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Out of Home

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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 a steady growth of 4.5 percent in 2018, which accounted for $8B.
  • OOH spend was up 6% Q1 2019 compared to Q1 2018, accounting for nine years of consecutive growth.

(Source: Outdoor Advertising Association of America, 2019)

  • 42% of US and European online adults have read or watched outdoor ads.

(Source: Forrester, Weigh The Pros And Cons Of 11 Emerging Marketing Channels, 2020)

  • Leading out-of-home advertising categories in the U.S. as of Q3 2019, by ad spending
    • 469MM - misc. services and amusements
    • 176MM - retail
    • 172MM - media and advertising
    • 140MM - insurance and real estate
    • 130MM - restaurants
    • 129MM - public transport, hostels and resorts
    • 121MM - financial
    • 103MM - government, politics and organizations 
    • 73MM - communications
    • 71MM - automotive dealers and services

(Source: Kantar Media; OAAA, 2019)

This huge category is divided into four sectors, covering an array of advertising options listed below with the number of displays for each in 2019:

  • Billboards
    • Bulletins – 164,370
    • Digital Billboards – 8,800
    • Posters – 147,029
    • Junior Posters 19,818
    • Walls/Spectaculars – 2,289
  • Street Furniture
    • Bus Shelters – 63,239
    • Urban Furniture - 39,239
      • Bus Benches
      • Newsracks
      • Newsstands
      • Phone Kiosks
      • Urban Panels
    • Digital Urban Furniture – 5,742
  • Transit
    • Airports – 29,476
    • Digital Airports – 2,350
    • Buses – 1.05MM
    • Retail/Subway – 365, 113
    • Digital Rail/Subway – 5,454
    • Digital Transit - 7,847
    • Mobile Billboards - 514
    • Taxis – 44,008
    • Digital Taxis – 33,800
    • Truck Side – 3,501
  • Place-Based OOH
    • Arenas & Stadiums - 961
    • Cinema – 35,800
    • Digital Place-Based Networks – 1.25MM
    • Interior Place-Based
      • Convenience Stores
      • Health Clubs
      • Restaurants/Bars
    • Exterior Place-Based
      • Airborne
      • Marine
      • Resorts & Leisure
    • Shopping Malls – 21,700
    • Digital Shopping Malls – 5,83

(Source: Outdoor Advertising Association of America, 2019)

  • Out-of-home advertising reach in the U.S. past month v. past week
    • Billboard - 79% v. 60%
    • Wrapped Vehicle - 64% v. 44%
    • Printed signs in venues - 57% v. 44%
    • Digital billboards - 55% v. 38%
    • Public bus - 55% v. 39%
    • Poster - 47% v. 30%
    • Video screen in venues - 45% v. 26%
    • Shopping mall - 41% v. 19%
    • Bus shelter - 39% v. 25%
    • Street kiosk - 37% v. 25%
    • Movie theater - 31% v. 15%
    • Taxi cab - 31% v. 17%
    • Mobile billboard - 27% v. 14%

(Source: Nielsen; OAAA, 2019)

  • Actions taken after seeing out-of-home advertisements 
    • 35%, used online search on smartphone to look up information
    • 26%, talked about the ad or product with others 
    • 24%, used online search engine to look up information 
    • 22%, used smartphone to look up coupon/discount code
    • 22%, used a smartphone to visit advertisers' website
    • 21%, visited a restaurant advertised 
    • 20%, watched a movie in theater 
    • 19%, visited a store or other business advertised
    • 19%, watched a TV program
    • 17%, visited advertiser’s website
    • 15%, downloaded or used an app shown in ad
    • 14%, snapped a photo of the ad 

(Source: Nielsen; OAAA, 2019)

Digital billboards are on the rise and are the fastest growing in the OOH category among traditional billboards, street furniture, transit and place based. In the first half of 2020, there were approximately 9,600 Digital billboards as opposed to 6,700 digital billboards in 2016. That equates to a 43.3% increase over that time period.

  • In 2020, Digital Out-of-Home (DOOH) will account for 1/3 of total DOOH ad spending.
    • As of the first half of 2020, there are 5,742 digital street furniture ad placements, 7,847 digital trasit displays and 5,830 digital shopping mall placements. 
    • Digital billboards are the most common type of DOOH advertising.

(Source: eMarketer, June 2020) 

  • Geopath has the ability to deliver about 101.4B impressions weekly from the units they measure across the country. A key insight they found is:
    • About a quarter of OOH advertising's daily audience occurs during 4p-7p.

(Source: Geopath.org, Insights about the OOH audience, 2019)

  • 47% of surveyed marketing professionals in the U.S. said they use location data on digital out-of-home advertising and 52% said they were planning to do so in the next 12 months. 

(Source: Lawless Research; Factual, 2019)

OOH revenue

  • Digital out-of-home advertising spending in the U.S. hit 3.47 billion dollars and is expected to grow to about 5.22 billion in 2023.

(Source: MediaPost; PQ Media, 2019)

  • Billboards generated approximately 4,185MM in revenue for OOH advertising
    • Transit generated 1,172MM
    • Placed-based generated 702MM
    • Street furniture generated 380MM

(Source: OOH by Format YTD Q3 2019)

  • 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

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