New Report: OOH Media Investments Benchmark 2025-2024

The new UMA OOH Benchmark Report is out, tracking net media investments across Belgium and Luxembourg. The data confirms a powerhouse performance for Out-of-Home media, marking its fourth consecutive year of double-digit growth.

Key Highlights from the Report:

• Market Surge: Total OOH revenue grew by 13%, reaching a total of €158 million.
• Rapid Expansion: Since our first study in 2021, the market has seen a total growth of 68% (on a like-for-like basis in Belgium).
• The Digital Revolution: Digital OOH (DOOH) continues to outpace the general market, now representing 37.1% of total investments.
• Programmatic Breakthrough: For the first time, programmatic DOOH investments have surged past the €10 million mark, now accounting for 20% of all digital OOH campaigns.
• Luxembourg Focus: A standout performance in the Grand Duchy, where OOH media saw an impressive 25% growth in 2025.

About the Benchmark

This report is based on net media investments (excluding technical costs, taxes, and fees) declared by leading agencies including Billups, Dentsu, Havas, Mediabrands (Initiative, UM, Rapport), Talon, WPP Media (EssenceMediacom, Mindshare, Wavemaker), and Zigt.