DOOH Sector Expected to Reach North of $50 Billion by 2026

New research from AI enterprise SaaS platform, Alfi, reveals 95% of advertising executives expect the Digital Out of Home advertising sector to grow over the next two years, with 51% anticipating dramatic expansion.

At the end of 2020, the DOOH advertising market was estimated to be worth $41.06 billion, but by 2026, nearly two out of three advertising executives interviewed predict this will rise to between $50 billion and $55 billion. A further 16% expect it to be worth between $55 billion and $60 billion, and 14% estimate it will be even bigger.

Key Findings:

  • The market was estimated to be worth $41.06 billion in 2020 (2)
  • 65% of advertising executives believe the market will be worth between $50 billion and $55 billion by 2026
  • 30% expect it to be worth more than $55 billion in five years’ time
  • Alfi’s AI SaaS platform transforming the face of DOOH

Out-of-home advertising is traditional outdoor advertising, targeting consumers when they are in public places, commuting to work, or for example in specific commercial locations. Digital out-of-home advertising is OOH powered by technology that provides a number of features including tracking, retargeting, personalizing of adverts and greater attribution and measurement of campaigns.


In terms of how advertising spend on DOOH will change between now and 2026, 50% of respondents anticipate it will rise dramatically and a further 40% expect it to increase slightly.

The main reason for this growth is that there will be a bigger general spend on digital advertising – the view of 66% of senior advertising professionals interviewed.


“There is little doubt that the DOOH advertising market is enjoying strong growth. Society, as a whole, is becoming increasingly digitized, and the advertising sector is looking to make greater use of technology to deliver stronger more personalized and effective campaigns, and greater transparency around results,” said Kevin Buchler, Vice President- UK Operations, Alfi.

“The unique qualities of DOOH advertising in meeting these trends helps to explain why the sector is enjoying such strong growth.”


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