World Out of Home Organisation 2025 Global Expenditure Survey Results

The World Out of Home Organisation (WOO) has released selected results of its 2025 Global Expenditure Survey, providing a comprehensive snapshot of Out of Home (OOH) media investment across the globe.

The annual survey captures global OOH expenditure data from 2024 and delivers forward estimates for 2025. Conducted through a short-form questionnaire distributed to WOO members and OOH associations worldwide, the survey represents an extensive data set on OOH performance.

Building on annual data collected since 2019, the survey results highlight OOH’s continued resilience and growth, especially in relation to the increasing adoption of Digital Out of Home (DOOH). This year’s findings allow WOO members and trade associations to benchmark progress, identify global trends, and apply international insights to their local markets.

WOO says the 2025 survey was completed by 95 WOO members across 85 distinct territories, collectively representing 95% of global GDP and 79% of the global population. Where territories did not report, data was modelled using comparable population and GDP indicators.

Key Highlights from the 2025 Survey:

• Global OOH spend in 2024 reached USD $46.2 billion, accounting for 4.8% of global ad spend – surpassing the USD $45 billion mark and exceeding previous forecasts by USD $1 billion.
• Forecast for 2025 projects global OOH spend to reach USD $49.8 billion, marking another year of strong growth.
• APAC leads global OOH investment, contributing 49% of global OOH spend at USD $22.8 billion, well above its 40% share of global GDP.
• Other regional spends include North America (USD $9.7 billion), Europe (USD $9.5 billion), LATAM (USD $2.7 billion), and Africa (USD $1.4 billion), with under-reporting in Central Africa remaining a challenge.

DOOH continues to be the primary growth driver for the sector, with global spend rising to USD $17.9 billion in 2024 – nearly 39% of total OOH revenues. Regions leading DOOH adoption include:

• APAC – 41.6%
• Europe – 40.8%
• North America – 34.4%
• LATAM – 31.1%
• Africa – 24.4%

Countries demonstrating the highest share of DOOH within their OOH markets include Australia (74%), UK (66%), China (46%), Brazil (46%), and South Korea (44%).

Programmatic DOOH trading also recorded a strong increase, with global spend reaching USD $1.7 billion – representing 9.4% of total DOOH revenue. This is forecast to grow to USD $2.2 billion in 2025, or 10.9% of total DOOH revenue.