New data on global OOH investment

The World Out of Home Organisation (WOO) published the results of the 2025 Global Expenditure Survey, which monitors the growth and investment in OOH media, along with local economic conditions and the increasing adoption of digital out-of-home advertising. Based on annual data since 2019, it serves as a tool to analyze market trends and gather insights that boost local growth.

A consolidated sector

According to the report—which included 95 WOO members from 85 different territories—OOH media had its best year in 2024, reaching $46.2bn USD and exceeding projected spending by $1bn USD. Investment is expected to reach $49.8bn USD in 2025, marking another strong year of growth.

Regionally, APAC (Asia-Pacific) leads global spending with 49% of OOH investment. North America accounts for 22%, followed by Europe ($9.5bn) and Latin America ($2.7bn). While Africa ($1.4bn) lags behind, the report notes that “the share of much of the continent’s informal economy is likely underestimated.”

Digital out-of-home advertising (DOOH)—which now accounts for nearly 39% of total OOH revenue—continues to be the main driver of sector growth. In this regard, Asia-Pacific and Europe are above the global average, with 41.6% and 40.8% respectively, followed by North America (34.4%), Latin America (31.1%), and Africa (24.4%).

Of course, DOOH infrastructure investment varies by continent, and according to the data gathered, the countries with the highest DOOH market share include Australia (74%), UK (66%), China (46%), Brazil (46%), and South Korea (44%). Programmatic DOOH trading also saw significant growth.

According to WOO president Tom Goddard,
“Out-of-home (OOH) advertising continues to grow—even in a media world dominated by the internet—and we are also increasing our market share versus other traditional media.”