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Eye-catching and bold, out-of-home (OOH) advertising was one of the earliest forms of advertising and represents an excellent way for businesses to attract the attention of a mass audience.  The medium is particularly effective for local advertisers who want to build name recognition within the marketplace, but top national brands in telecommunications, finance, retail, real estate, and food services also rely heavily on this medium.

• OOH advertising revenue experienced an increase of 14.5 percent in 2021, which accounted for $6.96B.

(Source: Outdoor Advertising Association of America, 2021)

• Leading out-of-home advertising categories in the U.S. as of Q1 2022, by ad spending in millions
• 473.9M - misc. services and amusements
• 174.8M - retail
• 155.0M - media and advertising
• 122.5M - financial
• 109.9M - government, politics & organizations
• 108.1M - restaurants
• 106.3M - public transportation, hotels & resorts
• 97.3M - insurance & real estate
• 68.5M - automotive dealers and services
• 64.9M - schools, camps & seminars

(Source: Kantar Media; OAAA, June 2022)

This huge category is divided into four sectors, covering an array of advertising options listed below with the number of displays for each in 2021:

• Billboards
• Bulletins – 173,985
• Digital Billboards – 10,100
• Posters – 145,000
• Junior Posters 19,000
• Walls/Spectaculars – 2,310
• Street Furniture
  • Bus Shelters – 64,838
  • Urban Furniture - 57,866
    • Bus Benches
    • Bike Kiosks
    • Newsstands
    • Outdoor Kiosks
    • Urban Panels
  • Digital St. Furniture – 5,742
• Transit
  • Airports – 27,970
  • Digital Airports – 3,150
  • Buses – 1.35MM
  • Retail/Subway – 356,773
  • Digital Rail/Subway/Transit – 16,466
  • Mobile Billboards - 4,515
  • Taxis – 21,000
  • Digital Taxis/Rideshare – 71,400
  • Vehicle Wraps - 441,000
• Place-Based OOH
• Arenas & Stadiums - 1,338
• Cinema – 34,800
• Digital Place-Based Networks – 750,000
• Interior Place-Based - 550,406
  • Gas Stations 
  • Convenience Stores
  • Restaurants/Bars 
  • Medical Point of Care
  • Office Buildings/Elevator
  • Grocery Stores
• Shopping Malls – 24,255
• Digital Shopping Malls – 12,507

(Source: Outdoor Advertising Association of America, 2021)

• US Out-of-Home Ad Spending, by Format, in Q2 2022:
• Billboards - $1,929.9 (73.5%)
• Transit - $383.4 (14.6%)
• Place-based - $168.0 (6.4%)
• Street Furniture - $144.4 (5.5%)

(Source: eMarketer, August 2022)

• 59% of Adults 18+ have seen a billboard in the last month.

(Source: 2022 MRI-Simmons Spring Doublebase)

• Adults 18+ who have seen a billboard in the last month:
• 49% say advertising keeps them up-to-date about products and services that they need or would like to have.
• 31% say advertising helps them choose products to buy for their kids.
• 24% say say they like to look at advertising.

(Source: 2022 MRI-Simmons Spring Doublebase)

OOH revenue

• In 2022, the total spending expected to hit in the US is $9.22 billion.

(Source: eMarketer, October 2022)

• Billboards generated approximately 1.346B in revenue for OOH advertising
• Transit generated 270.3M
• Placed-based generated 91.9M
• Street furniture generated 95.5M

(Source: OAAA, OOH by Format Q1 2022)

• 79% of the top 100 OOH advertisers increased their OOH (in Q3 2022) spend from Q3 2021.
• Nearly 32% of the top 100 OOH advertisers more than doubled their spend.

(Source: OAAA OOH Revenue Report, Q3 2022)

• As of Q3 2022, out-of home revenue reached $1.94B.

(Source: OAAA OOH Revenue Report, Q3 2022)

• OOH industry growth and future success are predicated on a number of factors:
  • Mobile consumers who are outside their homes most of the day
  • Cost efficiency versus other media
  • Innovations (primarily digital) that bolster the value of OOH advertising
  • Less fragmented than many other media
  • Recent introduction of a new ratings system to facilitate buying