Sub-Total: $0.00
DOOH adoption triples
25 October 2026
Australia’s Digital Out-Of-Home (DOOH) advertising sector is on the rise and rise with new research showing that adoption of DOOH globally has tripled over the past year. The research also claims that 89% of brands investing in out-of-home (OOH) advertising are generating profitable returns, reinforcing the channel’s appeal to advertisers seeking stronger returns on media spend.
Craig Benner, CEO of leading OOH technology provider, Accretive, who along with marketing analytics platform Keen Decision Systems recently conducted a new international research report, says: “The rapid acceleration of DOOH proves brands recognise the power of real-world exposure, yet the wide range in returns shows that execution strategy largely determines success. Proper DOOH execution requires real audience planning, purpose-built data, and rigorous outcomes measurement.”
According to Australia’s Outdoor Media Association (OMA), DOOH has accounted for 77.1% of total OOH advertising revenue in the first half of 2026, with overall OOH revenue rising by 6-7% year-on-year. Elizabeth McIntyre, OMA CEO, affirms that: “Brands continue to invest in Out of Home because it consistently delivers results.”
While investment is increasing, advertisers want clearer evidence of what their spending delivers. That is the second major trend shaping the sector, particularly as programmatic technology makes digital screens easier to plan and buy alongside other digital media.
IAB Australia’s 2026 Programmatic Digital Out-of-Home State of the Nation report found three in four agencies expect programmatic DOOH investment to increase over the next 12 months. However, 42% of respondents believe that ‘return on investment remains the biggest barrier to wider adoption’.
Gai Le Roy, CEO of IAB Australia, explains: “The conversation has moved from ‘explain it to me’ to ‘prove it to me’.”
But the over-arching message remains clear: advertisers are increasingly open to DOOH, but continued growth will depend on more than expanding screen networks. Better audience data, transparent reporting and reliable measurement of campaign effectiveness will be critical to turning rising interest into sustained investment.
Digital already dominates OOH revenue, and growing demand for programmatic buying points to further expansion. The next challenge is demonstrating that this growth delivers measurable business outcomes for advertisers.
