Choose Another Competitive Media Report



Out of Home

Media Facts  Advantages  Disadvantages  Plus Radio  Glossary of Terms  Create a Profile

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)

  • Top 5 OOH categories with the greatest revenue growth increase are:
    • Government and Politics 
    • Insurance and Real Estate 
    • Schools, Camps and Seminars
    • Miscellaneous Local Services and Amusements 
    • Retail
  • Top 5 brands that bought OOH advertising in 2018 include:
    • Apple
    • McDonald's
    • Geico
    • Netflix
    • Google

(Source: Outdoor Advertising Association of America, Top OOH Advertisers, 2018 Year-End)

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)

  • An Edison study of OOH revealed that consumers recall seeing digital video advertisements at a variety of places, such as:
    • Gas Stations – 30%
    • Café/Quick Serve Restaurants – 24%
    • Shopping Malls – 24%
    • Grocery Store – 23%
    • Large Retail Store – 22%
    • Healthcare Provider – 21%
    • Movie Theater – 18%
    • Convenience Store – 16%
    • Pharmacies – 14%
    • Office Building Lobby – 12%
  • Consumers recall seeing digital video advertisements that have visited the below locations in the last month: 
    • Airport – 74%
    • Professional Sporting Event – 68%
    • Move Theater – 56%
    • Train Station – 50%
    • Concert – 48%
    • Fitness Center – 39%
    • Healthcare Provider – 37%
    • Gas Station – 35%
    • Bar – 34%
    • Café/Quick Serve Restaurants – 32%
  • 65% of A18+ remember seeing a digital display in the past month
  • 46% of A18+ agree that digital displays are a good way to learn about new brands, products and services
  • 35% of these people say they pay more attention to digital advertisements seen in public places rather than TVs at home
  • 35% of A18+ say that digital advertisements in public places are engaging
  • In the last month, 39% of A18+ recall seeing an ad on a digital display
  • 33% of these people sought more information about an advertisement they saw on a digital display 
  • 29% of A18+ recommended a brand, product or service that they saw on a digital display

(Source: Edison Research; A Study of Digital Out-of-Home Consumers, 2018)

Digital billboards are on the rise and are the fastest growing in the OOH category among traditional billboards, street furniture, transit and place based. Digital billboards account for 21% of the category with a total 7,800 digital faces as of 2018.

(Source: Outdoor Advertising Association of America, Facts and Figures Issue, May 2018)

  • 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)

According to a 2018 Nielsen airport study, frequent flyers are very responsive to airport advertising:

  • 80% noticing the media
  • 42% taking acting including visiting a website, going to a store or learning more about the services/product. 

Airport campaigns play a significant role in driving foot traffic:

  • 84% of frequest fliers likely to visit restaurant 
  • 50% likely to visit a clothing/accessories/jewelry store
  • 41% likely to visit a consumer electronics store

More figures on airport advertising:

  • 74% of frequest fliers arrive at the airport over an hour before boarding
  • 67% dined at a restaurant
  • 79% shopped for food/beverages
  • 51% shopped for travel accessories/technology/products/entertainment
  • 87% spend time on their mobile devices while waiting for their flight
  • 36% visted a website to find out more about a product/service seen in the airport

(Source: Nielsen Airport Study 2018)

  • 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

Or use your account on Unify

Error message here!

Hide Error message here!

Forgot your password?

Or register your new account on Unify

Error message here!

Error message here!

Hide Error message here!

Lost your password? Please enter your email address. You will receive a link to create a new password.

Error message here!

Or use your account on Unify

Error message here!

Hide Error message here!

Forgot your password?

Or register your new account on Unify

Error message here!

Error message here!

Hide Error message here!

Lost your password? Please enter your email address. You will receive a link to create a new password.

Error message here!

Close