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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 reached a record of $9.1 billion in 2024, a 4.5% increase from 2023.

    • (Source: OAAA, Pro forma revenue estimates, 2025)

  • Digital OOH accounted for 34% of total OOH ad spend and grew by 7.5% in 2024.

    • (Source: OAAA, Pro forma revenue estimates, 2025)

  • Top 10 OOH advertising categories in the year 2024:
    • Legal Services
    • Hospitals, clinics, & medical centers
    • Domestic hotels and resorts
    • Quick service restaurants
    • Consumer banking
    • Colleges & universities
    • Local government
    • Chain food stores & supermarkets
    • Television & Cable TV
    • Live theater, opera, music, & dance

    (Source: OAAA, March 2025)

  • Top 10 OOH advertising categories in the year as of Q3 2025:
    • Legal Services
    • Hospitals, clinics, & medical centers
    • Consumer banking
    • Domestic hotels and resorts
    • Computer software
    • Quick service restaurants
    • Colleges & universities
    • Local government
    • Architects, contractors & engineers
    • Wireless telecom providers

    (Source: OAAA, December 2025)

    Out-of-Home advertising outperforms across key brand metrics. Average % change in major KPIs for slect U.S. ad channels:

    • Ad awareness:
      • OOH - 13.3%
      • TV advertising - 10.2%
      • Digital - 3.9%
      • Connected TV (CTV) - 2.2%
    • Purchase intent:
      • OOH - 9.8%
      • TV advertising - 9.6%
      • Digital - 1.7%
      • Connected TV (CTV) - 2.7%
    • Brand favorability:
      • OOH - 7.8%
      • TV advertising - 9.0%
      • Digital - 2.0%
      • Connected TV (CTV) - 2.7%

    (Source: Clear Channel Outdoor/Kantar, July 2025)

      Percentage of U.S. adults who definetly agree or tend to agree with the following, by generation:

      • I often search for products and services on my phone as a result of seeing posters and billboards:
        • Gen Z – 54%
        • Millennial – 53%
        • Gen X – 40%
        • Baby Boomer - 27%
      • I often talk to my friends and/or family about things I have seen on posters and billboards:
        • Gen Z – 50%
        • Millennial – 49%
        • Gen X – 35%
        • Baby Boomer - 24%
      • I recommend things to my friends and family that I have seen on posters and billboards
        • Gen Z – 48%
        • Millennial – 48%
        • Gen X – 34%
        • Baby Boomer - 23%

      (Source: YouGov Profiles, October 2024)

    • Industry Revenue in 2025 broken down by key product and service line:
      • Static billboards - $5.5bn (63.6%)
      • Digital billboards - $2.2bn (25.7%)
      • Transit displays and street furniture displays - $592m (6.8%)
      • Logo and mall displays - $339.5m (3.9%)

    (Source: IBISWorld, Billboard & Outdoor Advertising in the US, November 2025)

    • Industry Revenue in 2025 broken down by key markets:
      • Services - $2.9bn (30.3%)
      • Retail and consumer goods - $2.7bn (30.6%)
      • Entertainment - $1.1bn (12.5%)
      • Health/medical - $1.2bn (13.9%)
      • Public service and education - $844.4m (9.7%)

    (Source: IBISWorld, Billboard & Outdoor Advertising in the US, November 2025)

    • The top 10 ranked advertisers in Q3 2025:
      • Morgan & Morgan
      • JP Morgan
      • Geico
      • Apple
      • McDonald's
      • Verizon
      • T-Mobile
      • Disney
      • Coca-Cola
      • Johnson & Johnson

    (Source: OAAA, December 2025)

    • 60% of the top 10 OOH advertisers increased their OOH spend compared to 2023.

    (Source: OAAA, Pro forma revenue estimates, 2025)

    • More than 25% of the top 100 OOH spenders were technology or direct-to-consumer brands.

    (Source: OAAA, Pro forma revenue estimates, 2025)

    • 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)

    • OOH revenue increased 4.5% in the third quarter of 2025 compared to the previous year, totaling $2.13 billion.

    (Source: OAAA, December 2025)

    • Transit generated the highest growth in OOH advertsing among formats, increasing 11.4% from Q3 2024. Place-Based rose 8.3%, and Street Furniture increased 7.1%, mirroring rising consumer movement, commuting patterns and out of home activity across major markets.

    (Source: OAAA, December 2025)

    • Digital OOH accounted for 35% of total OOH revenue year-to-date and grew 11.6% in the third quarter, reinforcing its role as the category’s strongest growth engine.

    (Source: OAAA, December 2025)

    • 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)