What is the current market look like of the digital signage out of home ?

The World Out of Home Organization (WOO) has published its Global Expenditure Survey 2024. This includes global OoH expenditure for 2023 and estimates of OoH expenditure for 2024. The figures are based on a survey within WOO members and national OoH associations. 2024 109 members participated, covering 85 individual areas, which together represent 95 percent of global GDP and 78 percent of world population.

According to the survey, global OoH spending reached 41.9 billion US dollars in 2023, The WOO predicts that OoH spending will be up to 2024 to 45.3 billion US dollars.

Worldwide DooH spending rose to 16.7 billion US dollars by 2023, which accounts for almost 37 percent of all OoH revenues worldwide. Europe is slightly above the global average by 39.2 percent, followed by APAC (36.1 percent), North America (32.9 percent), LATAM (31 percent) and Africa by 20.1 percent.

Comparing countries, it is clear where investments have been made in DooH displays: Australia with 76 percent of OoH sales and the UK with 65 percent are the clear leaders, Germany is in third place with 51 percent, closely followed by China and South Korea (each 40 percent).

Programmatic DooH grew to reported total expenditure of 1.2 billion US dollars in worldwide, which represents 8.1 percent of total DooH revenue – although this data is not recorded in all markets and may not be representative of all sales traded in this way. WOO expects that this figure in the 2025 report will increase significantly due to a combination of increasing market acceptance and increased documentation.