{"id":306918,"date":"2026-03-15T15:32:15","date_gmt":"2026-03-15T14:32:15","guid":{"rendered":"https:\/\/be.themedialeader.com\/?p=306918"},"modified":"2026-03-15T15:34:32","modified_gmt":"2026-03-15T14:34:32","slug":"omzet-ooh-belgie-dooh","status":"publish","type":"post","link":"https:\/\/be.themedialeader.com\/nl\/omzet-ooh-belgie-dooh\/","title":{"rendered":"Omzet OOH nam in Belgi\u00eb met 13% toe, terwijl ook DOOH enorm groeit"},"content":{"rendered":"<p><span class=\"HwtZe\" lang=\"nl\"><strong><span class=\"jCAhz\"><span class=\"ryNqvb\">De nieuwste resultaten van de <a target=\"_blank\" rel=\"noopener\" href=\"https:\/\/best-of-ooh.be\/wp-content\/uploads\/2026\/03\/REPORT-BENCHMARK-OOH-INVESTMENTS-2025.pdf\">UMA Benchmark OOH 2025<\/a> zijn binnen.<\/span><\/span> <span class=\"jCAhz\"><span class=\"ryNqvb\">OOH-media hebben vier jaar op rij een dubbelcijferige omzetgroei laten zien.<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">DOOH vertegenwoordigt nu 37% van de investeringen van adverteerders.<\/span><\/span><\/strong> <\/span><\/p>\n<p><span class=\"HwtZe\" lang=\"nl\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">De totale OOH-omzet in Belgi\u00eb en Luxemburg steeg in 2025 met 13% tot 158 miljoen euro.<\/span><\/span> <\/span><\/p>\n<p><span class=\"HwtZe\" lang=\"nl\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">De investeringen die door de gespecialiseerde bureaus van de<strong> UMA<\/strong> werden gerapporteerd, zijn onderverdeeld in traditionele OOH-formaten en DOOH, en maken een onderscheid tussen directe aankoop en programmatische aankoop.<\/span><\/span> <\/span><\/p>\n<p><span class=\"HwtZe\" lang=\"nl\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">De studies naar de advertentie-investeringen van de UMA maken een analyse mogelijk van de marktontwikkeling sinds 2021, het jaar waarin de OOH-markt 92 miljoen euro bereikte (investeringen in Luxemburg waren niet meegenomen in de eerste studie).<\/span><\/span> <span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Op basis van een vergelijkbare situatie, dus alleen op de Belgische markt, bedroeg de totale groei in vier jaar tijd 68%.<\/span><\/span><\/span><\/p>\n<h3 style=\"font-weight: 400;\"><span class=\"HwtZe\" lang=\"nl\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Stijging van DOOH<\/span><\/span><\/span><\/h3>\n<p><span class=\"HwtZe\" lang=\"nl\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Uit het UMA-onderzoek blijkt ook dat investeringen in Digital Out-of-Home (DOOH) formaten ietsje sneller groeien dan de totale markt.<\/span><\/span> In 2025 vertegenwoordigde h<span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">et DOOH-marktsegment 37%.<\/span><\/span><\/span><\/p>\n<p><span class=\"HwtZe\" lang=\"nl\"><span class=\"jCAhz ChMk0b\"><span class=\"ryNqvb\">Het aandeel investeringen via programmatic buying groeide echter sneller dan het totale segment: 20% van de investeringen in digitale out-of-home campagnes wordt nu gedaan via programmatic tools en platforms, waarmee voor het eerst de grens van 10 miljoen euro werd overschreden en het totaalbedrag net boven de 11,7 miljoen euro uitkomt.<\/span><\/span> <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De totale omzet van OOH groeide met 13% in 2025. Het marktaandeel DOOH vertegenwoordigt nu 37%, terwijl ook programmatic buying blijft groeien.<\/p>\n","protected":false},"author":5791,"featured_media":301706,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"categories":[9395],"tags":[8723],"class_list":["post-306918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-nl","tag-uma-united-media-agencies-2","entry","cat-9395-id"],"acf":[],"aioseo_notices":[],"fimg_url":"https:\/\/be.themedialeader.com\/wp-content\/uploads\/2025\/10\/uma.png","publishpress_future_action":{"enabled":false,"date":"2026-05-08 09:24:33","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category"},"_links":{"self":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/306918"}],"collection":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/users\/5791"}],"replies":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/comments?post=306918"}],"version-history":[{"count":6,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/306918\/revisions"}],"predecessor-version":[{"id":306969,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/posts\/306918\/revisions\/306969"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media\/301706"}],"wp:attachment":[{"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/media?parent=306918"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/categories?post=306918"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/be.themedialeader.com\/nl\/wp-json\/wp\/v2\/tags?post=306918"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}