Globális DOOF-hirdetési kiadások 12% nőtt 2025-ben ahogy a 2026-os feljavulás fenyeget

Hogy gyorsan nő a globális DOOF-hirdelése?

According to research from PQ Media, worldwide digital out-of-home (DOOH) expenditure climbed 12% in 2025, a slower pace than the 15.5% expansion recorded in 2024. Digital place-based networks grew 12.4% to $18.20 billion, while digital billboards and posters rose 11.3% to $9.28 billion. PQ Media founder and CEO Patrick Quinn noted that brands increasingly view DOOH as a core part of omni-media campaigns, crediting AI and programmatic buying with helping operators sharpen messaging and measure return on investment. The sector has now posted four straight years of double-digit gains after a 26.0% pandemic-driven contraction in 2020. China became the largest OOH market at $16.65 billion in 2025, with Australia the fastest-growing major market at 9.7%, according to the same PQ Media forecast.

Miért valgondoznak a választások és a sportesemények a DOOH-ra?

PQ Media projects a 15.3% rebound in global DOOH spending for 2026, lifted by federal elections across 13 of the top 20 markets alongside the Winter Olympics in Italy and the FIFA World Cup staged in the United States, Canada and Mexico. Admissions at those two events surpassed the 2022 Winter Olympics in China and the Qatar World Cup, with official sponsors pushing real-time statistics and results onto digital networks. Cinema venues benefited from the largest slate of blockbusters in seven years, while returning office workers revived roadside, transit and corporate locations. Still, operators remain cautious: tariff disputes and the Iran conflict have rekindled inflation and, through the closure of the Hormuz Strait, disrupted the supply chain for new panels and delayed signage deliveries.

Mi sürgeti a programmatikus DOOH kiterjesztést emerging piacokon?

Programmatic access is extending DOOH into new venues and regions. Viooh has struck a deal with Brazilian network B-Drops to add 7,680 digital displays in gyms, salons and barber shops to its supply-side platform, according to DailyDOOH. The arrangement gives advertisers automated entry to wellness-focused audiences across Brazil. India is emerging as one of the fastest-growing digital signage markets on both the supply and demand sides, with local software, services and LED manufacturing supporting concepts such as the 'social tree,' roadside DOOH and scalable retail media. Australia leads the world in DOOH's share of total out-of-home exposure at 73.3%, while the United States reached $14.64 billion in overall OOH spend in 2025.

Ki lép a DOOF-management szerepbe?

Leadership churn continues across the sector. DailyDOOH reported that Ryan McElvaney has joined POLAR. The hiring trend runs parallel to broader structural shifts: consumer time spent with out-of-home media rose 0.7% to 1.12 hours per week in 2025, with DOOH accounting for 40.6% of that engagement after growing 6.7%. Taiwan recorded the highest exposure worldwide at 6.33 hours per week, and Germany posted the fastest DOOH exposure growth at 11.1%.