DOOH Advertising

OOH ad revenue on robust growth path

Photo: Adobe Stock

March 12, 2025

Out of home advertising revenue surpassed $9.1 billion in 2024, a 4.5% jump from 2023, according to data from the Out of Home Advertising Association of America.

It is the first time OOH advertising revenue exceeded the $9 billion mark I the industry, according to a press release.

A prime growth drive is digital OOH which had a 7.5% increase in 2024. Digital OOH accounted for 34% of total OOH ad spend.

The OOH segment also saw gains across key segments, including billboards, transit and street furniture. Transit led the category growth with a 10.6% increase.

"This marks the first time OOH revenue has exceeded $9 billion, signaling the continued strength and momentum of out of home advertising," Anna Bager, president and CEO, OAAA, said in the release. "As brands double down on innovation and creativity, OOH remains a powerful driver of engagement across industries. The ongoing adoption by technology and direct-to-consumer brands underscores the channel's expanding influence. This research reinforces what we already know—OOH is delivering results at every level, from hyperlocal activations to national and global campaigns."

The OOH top 10 advertising categories in 2024 (ranked by spend) were:

1. Legal services.
2. Hospitals, clinics and medical centers.
3. Domestic hotels and resorts.
4. Quick-Service restaurants.
5. Consumer banking.
6. Colleges and universities.
7. Local government.
8. Chain food stores and supermarkets.
9. Television and cable TV.
10. Live theater, opera, music and dance.

Additional findings include:

• 60% of the top 100 OOH advertisers increased OOH spend compared to 2023.
• 13 advertisers more than doubled their OOH investment, including (ranked by percentage increase): Stripe, Old Navy, Honda, Nike, Hotels.com, Carnival, Turo, 7-Eleven, QuikTrip, Molson Coors, VRBO, Total Wine & More and Meta.
• More than 25% of the top 100 OOH spenders were technology or direct-to-consumer brands, including major advertisers such as Apple, Amazon, Verizon, Hotels.com, Google, Samsung, Netflix, T-Mobile, Expedia, Paramount, Uber, Vrbo, Comcast, Meta, Max, Hulu, Live Nation, DoorDash, FanDuel, Sixt, Progressive, Peacock, Stripe, Turo, Spectrum and Cox (listed in order of spend).