The global digital out-of-home advertising market size reached USD 21.5 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 54.1 Billion by 2033, exhibiting a growth rate (CAGR) of 10.26% during 2025-2033. The incorporation of cutting-edge technologies, the growing emphasize on personalization and data-driven decision-making, the shifting behavior and expectations of individuals, and the increasing use of digital technology are some of the major drivers of the market expansion.

IMARC Group provides an analysis of the key trends in each segment of the market, along with digital out-of-home advertising market forecast at the global and regional levels for 2025-2033. Our report has categorized the market based on format type, application, and end-user.

Explore the Out-of-Home Advertising Market trends! Covers key players, growth rate 4.8% CAGR, market size $43.15 Billion, and forecasts to 2034. Get insights now!

Mid-2024 forecasts projected that the global outdoor advertising revenue would amount to an estimated 49.7 billion U.S. dollars that year, of which 29.3 billion (or 59 percent) would come from traditional out-of-home (OOH) media, while digital out-of-home (DOOH) would account for the remaining 20.4 billion dollars (41 percent). Both segments were expected to expand as the decade unfolds, with total OOH ad spending reaching nearly 68 billion dollars by 2029, 29.8 billion (44 percent) of which will consist of DOOH. DOOH boosts the outdoor media industry The world's top five outdoor ad companies are based in Western Europe and the United States: JCDecaux, Ströer, CCO, Lamar, and Outfront Media. 2023 data reveals all of them recorded higher growth in DOOH revenues than for overall outdoor media activities. That reinforces the relevance of the digital segment for the industry's expansion. The world's flagship market for DOOH Out of the 15 leading global OOH firms, three are headquartered in China. That includes 2023's sixth-placed company, Shanghai-based Focus Media. While Chinese players' financial results remain far from their Western competitors, the Asian country is ahead in the digital game. In 2024, China alone accounted for an estimated 55 percent of DOOH ad revenues worldwide. If that concentration continues, Chinese outdoor media companies are more likely to experience faster growth.

The report covers Global Digital Out of Home (OOH) Advertising Market Companies and it is segmented by Application (Billboard, Transit, Street Furniture), End-User (Retail, Healthcare/Pharmaceuticals?, Financial Services, Automotive, Telecom/Utilities?, Government Agencies), and Geography.

According to Cognitive Market Research, the global Out of Home (OOH) Advertising market size will be USD 28254.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 6.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 11301.80 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 8476.35 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 6498.54 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 1412.73 million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 565.09 million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.7% from 2024 to 2031.
The billboards is the fastest growing segment of the Out of Home (OOH) Advertising industry

Market Dynamics of Out of Home (OOH) Advertising Market

Key Drivers for Out of Home (OOH) Advertising Market

Increased consumer mobility to drive market growth

Increased consumer mobility significantly drives growth in the Out of Home (OOH) advertising market. As urban populations expand and lifestyles become more fast-paced, consumers are spending more time outside their homes, whether commuting to work, running errands, or socializing. This surge in mobility creates numerous opportunities for brands to capture consumer attention in public spaces. Advertisers can strategically position their messages in high-traffic areas, enhancing visibility and engagement. Furthermore, advancements in technology, such as mobile connectivity and location-based services, enable targeted advertising that resonates with on-the-go consumers. By leveraging data analytics, brands can tailor campaigns to specific demographics and behaviors, ensuring effective communication. As the trend of increased mobility continues, OOH advertising will become an even more crucial component of integrated marketing strategies, ultimately driving market growth.

Increasing adoption of digital innovation to boost market growth

The increasing adoption of digital innovation is a pivotal factor boosting growth in the Out of Home (OOH) advertising market. As technology evolves, advertisers are integrating digital platforms to create dynamic, engaging content that captures consumer attention more effectively than traditional methods. Digital billboards and screens allow for real-time updates, enabling brands to adjust messaging based on audience demographics, time of day, or current events. This flexibility enhances the relevance of advertising campaigns, driving higher engagement rates. Moreover, the integration of programmatic buying and data analytics allows for targeted advertising, optimizing ad placements for maximum impact. The growing emphasis on interactive and immersive experiences, such as augmented reality and gamification, further enhances consumer engagement. As brands increasingly invest in digital innovation, the OOH advertising market will continue to expand, offering fresh avenues for creative expression and audience interaction.

