This huge category is divided into four sectors, covering an array of advertising options listed below with the number of displays for each in 2023:

• Billboards
• Bulletins – 180,000
• Digital Billboards – 16,000
• Posters – 135,000
• Junior - Posters 19,500
• Walls/Spectaculars – 4,000
• Street Furniture
  • Bus Shelters – 65,000
  • Urban Furniture - 70,000
    • Bus Benches
    • Bike Kiosks
    • Newsstands
    • Outdoor Kiosks
    • Urban Panels
  • Digital Street Furniture – 18,000
• Transit
  • Airports – 20,000
  • Digital Airports – 5,500
  • Buses – 615,000
  • Digital Buses – 1,200
  • Rail/Subway/Transit – 350,000
  • Digital Rail/Subway/Transit – 18,500
  • Mobile Billboards - 8,682
  • Taxis/Rideshare – 20,000
  • Digital Taxis/Rideshare – 83,000
  • Vehicle Wraps - 570,000
• Place-Based OOH
• Digital Arenas & Stadiums - 14,000
• Cinema – 36,000
• Exterior Place-Based - 152,200
• Interior Place-Based - 372,200
  • Gas Stations 
  • Convenience Stores
  • Restaurants/Bars 
  • Medical Point of Care
  • Office Buildings/Elevator
  • Grocery Stores
• Shopping Malls – 15,000
• Digital Shopping Malls – 20,000

(Source: Outdoor Advertising Association of America, 2023)

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)

• US Out-of-Home Ad Spending, by Format, in 2023 (Full year):
• Billboards - $6,332.7 (72.5%)
• Transit - $1,388.8 (15.9%)
• Place-based - $567.8 (6.5%)
• Street Furniture - $445.5 (5.1%)

(Source: OAAA, March 18, 2024)

• 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: IBISWorld, 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: IBISWorld, Billboard & Outdoor Advertising in the US, April 2023)

• The top 10 ranked advertisers in 2024:
• Apple
• McDonald's
• Amazon
• Coca-cola
• Verizon
• Disney
• Morgan & Morgan Attorney's
• Hotels.com
• Google
• Samsung

(Source: OAAA, Pro forma revenue estimates, 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)

• 59% of Adults 18+ have seen a billboard in the last month.

(Source: 2024 MRI-Simmons Fall Doublebase)

• 67% of adults have seen a social media element used in an OOH ad.

(Source: OAAA, 2024 Annual Report)

• 48% of adults agree that OOH ads influence their social media behavior.

(Source: OAAA, 2024 Annual Report)

• 67% of adults would take action after seeing a brand being endorsed by an influencer in an OOH ad.

(Source: OAAA, 2024 Annual Report)

• 47% of adults recall seeing influencer content in OOH ads in public places.

(Source: OAAA, 2024 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 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)