Global spending on out-of-home (OOH) advertising reached $46.2 billion (USD) in 2024, representing 4.8% of total global advertising expenditure (ADEX), according to the latest Global Expenditure Report from the World Out of Home Organization (WOO). This marks the medium’s best year to date, exceeding the $45 billion threshold and reflecting a 10% increase over 2023 spending. The report forecasts continued growth, projecting global OOH expenditure to reach $49.8 billion in 2025.
The WOO report, described as the most comprehensive survey of global OOH expenditure, covers 85 unique territories accounting for 95% of global GDP and 79% of the world’s population. Expenditure for unreported territories was modelled based on similar regions’ population and total GDP.
Regional Performance
The Asia-Pacific (APAC) region dominates the global OOH market, accounting for 49% of total spending at $22.8 billion. This share is notably higher than APAC’s 40% contribution to global GDP. North America reported $9.7 billion (22% of global spend), followed closely by Europe at $9.5 billion. Latin America (LATAM) recorded $2.7 billion and Africa $1.4 billion. The report notes that expenditure reporting in parts of Africa presents challenges, suggesting potential under-reporting. Both LATAM and Africa, alongside Europe and North America, track below their respective shares of global GDP in OOH spending.
DOOH Drives Growth
Digital out-of-home (DOOH) expenditure rose to $17.9 billion globally in 2024, constituting nearly 39% of all OOH revenues. DOOH remains the primary driver of OOH revenue growth worldwide. Investment in DOOH infrastructure varies significantly by region:
- APAC: 41.6% of total OOH revenues
- Europe: 40.8%
- North America: 34.4%
- LATAM: 31.1%
- Africa: 24.4%
Leading markets in DOOH adoption among the top 10 by overall OOH volume include Australia (74% of OOH revenue), the UK (66%), China (46%), Brazil (46%), and South Korea (44%).
Programmatic DOOH Gains Traction
Globally traded programmatic DOOH spending reached a reported $1.7 billion in 2024, accounting for 9.4% of total DOOH revenues. The WOO notes that inconsistent data capture methods across markets mean this figure may underrepresent the actual total revenue traded programmatically. The organization forecasts programmatic DOOH will grow to $2.2 billion in 2025, representing 10.9% of all DOOH revenues.
WOO President Tom Goddard emphasized the report’s significance: “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.”
The report underscores the continued resilience and expansion of the OOH advertising sector globally, fueled significantly by the ongoing transition to digital formats and the emerging role of programmatic trading.