Restraint Factor for the Out of Home (OOH) Advertising Market

Concerns on regulatory restrictions to limit market growth

Concerns regarding regulatory restrictions are significant barriers limiting growth in the Out of Home (OOH) advertising market. Governments and local authorities often impose strict regulations on the placement, size, and content of outdoor advertisements to ensure public safety, aesthetics, and environmental considerations. These restrictions can lead to challenges for advertisers who aim to maximize visibility and reach. For instance, limitations on digital signage can hinder the ability to create dynamic, real-time content that engages consumers effectively. Additionally, the varying regulations across different regions complicate campaign strategies for national brands, requiring more resources for compliance and adaptation. This inconsistency can deter investments in OOH advertising, as companies may percei...

The size and share of the market is categorized based on Type (Transit Advertising, Billboard, Street Furniture Advertising, Others) and Application (BFSI, IT and Telecom, Automotive and Transportation, Education, Entertainment, Healthcare, Consumer Goods and Retail, Government and Utilities, Others) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

Out-of-home advertising spending is projected reach over 39 billion U.S. dollars worldwide by the end of 2022. Nevertheless, this showed a rebound from the drop in the previous year caused by the outbreak of the coronavirus pandemic. However, this figure is forecast to continue increasing in the following years, with global expenditures projected to amount to 45 billion U.S. dollars by the end of 2024.

What is out-of-home advertising?
Out-of-home advertising (OOH) refers to any visual advertising media that is found outside of the home. Examples of OOH media formats include digital and non-digital billboards, street furniture and transit ads, or place-based advertising in arenas and stadiums. Bulletins or billboards that are located on highly frequented roads are among the most impactful OOH media formats due to their size and consumer exposure. In 2021, JCDecaux was the leading outdoor advertising company worldwide, with annual revenue of over 3.2 billion U.S. dollars.

Out-of-home advertising is going digital
Out-of-home advertising is one of the oldest forms of advertising worldwide. While these types of ads have been around for several decades, they are now becoming more relevant than ever, thanks to the ongoing technological advancements in the media industry. By going digital, or gradually replacing physical ads with digital formats, media buyers can offer potential customers a wide array of exciting new features like brighter colors, movement, and ad variation. In 2018, DOOH accounted for roughly 18 percent of the global OOH sales, with over 6.08 billion U.S. dollars in spending. In the following years, the shift towards digital is forecast to pick up the pace.

The Street Furniture OOH Market Report is Segmented by Type (Static OOH and Digital OOH), Organization Size (Small and Medium Type Enterprises and Large Enterprises), End-User Industry (Automotive, Retail and Consumer Goods, Healthcare, BFSI, and Other End-User Industries), and Geography (North America, Europe, Asia-Pacific, and Rest of the World). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

The size and share of the market is categorized based on Type (Transit Advertising, Billboard, Street Furniture Advertising, Others) and Application (BFSI, IT and Telecom, Automotive and Transportation, Education, Entertainment, Healthcare, Consumer Goods and Retail, Government and Utilities, Others) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

The size and share of the market is categorized based on Type (Digital Media, Traditional Media) and Application (Airport, Highways, Shopping Malls, Roadside, Other) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

Explore the Billboard And Outdoor Advertising Market trends! Covers key players, growth rate 3.3% CAGR, market size $71.19 Billion, and forecasts to 2034. Get insights now!

