Out-of-Home advertising outperforms across key brand metrics. Average % change in major KPIs for slect U.S. ad channels:
- Transit emerged as the fastest-growing OOH segment for the second consecutive year, rising 9.2% annually.
(Source: OAAA, March 2026)
- Among the fastest-growing product category segments, Fuel Suppliers, Plumbing and HVAC Services increased 54%, followed by Wireless Telecom Providers at 47% and Consumer Banking at 34%. The industry’s largest product category, Legal Services, grew 21% year over year, reinforcing the sector’s continued reliance on OOH to reach consumers at scale.
(Source: OAAA, March 2026)
- 60% of Adults 18+ have seen a billboard in the last month.
(Source: 2025 MRI-Simmons Fall Doublebase)
- Two-thirds of those exposed to OOH ads said these ads influence where they go, what they do and where they stay.
(Source: OAAA, Travel and OOH Impact Study, 2025)
- More than half of consumers polled said they have added a destination to their travel bucket list after seeing it advertised in OOH.
(Source: OAAA, Travel and OOH Impact Study, 2025)
- 69% of flyers say they notice OOH ads in airports.
(Source: OAAA, Travel and OOH Impact Study, 2025)
- 87% of those who notice OOH ads take action, most often by looking up a brand or product online.
(Source: OAAA, Travel and OOH Impact Study, 2025)
- Almost 90% of U.S. adults noticed an OOH ad in the last month.
(Source: OAAA, OOH Real. Powerful. Advertising, 2024)
- Nearly 80% of adults engaged with an OOH ad in the past 60 days.
(Source: OAAA, OOH Real. Powerful. Advertising, 2024)
- 68% of shoppers notice OOH ads on their way to retail stores.
(Source: OAAA, OOH Real. Powerful. Advertising, 2024)
- 42% of shoppers say OOH ads impact their in-store purchase decisions.
(Source: OAAA, OOH Real. Powerful. Advertising, 2024)
- Over half of social media users report noticing OOH ads reposted on their feeds and 60% of TikTok, Instagram, & Facebook users report noticing them.
(Source: OAAA, OOH Real. Powerful. Advertising, 2024)
- Adults 18+ who have seen a billboard in the last month:
- 50% say advertising keeps them up-to-date about products and services that they need or would like to have.
- 33% say advertising helps them choose products to buy for their kids.
- 26% say they like to look at advertising.
(Source: 2025 MRI-Simmons Fall Doublebase)
- Multicultural consumers are even more likely to notice OOH ads on their way home from shopping:
- Blacks - 78%
- Hispanics - 76%
- Asians - 73%
(Source: OAAA, OOH Real. Powerful. Advertising, 2024)
