OOH media sees record performance in 2024, with digital formats fueling continued growth.

Global out-of-home (OOH) advertising spend reached $46.2 billion USD in 2024, accounting for 4.8% of total global ad expenditure, according to the World Out of Home Organization’s latest Global Expenditure Report. Marking its strongest year to date, global OOH spend is projected to grow to $49.8 billion USD in 2025, a 10% increase from 2023.

Covering 85 territories representing 95% of global GDP and 79% of the global population, the report is considered the most comprehensive analysis of global OOH spend to date.

Asia-Pacific leads the market with $22.8 billion in OOH spend-49% of global OOH investment—despite contributing 40% of global GDP. It is followed by North America ($9.7B), Europe ($9.5B), Latin America ($2.7B), and Africa ($1.4B). The report notes under-reporting challenges in parts of Africa.

Digital out-of-home (DOOH) continues to be the primary growth driver, reaching $17.9 billion in 2024, representing nearly 39% of all OOH revenue. DOOH investment varies by region, with Australia (74%), the UK (66%), and China (46%) leading in revenue share from digital formats.

Programmatic DOOH spend rose to $1.7 billion, or 9.4% of DOOH revenue, and is expected to hit $2.2 billion (10.9%) in 2025. WOO noted that data inconsistencies may understate actual programmatic figures.

“OOH is growing-even in a media landscape dominated by digital,” said Tom Goddard, President, WOO. “We’re gaining ground on other legacy media, and this report proves it.”