Global programmatic digital out-of-home advertising spend reached $1.339 billion in 2025, accounting for 7% of total global DOOH expenditure, according to a new study from the World Out of Home Organization.
The inaugural WOO Global pDOOH Expenditure Study 2026 was independently aggregated by PricewaterhouseCoopers and draws on confidential revenue data submitted by 12 supply-side platforms across more than 40 markets in the Americas, EMEA and Asia-Pacific.
The US was the largest individual pDOOH market by value at $545.5 million, but Germany recorded the highest penetration rate among major markets, with programmatic accounting for 31.8% of DOOH spend.
By comparison, programmatic penetration in the US stood at 15.9%, while Belgium reached 25.5% and France 16.7%.
Charles Parry-Okeden, VP and global lead, Audience Measurement & Data at WOO, said: “This study marks a genuine first for our industry - a credible, independently aggregated baseline for programmatic DOOH at global scale.”
He said the findings also highlighted “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”.
Regionally, the Americas generated $667 million in pDOOH spend during 2025, with penetration of 14.1%. EMEA recorded $521 million and 9.4% penetration, while Asia-Pacific generated $151 million at a considerably lower penetration rate of 1.7%.
Within EMEA, Western Europe accounted for $346.7 million in pDOOH expenditure, equivalent to 21.3% of regional DOOH spend.
The report identified Eastern Asia as the largest structural growth opportunity. Japan, South Korea and Mainland China together represent a DOOH advertising market worth $7.3 billion, but only 0.6% of that expenditure is currently transacted programmatically.
Australia and New Zealand accounted for $92.3 million, equivalent to 61% of total APAC pDOOH spend.
The study also found that Private Marketplace transactions dominate the sector globally. PMP accounted for 75.7% of worldwide pDOOH expenditure, representing $1.014 billion in 2025.
OOH-specialist demand-side platforms accounted for 65.5% of global spend, or $877 million, with platforms including Broadsign, DAX, Vistar Media, VIOOH and Hivestack by Perion among those identified by the study.
WOO president Tom Goddard said: “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.”
Gideon Adey, principal at GUROOH, said the methodology was intended to create a consistent global benchmark, adding that findings including Germany’s high penetration rate and New Zealand’s position among the leading markets challenged some existing assumptions about pDOOH adoption.