Programmatic DOOH: The Growth Engine of Out of Home Advertising in 2025

Market

Programmatic out-of-home advertising is undergoing a historic transformation. According to the latest Global Expenditure Report by WOO, global OOH investment will surpass $49.8 billion USD in 2025, with programmatic DOOH (pDOOH) reaching $2.2 billion USD, representing 10.9% of total DOOH revenues worldwide.

Last update: October 14, 2025

Why is Programmatic DOOH Growing?

These figures confirm what brands and agencies have already noticed: OOH is a dynamic, adaptable medium with an increasingly digital future.

The rise of pDOOH is no coincidence. The implementation of technology in outdoor advertising allows for the automation and optimization of digital screen space purchases with real-time data. The result? Campaigns that are more precise, flexible, and measurable.

Key Drivers of This Growth:

Efficiency and agility: Automation simplifies campaign planning and execution.
Advanced targeting: Contextual, geographic, and time-based targeting ensures brands reach the right audience at the right moment.
Continuous optimization: forecasting and Real-time reporting maximizes ROI.
Privacy and trust: Contextual data respects user privacy, enabling ethical and effective campaigns.
Cross-media integration: with DSPs and SSPs on full-stack platforms such as Taggify, producing an incremental impact of DOOH in combination with television and online video, which unify the brand experience across multiple channels.

An Industry Learning from Its Challenges

Like any evolving ecosystem, programmatic DOOH also faces challenges: brand safety, data privacy, media fragmentation, and, in some cases, the perception of a lack of return.

The good news is that the industry is already responding. Today, there are better brand safety controls, greater transparency in data use, primarily leveraging contextual data, campaigns that combine channels by reallocating their budget to DOOH, and advanced metrics that clearly show how and where each budget is invested—the result is a more reliable ecosystem that generates confidence among advertisers.

The Future of OOH is Programmatic

With record-breaking investment, proven benefits, and a more transparent ecosystem, programmatic DOOH has become the main growth engine of out-of-home advertising.

At Taggify, we help brands and agencies seize these opportunities with a platform designed to launch programmatic campaigns that connect with audiences in the physical world like never before.