With 26 percent growth, DooH emerges as the clear winner in the preliminary Nielsen Ad Trend for 2025. The channel is driving the entire Out-of-Home segment to a market share approaching 10 percent.
Germany: DooH Market Surges Over 25% in 2025
According to the 2025 Nielsen Ad Trend, the past year once again confirmed Digital-out-of-Home (DooH) as the industry’s strongest growth performer. DooH in Germany recorded year-on-year growth of 26 percent, increasing annual gross ad revenues by around €350 million to approximately €1.7 billion. This growth came despite an overall decline of 0.9 percent in the advertising market as a whole.
DooH has thus continued its strong momentum from previous years: the medium grew by 19 percent in 2024 and by 25 percent in 2023. Within the Out-of-Home (OoH) segment, DooH further expanded its market share to 48 percent last year.
Strong December
A key growth impulse came from the fourth quarter of 2025, when DooH revenues increased by 27.8 percent compared to the same period a year earlier. December in particular stood out, with gross ad revenues from digital screens in public spaces rising by 54.7 percent year-on-year.
The German IDOOH Institute believes that many advertisers leveraged DooH’s ability to build reach quickly, address specific target groups, and book campaigns flexibly in order to stimulate gift purchases during the Christmas season. This trend was especially pronounced in the at-retail DooH segment, which posted growth of 92.1 percent compared with December 2024.
“As the only digital mass medium in public space, DooH reaches the entire mobile population – regardless of devices, platforms or login ecosystems,” explains Frank Goldberg, Managing Director of IDOOH. “At a time of increasingly fragmented media consumption, Digital-out-of-Home offers advertisers a reliable, high-reach and high-attention presence along consumers’ daily journeys. At the same time, DooH is one of the most environmentally friendly media channels, as content is delivered digitally in a resource-efficient way, resulting in a comparatively low CO₂ footprint per contact.”
10 percent within reach
Overall, Out-of-Home advertising positioned itself very strongly in 2025. According to Nielsen, the medium now accounts for a 9.9 percent share of the total advertising market, up from 9.2 percent in 2024. Gross OoH ad revenues increased from just under €3.2 billion to €3.56 billion.
Kai-Marcus Thäsler, Managing Director of the OoH association BAM, comments: “In the summer of 2025, Out-of-Home crossed the 10-percent threshold and has since been reporting double-digit shares of the gross media market month after month. Our medium continues to grow at double-digit rates. And looking ahead to 2026, all media agency forecasts show green lights for OoH. This is an Out-of-Home year.”
The figures are based on the latest Nielsen Ad Trend and represent preliminary gross advertising revenues. Late reporting is still possible until February – so reaching the 10-percent mark for the full year may yet be within reach.
