This huge category is divided into four sectors, covering an array of advertising options listed below with the number of displays for each in 2022:
- Billboards
- Bulletins – 173,985
- Digital Billboards – 11,500
- 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 – 10,815
- 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, 2022)
- US Out-of-Home Ad Spending, by Format, in Q2 2022:
- Billboards - $1,524.7 (69.6%)
- Transit - $350.5 (16.0%)
- Place-based - $178.6 (8.2%)
- Street Furniture - $135.8 (6.2%)
(Source: OAAA, OOH by Format Q4 2022)
- Industry Revenue in 2023 broken down by key product and service line:
- Static billboards - $4.1bn (45.7%)
- Digital billboards - $1.8bn (19.6%)
- Transit displays - $1.2bn (13.0%)
- Street Furniture and other urban fixture displays - $1.1bn (12.5%)
- Alternative and other leased displays - $824.3m (9.2%)
(Source: IBSWorld, Billboard & Outdoor Advertising in the US, April 2023)
- Industry Revenue in 2023 broken down by key markets:
- Services - $2.7bn (30.3%)
- Retail and consumer goods - $2.1bn (23.1%)
- Entertainment - $1.9bn (21.0%)
- Health/medical - $940.8m (10.5%)
- Manufacturing - $654.1m (7.3%)
- Government - $250.9m (2.7%)
- Households consumers and individuals - $206.1m (2.3%)
(Source: IBSWorld, Billboard & Outdoor Advertising in the US, April 2023)
- 61% of Adults 18+ have seen a billboard in the last month.
(Source: 2023 MRI-Simmons Fall Doublebase)
- Adults 18+ who have seen a billboard in the last month:
- 52% say advertising keeps them up-to-date about products and services that they need or would like to have.
- 32% say advertising helps them choose products to buy for their kids.
- 24% say they like to look at advertising.
(Source: 2023 MRI-Simmons Fall Doublebase)
- 65% of AM/FM radio listening takes place out of home.
- 44% of AM/FM radio listening takes place in the car.
- 19% AM/FM radio listening takes place at work.
(Source: Nielsen National Regional Database, Adults 18+ - Q4 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