Digital Out-of-Home Ad Spend Slowed in 2025, Projected to Rise in 2026
Global digital out-of-home (DOOH) advertising expenditure grew 12% in 2025, down from 15.5% in 2024. A 15.3% increase is projected for 2026, driven by elections and sporting events.
Global digital out-of-home (DOOH) advertising spending increased by 12% in 2025, a deceleration from the 15.5% growth observed in 2024. Analysts forecast a rebound to 15.3% growth in 2026, primarily fueled by upcoming elections and major sporting events.
The DOOH market, which includes digital place-based networks, digital billboards, and signage, experienced a slower rate of expansion. This slowdown in 2025 is attributed to a combination of factors, including broader economic uncertainties and a more cautious approach from some advertisers.
The projected acceleration in 2026 is largely anticipated due to significant scheduled events. These include federal elections in 13 of the top 20 markets, alongside major international sporting competitions like the Winter Olympics and the FIFA World Cup.
Despite the temporary slowdown, the DOOH sector continues to demonstrate long-term growth potential, driven by technological advancements and the increasing ability to deliver targeted advertising messages. The 2025 figures are seen as a normalization rather than a fundamental shift in the market's trajectory.