $151 million, Australia and New Zealand account for $92.3 million, or 61 percent.
The largest untapped opportunity lies in Eastern Asia. Japan, South Korea and Mainland China together have a DOOH market worth $7.3 billion, but only 0.6 percent of that spend is transacted programmatically.
“The headline figure of $1.339 billion matters, but the structural insights are equally compelling: the stark divergence between volume and penetration, the scale of the untapped opportunity in Eastern Asia, and the dominance of PMP as the transaction model of choice,” said Charles Parry-Okeden, VP and Global Lead, Audience Measurement and Data at the World Out of Home Organization.
Private Marketplace transactions accounted for 75.7 percent of total global pDOOH spend, worth $1.014 billion. This share shows that programmatic DOOH is predominantly bought through structured auctions available to selected buyers and sellers, and considerably less through open exchanges.
OOH-specialist DSP platforms accounted for 65.5 percent of global spend, or $877 million. Among the leading platforms in this group, the study names Broadsign, DAX, Vistar Media, VIOOH and Hivestack by Perion.
“The level of SSP participation in this inaugural study — twelve platforms submitting confidential revenue data directly to PwC — is a testament to the industry’s commitment to transparency,” said Tom Goddard, President of the World Out of Home Organization.
The study’s methodology nevertheless sets clear limits on how the results should be interpreted. PwC aggregated and sense-checked the submitted data but did not audit or verify the accuracy of individual submissions. The published figures therefore represent indicative market estimates. Country-level data was disclosed only when it was submitted by at least three SSP platforms, while the remaining data was included solely in regional and global totals.
