The State of Out-of-Home Advertising in 2026
The latest global spending report from WOO (World Out of Home Organization) highlights a significant figure: global OOH closed 2025 at $54.2 billion, a 15% increase from the previous year. This marks the fifth consecutive year of growth for the medium, now representing 5.1% of total global advertising investment. However, the interesting detail lies not in the total itself, but in how it is composed and what growth potential remains in our region. The world is looking at more screens than ever, and LATAM is just beginning.
Digital is (Almost) Half the Pie
Within this global OOH, the digital segment has been steadily gaining ground. In 2025, DOOH accounted for 47% of total OOH spending, amounting to $25.5 billion. For 2026, WOO projects this share to rise to 49%, approximately $28 billion.
It is not yet the majority—the static medium still holds a slightly larger share for now—but the trend is clear: 2026 is the year when DOOH comes within inches of becoming, for the first time in the sector's history, the majority share of global OOH. The question is no longer if it will happen, but when.
Where LATAM Stands on This Map
This is where the report becomes truly interesting for the region. While in Asia-Pacific DOOH already represents 55.7% of total OOH, and in Europe 41.3%, in LATAM that share is 27.7%. It is the lowest DOOH penetration in the world after Africa.
Viewed differently: LATAM is the region with the most room for conversion to digital media. What has already happened in other markets is still happening here. And that is not a weakness—it is the clearest opportunity the sector has in the region right now.
Brazil is already leading the way: it is among the ten largest OOH markets in the world, with $1.33 billion, and is one of the three economies with the highest growth in media share globally, along with China and South Korea.
Programmatic, Still Early, and There Lies the Window
Within DOOH, the programmatic portion (pDOOH) reached $2.1 billion globally in 2025: 8.4% of total DOOH. This number confirms something important—programmatic is just getting started. There is still much ground to cover, and whoever builds it first sets the rules.
There is an extra detail that says more than the number itself: WOO acknowledges that this pDOOH figure is not consistently captured across all markets, which is why it launched, together with PwC, an audited study specifically to measure programmatic with more rigor.
It is essentially the global industry admitting a problem that Taggify identified some time ago: programmatic can scale quickly, but only if it can be measured with the same precision as digital media. Without standardized measurement, each pDOOH campaign is an isolated case—difficult to compare, defend to a client, or scale.
That's why we built Métrica: not as just another report at the end of the campaign, but as the foundation for measuring every screen, in every market, with the same criteria. While the global sector is just starting to agree on how to standardize pDOOH measurement, Taggify is already applying it in LATAM.
The Summary
OOH is growing solidly and steadily. Within this growth, digital is the driving force, and it is about to become the majority share of the medium worldwide. LATAM still has the longest path to digitalization—which means it also has the greatest growth potential of any region.
Within that potential, programmatic is the newest frontier: still small, but with an urgent need for reliable measurement to scale.
Physical spaces. Smart media. The region is our base, not our limit.