LONDON, Today: The 2024 WOO Expenditure survey covers global OOH spending in 2023 and gives estimates for 2024. It’s done via a short questionnaire sent to WOO members and OOH associations worldwide.
Building on data since 2019, the survey tracks the impact and recovery from COVID-19 and local economic conditions. It also looks at the investment in DOOH, which is driving OOH growth globally. This helps WOO members learn from other markets to boost their own growth.
The 2024 survey had 109 participants from 85 territories, representing 95% of global GDP and 78% of the global population. Unreported territories are estimated based on similar ones or excluded.
In 2023, global OOH spend hit $ 41.9bn USD, making up 5.2% of global ADEX. This surpassed the $ 40bn mark, the 5% barrier, and beat the 2019 figure of $ 36.3bn. OOH spending is forecasted to grow to $ 45.3bn USD in 2024.
Regionally, APAC leads with nearly half of global OOH spend at $ 20.2bn, covering 40% of global GDP. Europe follows with $ 10.3bn, 25% of the total, matching its GDP share. North America ($ 9.4bn), LATAM ($ 1.3bn), and Africa ($ 0.7bn) trail behind, with Africa likely underreporting due to its informal economy.
Global DOOH expenditure hit $ 16.7bn USD in 2023, nearly 37% of all OOH revenues, and is the main growth driver. Investment in DOOH infrastructure varies: Europe leads at 39.2%, APAC is at 36.1%, North America at 32.9%, LATAM at 31%, and Africa at 20.1%.
Territories with heavy DOOH investment show the most growth. Leading markets include Australia (76% of OOH revenue), the UK (65%), Germany (41%), China (40%), and South Korea (40%).
Programmatically traded DOOH grew to $ 1.2bn USD globally, 8.1% of total DOOH revenues. This figure may be underreported and is expected to grow in the 2025 report.
The World Out of Home Organization’s Global Expenditure Survey relies on the collaboration of our worldwide members. We thank them for their contributions.
- Detailed data from 2019-2024 is available to WOO members at worldooh.org.
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