J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowGlobal OOH and DOOH advertising spending 2024-2028
Mid-2024 forecasts projected that the global outdoor advertising revenue would amount to an estimated 49.7 billion U.S. dollars that year, of which 29.3 billion (or 59 percent) would come from traditional out-of-home (OOH) media, while digital out-of-home (DOOH) would account for the remaining 20.4 billion dollars (41 percent). Both segments were expected to expand as the decade unfolds, with total OOH ad spending reaching nearly 68 billion dollars by 2029, 29.8 billion (44 percent) of which will consist of DOOH.
DOOH boosts the outdoor media industry
The world's top five outdoor ad companies are based in Western Europe and the United States: JCDecaux, Ströer, CCO, Lamar, and Outfront Media. 2023 data reveals all of them recorded higher growth in DOOH revenues than for overall outdoor media activities. That reinforces the relevance of the digital segment for the industry's expansion.
The world's flagship market for DOOH
Out of the 15 leading global OOH firms, three are headquartered in China. That includes 2023's sixth-placed company, Shanghai-based Focus Media. While Chinese players' financial results remain far from their Western competitors, the Asian country is ahead in the digital game. In 2024, China alone accounted for an estimated 55 percent of DOOH ad revenues worldwide. If that concentration continues, Chinese outdoor media companies are more likely to experience faster growth.
