The Outdoor Advertising Market Report is Segmented by Type (Traditional Outdoor Advertising, and Digital Outdoor Advertising), Service (Billboards, Transit, Street Furniture, and Place-Based/Ambient), Location Environment (Roadside and Highways, Transit Terminals, Airports, and More), End-User (Retail, Healthcare, BFSI, Media and Entertainment, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

The Billboard & Outdoor Advertising industry has been navigating a complex landscape marked by significant ups and downs. The COVID-19 pandemic initially wreaked havoc, with a sharp decline in consumer spending causing many businesses to slash their advertising budgets. This downturn heavily impacted income for companies reliant on billboard and outdoor advertising revenue. However, as the economy began reopening and government aid boosted consumer spending, the industry experienced a resurgence. Companies increased their advertising budgets, driving revenues for billboard and outdoor advertising firms to impressive heights. Yet, the current challenge of high inflation and rising interest rates puts pressure on production costs, forcing outdoor advertisers to seek innovative solutions to maintain profitability. Over the past five years, the Billboard & Outdoor Advertising industry has faced a decline, overshadowed by the increasing allure of online advertising. While the post-pandemic recovery did offer a temporary boost, it couldn't offset the broader trend of advertisers shifting their budgets toward digital platforms. Online advertising's ability to offer precise targeting, real-time analytics and often lower costs makes it a more attractive option for businesses. This shift has been detrimental to traditional billboard advertising, which struggles to provide the same level of granularity and accountability. The slump has also been exacerbated by smaller billboard companies either going out of business or being acquired by larger players as they can't compete with the efficiency and appeal of digital advertising solutions. The industry's response through digital transformation, such as adopting digital billboards and integrating online features, reflects an earnest attempt to stem the tide, but these efforts have yet to fully reverse the downward trajectory. Overall, revenue for billboard and outdoor advertising companies is declining at a CAGR of 3.6% during the current period, reaching $8.8 billion in 2024. Revenue is expected to plunge 5.2% in that year. Advertisers will face severe challenges during the outlook period. More companies will advertise online since it's often less expensive, can reach more consumers and is better at targeting specific customers. This will siphon revenue from billboard and outdoor advertisers, creating significant malaise for industry enterprises. While the industry will be severely disrupted by the growing importance of the internet, steadily rising incomes will foster higher consumer spending and corporate profit, providing some revenue streams for companies. Overall, revenue for billboard and outdoor advertising companies is forecast to plummet at a CAGR of 7.3% over the next five years, reaching $6.0 billion in 2029, when profit is expected to make up 15.6% of revenue.

The outdoor advertising market will grow at a CAGR of 5.2% during the forecast period, with an estimated size and share crossing USD 43.56 billion by 2034.

United States Outdoor Advertising Market was valued at USD 10.34 Billion in 2024 and is expected to reach USD 16.72 Billion by 2030 with a CAGR of 8.34% during the forecast period.

The Europe Outdoor Advertising market was valued at USD 8.34 billion in 2024 and is expected to grow to USD 11.78 billion by 2030 with a CAGR of 5.79% during the forecast period.

In 2024, out-of-home (OOH) advertising revenue in the United States grew by over **** percent to approximately **** billion U.S. dollars. That was over six percent above the **** billion-dollar spending recorded in 2019, before the COVID-19 outbreak – lockdowns in response to the pandemic led to a historic drop in outdoor ad expenditure. OOH's perspective in the U.S. According to another source's projections, total OOH ad spend in the U.S. will exceed **** billion dollars by 2028. Still, that evolution is unlikely to entail a growth in relevance for the overall ad industry. The same forecast anticipated a decrease in OOH media's share in the U.S. total ad spend, from *** percent in 2025 to *** percent in 2028. DOOH boosts the market The number of digital billboards across the U.S. skyrocketed by over ** percent in 2023, reaching around **** million units. The inventory expansion follows a consistent trend in the segment, with digital out-of-home (DOOH) ad revenues' growth rates exceeding total OOH increase rates quarter after quarter.

Global Billboard And Outdoor Advertising market size is expected to reach $71.19 billion by 2029 at 3.3%, segmented as by type, painted billboards, digital billboards, multi-purpose billboards, mobile billboards, other types

The Billboard And Outdoor Advertising Market size was valued at USD 34.90 billion in 2023 and is projected to reach USD 59.43 billion by 2032, exhibiting a CAGR of 7.9 % during the forecasts period. The Billboard and Outdoor Advertising Market encompasses the industry specializing in outdoor advertising referring to any advertising that is placed on outdoor mediums including billboards, transit ad surfaces, street furniture, and also electronic panels. These platforms are situated in busy areas where a large number of people pass through to ensure that a maximum number of people access the information passed through them. Some of the applications of outdoor advertising are; creating brand familiarity, selling products and services, public health and civic reminders, and identifying events. Field adoption cuts across, retail, hospitality, automotive industries, and entertainment industries. Other trends that are evident in the market include a shift towards digital billboards for dynamic content, place-based and mobile advertising as well as going green trends such as energy-efficient digital displays and the use of eco-friendly products. With the growth of cities and the development of digital media, the outdoors is still a flexible and effective method to communicate with the audience from densely urbanized areas as well as from suburbia.

