Global DOOH ad spending grows 12% in 2025, while recovery approaches in 2026
Global DOOH spending increased 12% in 2025 to $27.48 billion, according to PQ Media, with a recovery projected for 2026 of 15.3% driven by elections and major sporting events. Programmatic partnerships are expanding inventory in Brazil and India, while personnel changes in management signal sector professionalization.
How fast does global DOOH advertising grow?
According to research from PQ Media global spending on outdoor digital advertising (DOOH) grew in 2025 by 12%, which is a slower pace than the 15.5% growth recorded in 2024. Place-based digital networks grew 12.4% to $18.20 billion, while digital billboards and posters grew 11.3% to $9.28 billion. PQ Media founder and CEO Patrick Quinn noted that brands are increasingly viewing DOOH as a key component of omni-media campaigns, attributing this to AI and programmatic purchase helping operators refine messaging and measure ROI. The sector has now recorded four consecutive years of double-digit growth following the 26.0% pandemic-induced contraction in 2020. China became the largest OOH market with $16.65 billion in 2025, while Australia is the fastest-growing major market at 9.7%, according to the same PQ Media forecast.