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:
- 60% of Adults 18+ have seen a billboard in the last month.
(Source: 2024 MRI-Simmons Spring Doublebase)
- 88% of adults have seen an OOH ad in the past 30 days.
(Source: OAAA, 2023 Annual Report)
- 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)
- $9.19 billion of out-of-home ad spending was spent in 2024.
(Source: EMarketer Forecast, March 2024)
- $5.99 billion of traditional out-of-home ad spending was spent in 2024.
(Source: EMarketer Forecast, March 2024)
- $3.20 billion of digital out-of-home ad spending was spent in 2024.
(Source: EMarketer Forecast, March 2024)
- 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: 2024 MRI-Simmons Spring 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)