India Outdoor Advertising Market By Size, Share, Growth, Trends and Forecast 2027, Segmented By Service Type, By Demand Type, By Region, Competition Forecast and Opportunities

The Billboards and Outdoor Advertising Services industry was traditionally considered a small competitor compared with more technologically advanced forms of advertising media, like TV and radio. However, new digital technologies have led to greater fragmentation in advertising channels, meaning advertisers have increasingly embraced out-of-home (OOH) and digital out-of-home (DOOH) advertising services, including digital and traditional billboards, as an effective way to deliver messages to a mass audience.OOH advertising firms have benefited from an audience metric system called the Measurement of Outdoor Visibility and Exposure (MOVE), and digital displays that allow several advertisements in one space. These innovations have contributed to the rising popularity of billboards and other forms of outdoor advertising, which has flowed into an uptick in profit margins in recent years. Even so, pandemic-induced restrictions over the two years through 2020-21 diminished OOH advertising demand. This demand recovered strongly over the subsequent years, driven by growth in total business profit and a recovery in consumer movements. Overall, industry revenue is expected to climb at an annualised 3.9% over the five years through 2024-25, to $1.3 billion. This includes an anticipated 3.3% jump in 2024-25 as demand from airport operations continues to recover. The industry is highly concentrated, with the four largest players expected to account for most of industry revenue in 2024-25. The industry has been steadily consolidating in recent years as the largest firms expand their market shares and undergo mergers and acquisitions. Greater use of digital media displays and growth in new car registrations are projected to lift revenue over the coming years. Scrutiny of digital advertisement pricing is growing, with adjustments to the MOVE system benefiting industry revenue. That's why industry revenue is forecast to expand at an annualised 2.8% over the five years through 2029-30, to $1.5 billion.

Check out Market Research Intellect's report_name, valued at current_value in 2024, with a projected growth to forecast_value by 2033 at a CAGR of cagr_value (2026-2033).

Global Out-of-Home Advertising market size is expected to reach $43.15 billion by 2029 at 4.8%, segmented as by type, billboard, street furniture, transit, other types

Outdoor Advertising Market size is expected to reach US$ 63.89 Bn by 2032, from US$ 43.34 Bn in 2025, exhibiting a CAGR of 5.7% during the forecast period.

Outdoor advertising in Poland reached *** million zloty in 2022. By 2028, however, the highest growth will be in digital outdoor advertising (DOOH), with a CAGR of *** percent between 2022 and 2028.

Download Free Sample
The outdoor advertising market industry report identifies use of led mobile billboards as one of the primary drivers propelling the growth of the market. This driver is expected to create several growth opportunities and entice market vendors to make significant investments.

The outdoor advertising market report also provides several other key information including:

CAGR of the market during the forecast period 2020-2024
Detailed information on factors that will drive outdoor advertising market growth during the next five years
Precise estimation of the outdoor advertising market size and its contribution to the parent market
Accurate predictions on upcoming trends and changes in consumer behavior
The growth of the outdoor advertising market industry across APAC, North America, Europe, South America, and MEA
A thorough analysis of the market’s competitive landscape and detailed information on vendors
Comprehensive details of factors that will challenge the growth of outdoor advertising market vendors

This statistic shows the revenue of the industry “outdoor advertising“ in New York from 2012 to 2017, with a forecast to 2024. It is projected that the revenue of outdoor advertising in New York will amount to approximately ******* million U.S. Dollars by 2024.

In 2023, the UK’s out-of-home advertising market generated *** billion British pounds in revenue, returning to pre-COVID-19 levels. This figure marked an increase of ** percent compared to 2022. In 2020, the OOH ad spend in the country dropped from *** billion to *** million British pounds, highlighting the significant impact that the coronavirus pandemic has had on the region’s advertising industry. What is out-of-home advertising? Out-of-home (OOH) advertising, also known as outdoor advertising, refers to any form of visual advertising found in public spaces. Common examples include ads placed on roadside billboards, in airports, or train stations, as well as digital screens in shopping centers or stadiums. In the United Kingdom, virtually all OOH advertising environments saw a significant decrease in impact following the outbreak of the pandemic in early 2020. As people were traveling and commuting much less, advertising placements on public transport experienced a particularly sharp decline in audience exposure. Outdoor advertising is going digital The UK’s OOH advertising market continues to undergo a visible digital transformation. Advertisers are increasingly employing digital screens and electronic billboards for their outdoor promotion, as they offer dynamic real-time messaging that can be controlled remotely. In addition, going digital provides companies with new exciting features, including brighter colors, movement, interaction, and more advertising variation in general. In 2022, the share of digital in the UK’s total OOH ad revenue already stood at ** percent, and according to the latest forecasts, overall DOOH ad spend in the UK will see year-on-year growth of more than ***** percent in 2023.

After experiencing a brief jolt from the COVID pandemic, the out-of-home (OOH) advertising industry in China has been recovering slowly. In 2024, the market size of OOH ads surpassed ** billion yuan, and it was expected to pass the 100 billion yuan mark within two years.

