UMA Benchmark OOH Investments ; H1 2025

OOH Investments Up 5% in the first semester 2025, Driven by DOOH Growth

Out-of-home media investments in Belgium and Luxembourg recorded a +5% growth in the first half of 2025 compared to the same period in 2024.  This marks the fourth consecutive year of expansion for the medium — though the double-digit increases seen in recent years are now stabilizing.

The Digital Out of Home (DOOH) segment remains the clear growth driver, rising +15% year-on-year and now representing nearly one-third of all OOH investments.

” The Belgian OOH market grew by 5% in the first half of 2025 — a more moderate pace, yet aligned with Nielsen’s forecasts,” said Saskia Vanhaelen, OOH Supervisor at Rapport (Mediabrands). “This growth is almost entirely due to DOOH, confirming its role as the main engine of development. The slowdown in classic poster formats reflects not a decline in interest, but a saturation of available locations, which makes planning more complex and shifts budgets toward digital formats offering flexibility and urban integration.”

Within the digital segment, programmatic buying continues to evolve but at a slower pace than overall DOOH growth. Around 20% of digital OOH investments are now traded programmatically — a sign of steady but cautious adoption.

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