OOH media globally has had its best year to date, and OOH spend is forecast to grow to USD$49.8-billion in 2025, according to the World Out of Home Organization's (WOO) latest Global Expenditure Report, says the organisation.

The Report covers 85 unique territories representing 95% of global Gross Domestic Product (GDP) and 79% of global population. Unreported territories are modelled from similar territories based on population and total GDP. The Report represents the most comprehensive survey of OOH expenditure globally, adds the organisation.

Regionally the Asia Pacific (APAC) dominates with 49% of global OOH spend at USD$22.8-billion against 40% of global GDP. North America reports USD$9.7-billion, 22% of the total, which alongside Europe (USD$9.5-billion), Latin America (USD$2.7-billion) and Africa (USD$1.4-billion) track behind their share of GDP — although expenditure reporting in Africa is more challenging in some parts and there may be under-reporting, says the organisation.

Global Digital OOH Expenditure (DOOH) rose to USD$17.9-billion in 2024 representing almost 39% of all OOH revenues and remains the main driver of OOH revenue growth globally. Investment in DOOH infrastructure varies across the world with APAC and Europe ahead of the global average at 41.6% and 40.8% respectfully. North America stands at 34.4% , Latin America (LATAM) stands at 31.1% and Africa stands at 24.4% of total OOH revenues, adds the organisation.

The continued room for growth in DOOH is exemplified by territories that have invested heavily in DOOH screens, of the top 10 markets by overall OOH volume: Australia (74% of OOH revenue), UK (66% of OOH revenue), China (46% of OOH revenue), Brazil (46% of OOH revenue) and South Korea (44% of OOH revenue); lead the way in driving growth through DOOH, says the organisation.

Programmatically traded DOOH grew to a reported total spend of USD$1.7-billion globally, representing 9.4% of total DOOH revenues. The approach to data capture is not consistent across all markets so may be under representative of the total revenue traded this way. Programmatic is forecast to reach 10.9% of all DOOH revenues, totalling USD$2.2-billion in 2025, adds the organisation.

"Accurate information is the bedrock of successful media and our Global Expenditure Report is the biggest and most accurate for the medium. It shows that OOH is still growing — even in a media world dominated by the internet — and we are increasing our share against other legacy media too," concludes Tom Goddard, President of the World Out of Home Organization.

For more information, visit www.worldooh.org or contact Richard Saturley at richard@worldooh.org. 

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