DOOH's share of the ad market
Out-of-home is the only traditional medium still growing, and digital is the engine. The market-size series, DOOH's rising share of OOH, and the definitional spread between sources.
One macro fact underwrites the whole beauty DOOH thesis: while most traditional media shrink, out-of-home keeps growing — and the growth is digital. This benchmark gathers the verified market-size and share numbers from the major forecasters, shows DOOH’s rising slice of OOH, and is honest about the definitional spread that makes any single market figure an estimate within a range.
OOH: the traditional medium that grows
The structural story first. As print, linear TV and radio decline, out-of-home gains. In 2024 global OOH grew +10% — the most dynamic of all traditional formats — and now captures about 13% of traditional-media ad sales, up from 11% in 2019 and just 6% in 1999 (MAGNA, global). OOH is taking share within traditional media even as the category overall shrinks, which is why it reads as a growth channel rather than a legacy one.
Digital is the engine
Inside that OOH growth, the money is moving to screens. DOOH ad revenue rose +18% globally in 2024 (MAGNA), and the category compounds: Grand View Research sizes global DOOH at $20.7B in 2024, reaching $39.1B by 2030 at a 10.7% CAGR (Grand View Research, global) — roughly double-digit growth every year for the rest of the decade.
In the US the digital shift is explicit. DOOH grew +10.5% in 2025 versus just +3.6% for OOH overall, lifting DOOH to about 36% of US out-of-home revenue inside a record $9.46B US OOH year (OAAA, US). Globally, the largest media group puts DOOH at roughly 40%+ of total OOH spend and rising (WPP Media). The direction is unanimous across sources: DOOH is taking share of OOH, year after year.
DOOH’s share of OOH
Pulling the share figures together (OAAA; WPP Media; MAGNA — primary):
| Measure | DOOH share of OOH | Source · scope |
|---|---|---|
| US, 2025 | ~36% | OAAA |
| Global | ~40%+ | WPP Media |
| Growth differential (US, 2025) | DOOH +10.5% vs OOH +3.6% | OAAA |
The gap between the US (~36%) and the global (~40%+) figures is scope and method, not contradiction — and the shared signal is that DOOH’s slice of OOH is large and growing, with the digital share climbing as networks expand and static converts to screens.
The fastest slice is where beauty sits
Not all DOOH grows equally. The single fastest-growing segment is place-based media — screens inside venues — projected at a 12.9% CAGR, ahead of the 10.7% DOOH-market average (Grand View Research, global). The reason analysts give is exactly the beauty thesis: captive, contextually-receptive audiences who can’t scroll past. Beauty venues are a recognised, top-level class of that place-based inventory (see the OpenOOH taxonomy) — and screen penetration across them is still in the low single digits. A fast-growing, high-attention format mapped onto a vast, barely-screened venue base is the opportunity. (The full bottom-up sizing is in Beauty DOOH market sizing.)
A note on the spread
Why do market numbers differ between houses? Different forecasters scope and define DOOH differently — MAGNA reports the digital figure inside a ~$36.2B global OOH base, while Grand View models the DOOH category directly — so any single market number is a sized estimate within a definitional range, not a settled fact. Treat the headline dollar figures as order-of-magnitude, and the direction — double-digit, multi-year, digital-led growth, on which every source agrees — as the robust finding.
Related: Beauty DOOH market sizing · Programmatic share of DOOH · OpenOOH Health & Beauty taxonomy · Digital out-of-home · Place-based media · The Beauty DOOH market