Cinema attendance and major events are fueling a rebound in digital out-of-home ad spending. PQ Media forecasts over 15% growth in both U.S. and global markets this year. Brands are increasing investment in DOOH networks.
Digital out-of-home (DOOH) advertising return to strong growth in 2026, following a slowdown last year. According to PQ Media's latest Global Digital Out-of-Home Forecast, both U.S. and worldwide DOOH ad spending are projected to expand by more than 15% this year, reversing the deceleration seen in 2025.
In the United States, DOOH ad-spending growth had dipped to 11.3% in 2025. PQ Media now expects a rebound to 15.4% growth in 2026. Globally, the growth rate is forecast to rise from 12.0% last year to 15.3% this year. The report attributes this renewed momentum to several factors, including a surge in cinema attendance and increased media buying activity.
PQ Media CEO and Founder Patrick Quinn said brands and agencies increasingly view DOOH as a core component of omnimedia campaigns, especially for driving engagement near points of purchase such as gas stations and malls. Quinn noted that the adoption of new technologies, including AI and programmatic buying, is making DOOH more attractive to advertisers and agencies. He emphasized that DOOH media now demonstrates a measurable impact on brand equity, company reputation, and emotional connections with consumers throughout the day.
The report highlights several drivers behind the current growth: higher foot traffic in brick-and-mortar retail, rising passenger counts on mass transit systems, and a notable increase in movie theater attendance, with the highest number of blockbuster releases in seven years. Major international events are also contributing, as attendance at the 2026 Winter Olympics in Italy and the FIFA World Cup in the United States, Canada, and Mexico has already surpassed figures from the 2022 editions. Many official sponsors are leveraging DOOH networks to deliver real-time statistics and results to audiences on-site.
However, PQ Media's research also points to a countervailing trend: the number of miles driven by car and flown by air has plateaued, largely due to higher fuel costs. This factor may temper some of the gains in certain DOOH environments.
For additional perspective on how shifts in ad inventory and supply are affecting digital publishers, see this analysis of recent ad supply declines and their impact on pricing strategies.
