UMA Benchmark OOH Investments ; H1 2026

UMA Benchmark OOH Media H1 2026: Double-Digit Growth Driven by Digital Out Of Home

Out of Home (OOH) media investments across Belgium and Luxembourg achieved strong double-digit growth in the first half of 2026, rising by +13% compared to H1 2025. The growth was primarily driven by Digital Out Of Home (DOOH), which expanded by +19% and now represents over a third of total OOH spend.  

Key Highlights :

• Overall Market Expansion: Total OOH investments grew by 13% year-over-year. 
• DOOH Momentum: Digital formats rose 19%, reinforcing DOOH’s role as the primary growth engine for the OOH sector.  
• DOOH Buying Channels: While DOOH investments overall grew significantly, programmatic DOOH investments remained under €5 million, resulting in a slight decrease in its market share relative to direct bookings in Belgium and Luxembourg.  
• Classic OOH Remains Solid: Traditional static poster formats continue to maintain a strong, steady foundation alongside digital expansion. 

Industry Perspectives :

“The Belgian OOH market returns to double-digit growth in H1 2026. DOOH’s expansion confirms its role as the market’s key growth engine, offering flexibility, reactivity, and deeper urban integration that continues to attract advertisers across all sectors.”— Saskia Vanhaelen, OOH Supervisor at Rapport (Omnicom Media)  

“We are seeing widespread growth across the entire out-of-home landscape. Classic poster display remains a reliable constant, while digital serves as the main acceleration engine. Programmatic DOOH has now found a stable baseline, and the real opportunity lies ahead: savvy advertisers recognize programmatic not as an end in itself, but as the tool of choice to refine campaigns, reach target audiences more effectively, and structurally boost impact.”— Koen Van Rhijn, Managing Director at Billups Belgium  

Read also the comments & analyses of the OOH benchmark reports on best-of-ooh.be.