The Convergence of Programmatic DOOH and Retail Media: What to Watch in 2026

At a glance: The WOO Global pDOOH Expenditure Study 2026—PricewaterhouseCoopers as independent aggregator of 12 supply-side platforms across 40+ markets—puts full-year 2025 global programmatic DOOH at $1.339 billion, 7.0% of total global DOOH spend. The United States is the largest market by volume at $545.5 million (15.9% penetration). The Media Leader (29 Sep 2026), citing the study’s advertiser cut, reports retail as the largest vertical at $165 million (12.4%). Private marketplaces are 75.7% of global pDOOH ($1.014 billion). Those figures are supply-side indicative estimates, not Take 10 revenue and not a rate card. Local brands buying a convenience-store checkout or ATM screen do not need an exchange seat. Venue-level self-serve is the small-budget path on our US network of 1,500+ C-store and ATM screens.

What WOO and PwC Measured for FY2025

Report 1 (geography; WOO says it was available from 14 Sep 2026) and Report 2 (verticals, DSPs, and deal types) use the same dataset: confidential SSP revenue sent to PwC. PwC aggregated and sense-checked those submissions. It did not audit each platform’s file. WOO calls the results indicative market estimates.

As published in Report 1:

• Global pDOOH, FY2025: $1.339 billion, 7.0% of total global DOOH spend.
• United States: $545.5 million, penetration 15.9%. Germany’s 31.8% is the highest penetration of any major market—volume and adoption are different numbers. Take 10’s screens are in the United States only.
• Americas $667 million (14.1% penetration); EMEA $521 million (9.4%); Asia-Pacific $151 million (1.7%).
• Private marketplace 75.7% ($1.014 billion). OOH-specialist DSPs 65.5% ($877 million).

Report 2’s public summary says retail, finance, and business & industrial lead advertiser verticals. The dollar figure for retail—$165 million, 12.4% of 2025 spend—comes from The Media Leader’s account of that study, not from a Take 10 tally. Retail leads on the buyer side: brands paying to be near stores.

None of these dollars is a Take 10 CPM, fill rate, or screen count.

From Digital Shelf to Digital Street: The 2026 Retail Media Revolution

For several years, retail media meant banners and sponsored search on e-commerce sites. Store screens are the physical counterpart: the retail advertisers ranked first in the WOO study are buying space near the shelf, not only on the website.

MadTech Magazine’s digital shelf to digital street is commentary on that shift. It is not the expenditure dataset above.

Traditional out-of-home often meant manual negotiations and long lead times. Programmatic DOOH shortens some of that, but the WOO figures say it did not copy open-auction digital: 75.7% of FY2025 spend still sits in private marketplaces. For a local brand, flexible budgeting is more often a venue-level booking than a real-time bid.

Key Trends Driving programmatic DOOH in 2026

Spend totals above come from WOO and PwC, not from operator blogs. Broadsign’s note on trends shaping out-of-home is useful for how buying workflows are changing, not as a second market-size source:

1. The Expansion of In-Store Retail Media Networks: Physical store networks are expanding rapidly, adding new digital touchpoints and supporting smart, context-aware content that adapts based on venue type, time of day, or regional demographics.
2. Automated and Agile Buying Workflows: Broadsign describes programmatic guaranteed and other automated workflows replacing some manual sales. WOO’s mix says those workflows are mostly private marketplaces and specialist DSPs, not a copy of open-web real-time bidding.
3. Audience-Led and Data-Driven Planning: Instead of buying billboard locations purely by geography, brands are bringing first-party data, shopper intent signals, and localized audience insights into their DOOH planning, ensuring ads appear on screens when the most relevant shoppers are nearby.

The Take 10 Media Approach: Premium In-Store Footprint

As programmatic DOOH and retail media merge, the success of any campaign hinges on the quality of the physical screen placement and the relevance of the venue. Broad, generic billboards on highways certainly build brand awareness, but they cannot influence immediate purchase intent the way in-store retail displays do.

Take 10 Media’s network is 1,500+ US convenience store and ATM locations. That is our screen count, not a slice of the $1.339 billion WOO total.

This specialized network targets two of the most critical touchpoints in the modern shopper’s routine:

• Convenience Store Displays: Convenience store shoppers are high-frequency visitors who enter stores with immediate purchasing intent. Placing vibrant video displays in checkout queues and near high-traffic point-of-sale areas allows brands to engage consumers exactly when they have their wallets out and are finalizing their buying decisions.
• ATM Active Transaction Screens & Toppers: During a withdrawal or balance check, the customer is already looking at the screen. Toppers and transaction screens put a video ad in that pause. That is placement, not a measured viewability rate.

Empowering Brands with Self-Serve Video Advertising

Most of that $1.339 billion trades in private marketplaces (75.7%) through OOH-specialist DSPs (65.5%)—invited deals between selected buyers and sellers, not an open seat a local brand has to win. A neighborhood advertiser who wants named screens next to the register does not need an exchange login. Venue-level self-serve is the small-budget path.

On Take 10’s self-serve advertising platform, you book the flight yourself. In the Take 10 Media Ads Portal, advertisers set up an in-store video campaign:

1. Pick the Right Touchpoints: Select from convenience store checkout screens, high-focus ATM displays, or regional clusters.
2. Control Your Budget: Set the flight in the portal instead of sending an agency RFP. The live quote is in the portal—this article does not publish a rate card.
3. Upload Your Video Assets: Seamlessly upload high-quality video creative. Because our displays support full-motion video, brands can bring their existing social media or digital video campaigns directly onto physical retail screens.
4. Track Performance in Real-Time: Access a comprehensive reporting dashboard to monitor impressions, active screens, play counts, and budget delivery.

Crafting Your Omnichannel Video Strategy

To succeed in this programmatic, retail-centric era, brands should plan their DOOH placements as part of an integrated funnel. A video campaign should not run in a silo. Instead, it should reinforce the digital touchpoints that consumers experience online.

For example, a brand running social media ads to build online interest can use in-store retail screens to capture those same consumers when they walk into a physical store. By aligning the messaging across both online channels and physical store-screen networks, brands can significantly lower the friction between discovery and purchase.

If you are exploring where to deploy your next video campaign, check out our comprehensive guide on where to launch self-serve video ad campaigns. This resource breaks down the specific advantages of convenience store environments and provides practical recommendations for choosing the right screens for your brand’s audience.

The Media Leader’s report of the WOO study ranks retail as the largest pDOOH advertiser vertical, and WOO shows most of the money clearing through private marketplaces. That is an agency and DSP story. For a local budget aimed at a convenience store or ATM, book the screens directly. Start a self-serve campaign on 1,500+ US locations—minutes upon approval, not an agency RFP. Market dollars in this article are WOO/PwC estimates, not Take 10 pricing.