Outdoor advertising: OOH, DOOH and pDOOH investment forecast for the next few years

Investment projections for the coming years in out-of-home advertising show continuous and transformative growth. In this article, we explore what to expect for Traditional out-of-home advertising (OOH), Digital out-of-home advertising (DOOH), and the growing market of programmatic (pDOOH)

Last update: November 20, 2024

Traditional Out of Home (OOH)

Traditional out-of-home advertising is expected to grow stable in emerging markets. Although its expansion is moderate compared to digital formats, it remains essential for mass reach, especially in emerging markets.

According to projections, global investment in traditional OOH is expected to grow at 2-3% annually until 2026, with strong momentum in regions such as Asia-Pacific and Latin America.

This is largely due to the mass reach and visibility this medium continues to offer in various cities and high-traffic areas.

Digital Out of Home (DOOH): The Evolution of Cities and Out of Home Advertising

Digital Out of Home (DOOH) has shown impressive growth, and it is projected that by 2024, global investment will reach $16 billion, representing nearly 39% of the total in out-of-home advertising.

Technological improvements, such as digital infrastructure in top-tier cities (New York, Tokyo, and London), have driven this expansion.

In Asia-Pacific, DOOH is experiencing faster adoption due to high investment in digital technology, while in Europe, consolidation is solidifying in mature markets such as the United Kingdom and Germany.

Programmatic pDOOH: Personalization and Real-Time Optimization

Programmatic DOOH (pDOOH) is the fastest-growing segment in out-of-home advertising. An annual increase of 20% is projected over the next five years, allowing brands to leverage automation to optimize their campaigns in real-time, based on contextual data such as weather or time of day.

This shift transforms how OOH campaigns are planned, making it possible to measure effectiveness instantly and personalize messaging to better capture the target audience's attention.

By 2027, more than 50% of digital out-of-home ads are expected to be programmatic, reflecting a fundamental change in the industry and offering unprecedented opportunities for brands to increase visibility and quickly adapt to market changes.

At Taggify, we are at the forefront of programmatic out-of-home advertising, offering the best tools to launch campaigns that transform advertising. Contact us to learn more.