Digital Out-Of-Home Advertising Market Outlook

The global market size for Digital Out-Of-Home (DOOH) Advertising was valued at approximately USD 18.8 billion in 2023 and is projected to reach USD 42.5 billion by 2032, growing at a CAGR of 9.4% during the forecast period. This remarkable growth can be attributed to the increasing integration of digital technology with traditional advertising mediums, enabling more dynamic and interactive content delivery. Factors such as advancements in display technology, rising urbanization, and the proliferation of smart cities are significantly driving the market.

One of the primary growth drivers for the DOOH advertising market is the rapid urbanization and development of smart cities across the globe. Urban areas are becoming increasingly digitalized, with interactive billboards and digital screens being installed in various high-traffic locations such as shopping malls, airports, and public transport hubs. This transition from traditional to digital formats allows advertisers to engage with consumers in more innovative ways, enhancing the effectiveness of marketing campaigns.

Another major factor contributing to market growth is the technological advancements in display and connectivity solutions. High-definition digital displays, programmatic advertising, and real-time data analytics are transforming the advertising landscape. These technologies enable advertisers to deliver targeted and contextually relevant ads, thereby increasing engagement rates and ROI. Moreover, the integration of AI and machine learning in programmatic DOOH advertising allows for real-time ad adjustments based on audience demographics and behavior, optimizing campaign performance.

The increasing use of digital out-of-home advertising in various sectors such as retail, automotive, and healthcare is also driving market growth. Retailers are leveraging DOOH to attract and engage customers by displaying dynamic content, promotional offers, and product information. In the healthcare sector, digital screens in waiting rooms and pharmacies provide valuable health-related information and advertisements, enhancing patient experience and brand visibility. The automotive industry utilizes DOOH to showcase new models and features, driving consumer interest and engagement.

Outdoor Advertising Machines have become an integral part of the digital out-of-home advertising landscape. These machines, equipped with cutting-edge technology, are transforming the way advertisements are delivered in outdoor environments. They offer high-resolution displays and advanced connectivity options, allowing advertisers to present dynamic and interactive content to a wide audience. The versatility of outdoor advertising machines enables them to be strategically placed in high-traffic areas such as city centers, highways, and public squares, maximizing visibility and engagement. As urbanization continues to rise, the demand for these machines is expected to grow, providing advertisers with innovative ways to reach consumers in outdoor settings.

Regionally, North America holds a significant share of the DOOH advertising market, driven by the high adoption of advanced advertising technologies and a well-established advertising industry. The Asia Pacific region is anticipated to exhibit the highest growth rate during the forecast period, owing to rapid urbanization, increasing digitalization, and the growing adoption of smart city initiatives in countries like China and India. Europe also demonstrates substantial market potential, supported by a strong emphasis on digital transformation and sustainable advertising practices.

Format Analysis

The Digital Out-Of-Home Advertising market can be segmented by format into Billboards, Transit, Street Furniture, and Place-Based. Billboards are one of the most prominent formats, having been a staple in the advertising industry for decades. The transition from traditional to digital billboards has revolutionized the way advertisements are displayed, offering dynamic and interactive content. Digital billboards are equipped with high-resolution displays and advanced software that allow for real-time content updates, enhancing the reach and effectiveness of advertising campaigns.

Transit advertising, which includes digital screens

The spectacular outdoor advertising market is experiencing robust growth, driven by the increasing adoption of digital technologies and the expansion of urban landscapes globally. The market's value, while not explicitly stated, can be reasonably estimated based on typical market sizes for related advertising sectors and the provided CAGR (Compound Annual Growth Rate). Assuming a conservative CAGR of 5-7% and a 2025 market value within a reasonable range (e.g., between $50 billion and $100 billion, depending on the value unit), the market is poised for significant expansion over the forecast period (2025-2033). Key drivers include the increasing use of dynamic digital displays offering targeted advertising, the growing preference for experiential marketing campaigns, and the integration of data analytics for improved campaign performance. The shift towards digital spectacular outdoor advertising is a major trend, offering higher engagement rates and more precise targeting compared to traditional physical billboards. However, regulatory hurdles in some regions and concerns about visual pollution remain significant restraints. Segmentation analysis reveals that the commercial sector dominates the application segment, followed by municipal and public organizations. Within the types segment, digital spectacular outdoor advertising is experiencing faster growth due to its advanced features. North America and Europe currently hold the largest market shares, but regions like Asia Pacific are exhibiting accelerated growth, fueled by rapid urbanization and rising disposable incomes. Competition is fierce, with major players like Clear Channel Outdoor, JCDecaux Group, and Lamar Advertising vying for market share. The success of individual companies will hinge on their ability to innovate, leverage data effectively, and adapt to evolving consumer preferences and technological advancements. Future growth will be further shaped by the increasing integration of smart city initiatives and the development of more sophisticated advertising technologies. The long-term outlook for spectacular outdoor advertising remains positive, underpinned by its effectiveness in capturing consumer attention in public spaces and the continuous evolution of digital display technologies.