DOOH Advertising
Deep dive into OOH advertising growth and role of DOOH
Out of Home advertising hit a revenue landmark in 2024 and DOOH was a prime reason. Ann Bager, president and CEO of the Out of Home Advertising Association of America shares insight on growth factors and market trends.
April 10, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Out of Home advertising hit a revenue landmark, $9 billion for the first time, in 2024 and digital OOH was a prime reason as was increasing tech adoption in the transit category and political advertising. The revenue reflected a 4.5% increase from 2023, according to data from the Out of Home Advertising Association of America.
The DOOH market accounted for 34% of total OOH ad spend and grew by 7.5% in 2024. Transit led the category growth with a 10.6% increase. Digital Signage Today reached out to Ann Bager, president and CEO of the OAAA, via an email interview to get deeper insight on growth drivers and market trends.
Q. The latest data revealed Digital OOH accounted for 34% of total OOH ad spend and grew by 7.5% in 2024, reinforcing its role as a major growth driver. What is driving digital OOH and given the growth in transit what's driving that segment?
Bager: Digital Out of Home (DOOH) continues to thrive because of its ability to combine the best of both worlds — impactful, real-world presence and digital agility. Advertisers increasingly recognize that DOOH offers dynamic creative flexibility, real-time targeting, and measurable results, making it an integral part of omnichannel strategies.
Transit advertising, in particular, is benefiting from increased urban mobility and high engagement in major metro areas. In cities with over one million residents, 79% of adults say they've taken action after seeing an OOH ad in a high-traffic or iconic area. That kind of responsiveness underscores the renewed value of transit-based DOOH. Brands are leaning into these high-visibility environments to connect with people during key moments of their daily journeys — whether commuting, traveling, or moving through busy urban centers.
Q. Is cost a factor in growth? Is OOH more attainable for various industries/verticals or is it that they are investing given the ROI?
Bager: It's a combination of both. OOH has become more accessible due to programmatic buying capabilities, which allow advertisers of all sizes to leverage high-impact placements without the long lead times or upfront commitments traditionally associated with the channel.
At the same time, ROI is a key driver. The latest performance data reinforces what we've long known, OOH delivers results. Whether it's driving brand awareness, increasing foot traffic, or boosting digital conversions, advertisers are seeing measurable success.
OOH also stands out as one of the last remaining options for true mass reach. In an increasingly fragmented media landscape, it offers a broadcast-scale presence in the real world, making it a critical tool for both emerging direct-to-consumer brands and Fortune 500 companies looking to make an impact at scale.
Q. How would you describe where digital OOH is in terms of its age — does the record-setting growth reflect that it's now an 'adult' industry.
Bager: DOOH has undoubtedly matured. We're past the early adoption phase, and the record-breaking growth underscores that it is now a core component of the modern media mix. Advertisers are no longer experimenting with DOOH — they are building it into their long-term strategies.
That being said, we're still seeing innovation at an incredible pace. With advancements in AI, automation and measurement, the next phase of DOOH will be even more sophisticated, ensuring it remains one of the most dynamic and effective media channels.
Q. Any predictions on 2025 given economic conditions?
Bager: Despite economic uncertainty, our industry's strength lies in its ability to deliver high-impact advertising that stands out in a fragmented media landscape and is immune to ad blockers and digital fatigue.
In 2025, we expect to see continued investment in DOOH, not in isolation, but as part of an integrated strategy. DOOH is increasingly being used in conjunction with other media channels to complement and amplify cross-platform campaigns, offering a real-world anchor to digital engagement. A major part of that growth is coming from programmatic OOH, which is expected to surpass $1 billion this year, making it easier than ever for brands to activate quickly, scale efficiently, and optimize in real-time.
As brand safety concerns grow and social media platforms face increasing scrutiny around content moderation and privacy, advertisers are leaning into channels they can trust. OOH offers a brand-safe, privacy-forward environment that consistently delivers results. In a time of so many digital unknowns, OOH remains a reliable and effective medium to build awareness and drive outcomes.
Q Is the growth of digital OOH reflective of what people are paying attention to how they want their information?
Bager: Absolutely. Consumers today are on the move, and OOH meets them where they are. Whether it's a digital billboard or transit screen on their commute, a digital board at a sports arena, or a dynamic ad in a shopping mall, DOOH aligns with modern media consumption habits.
People are also seeking real-world experiences after years of digital saturation. OOH provides that tangible, immersive connection while still offering the data-driven capabilities that advertisers need to drive results. We're also seeing more brands repurpose and extend their TV and social assets into DOOH campaigns, making the most of existing creative while delivering it in high-impact, contextual environments.
That's why we're seeing such strong momentum, DOOH is not just growing, it's shaping the future of how brands engage with audiences.
About Judy Mottl
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