The stat sheet
Every figure stamped: publisher, vintage, and the date we checked it, all resolvable in proof-of-play. Last verified 31 July 2026. If a number is not here, we could not trace it to a primary source, and neither should your deck.
How fast is DOOH growing, relatively?
Digital grew 10.5% inside an OOH market growing 3.6% OAAA FY2025: digital is the growth engine, static the ballast. Programmatic grows faster still (+22.6% forecast for 2026) but from a small base ($1.22B, about 30% of DOOH revenue) eMarketer 2026 forecast. The UK shows the endgame: 67% digital share of a market that still grew only 2.6% overall Outsmart (UK OOH trade body) FY2025; digitization shifts share within OOH more than it grows OOH.
Numbers we deliberately exclude
- "65% programmatic by 2026": a misread 2029 projection; the 2026 forecast basis is ~30% of revenue eMarketer 2026 forecast.
- Global screen counts: vendor decks circulate figures with no auditable source; we found none worth stamping.
- Average discount percentages off rate cards: undocumented anywhere neutral (what is documented).
Context: what is DOOH, 2026 trends, the UK market. Rates, as opposed to market stats: the rate board.