UMA Benchmark OOH Media Investments 2025 : A fourth consecutive Year of double-digit Growth

Sustained Growth in OOH Media : the Out-of-Home (OOH) advertising sector in Belgium and the Grand Duchy of Luxembourg has once again recorded remarkable growth in 2025. For the fourth consecutive year, OOH media investments have surged by double digits, marking an +13% increase compared to 2024.

DOOH’s increasing Market Share : the growing significance of DOOH is another key finding of the 2025 UMA OOH Benchmark. Digital formats now command a market share of 37.1%.

Koen Van Rhijn, Managing Director Billups Belgium : “OOH remains one of the few media channels capable of combining scale, context and creativity in the real world. As digital networks expand, brands can increasingly use OOH not only for visibility but also for more dynamic and data-driven communication. This evolution makes the medium more relevant than ever for advertisers.”

This report is based on the total investments in all OOH media in Belgium & Luxemburg by the Media Agencies members of UMA, without technical costs, fees and taxes and reveals the evolution of the total market and the market share of DOOH (Digital Out Of Home formats) since 2021.