According to Cognitive Market Research, the global Out of Home Billboard market size is USD 36158.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 4.00% from 2024 to 2031. North America held the major market of more than 40% of the global revenue with a market size of USD 14463.2 million in 2024 and will grow at a compound annual growth rate (CAGR) of 2.2% from 2024 to 2031. Europe accounted for a share of over 30% of the global market size of USD 10843.4 million. Asia Pacific held the market of around 23% of the global revenue with a market size of USD 8316.3 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.0% from 2024 to 2031. Latin America market of more than 5% of the global revenue with a market size of USD 1807.9 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.4% from 2024 to 2031. Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 723.1 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.7% from 2024 to 2031. The Digital Billboards held the highest Out of Home Billboard market revenue share in 2024. Market Dynamics of Out of Home Billboard Market Key Drivers for Out of Home Billboard Market The growing use of digital billboards the Demand Globally The increasing utilization of digital billboards stands out as a key driver for the out-of-home advertising market. In 2023, the growth rate of digital ad spending moderated to 15 percent, reaching Rs 39,714 crore, compared to 35 percent in 2022, amounting to Rs 34,405 crore. In 2021, this segment experienced a remarkable 50 percent growth, reaching Rs 25,438 crore from Rs 16,974 crore. Digital billboards offer the flexibility to be placed strategically near target audiences, owing to their portable properties. Their advanced features, including continuous light emission throughout the day and night, make them an attractive option for businesses seeking effective advertising avenues. Consequently, the demand for out-of-home advertising experiences a surge during the analysis period. Increased Spending on Advertising to Propel Market Growth As businesses vie for consumer attention in a competitive market, advertising expenditure is on the rise, increasing by 11.8% in 2023. Total ad sales surged from Rs 98,200 crore in 2022 to Rs 1,09,900 crore in 2023. Advertising spending saw a growth of 9.6% in the first half of 2023, which accelerated to 13.8% in the second half. Out-of-home (OOH) advertising, including billboards, remains integral to marketing strategies due to its effective reach to diverse and expansive audiences. Restraint Factor for the Out of Home Billboard Market High Cost to Limit the Sales The abundance of billboards lining roadways often leads drivers to prioritize attention to the road rather than side-of-the-road ads. Many billboards receive only fleeting glances, typically lasting mere seconds. Consequently, the primary drawback of digital out-of-home (DOOH) advertising formats lies in their transient nature. Given that businesses must pay significant sums for their advertisements to be viewed briefly, the cost per exposure may exceed that of alternative methods. This relatively high cost renders DOOH advertising less practical, especially for small and medium-sized businesses. Additionally, alternative DOOH formats, such as 6-sheets in shopping centers or post office displays, offer lower costs per panel compared to billboards. Therefore, the anticipated impediment to the growth of the digital out-of-home industry stems from the high expenses associated with DOOH advertising. Impact of Covid-19 on the Out of Home Billboard Market As governments worldwide implemented lockdowns and restrictions to contain the spread of the virus, numerous businesses encountered financial uncertainty, prompting them to scale back their advertising budgets. The consequent decrease in outdoor activities and travel restrictions resulted in a diminished demand for outdoor advertising, including billboards. Consequently, there was a notable decline in ad spending on out-of-home (OOH) platforms as advertisers reevaluated their marketing strategies. However, amid the challenges brought about by the pandemic, certain segments within the OOH billboard market seized opportunities for growth. For instance, billboards situated in residential neighborhoods or near essential establishments like grocery stores experience...

The source forecast that, in 2024, digital out-of-home (DOOH) advertising revenues worldwide will amount to an estimated 20.4 billion U.S. dollars. The annual value was projected to continue to expand as the decade unfolds, reaching nearly 30 billion dollars by 2029. When including traditional outdoor ad spending, the global OOH ad expenditure growth rate will stand at 11.5 percent in 2024.

DOOH media's global relevance The same study estimated China's share in the global DOOH ad market at almost 55 percent, stressing the Asian economy's importance for the segment. However, DOOH's share in total OOH ad spending worldwide was expected to end the decade below 50 percent, as different countries and territories adopt the technology at different paces and capacities.

DOOH campaigns In 2023, more than four out of 10 marketers surveyed worldwide reported purchasing DOOH campaigns directly only, while three out of 10 chose exclusively programmatic buys – when automated technology substitutes traditional sale methods. Within the programmatic digital out-of-home (prDOOH) campaigns alone, single-country campaigns made up the majority of prDOOH target market, at approximately 57 percent.

Outdoor Advertising landscape is slated to reach a valuation of US$ 51.4 Bn by 2032. Billboards segment is expected to be worth US$ 34.9 Billion.

The size and share of the market is categorized based on Type (Transit Advertising, Billboard, Street Furniture Advertising, Others) and Application (BFSI, IT and Telecom, Automotive and Transportation, Education, Entertainment, Healthcare, Consumer Goods and Retail, Government and Utilities, Real Estate) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

In 2024, the digital out-of-home (DOOH) subsegment will account for an estimated 41 percent of total out-of-home (OOH) advertising revenues worldwide. That share was forecast to rise as the decade unfolds, albeit still below 45 percent by 2029.

Digital Out of Home Market size was valued at USD 21.16 Billion in 2024 and is projected to reach USD 42.54 Billion by 2031, growing at a CAGR of 11.02% during the forecast period 2024-2031.

The Digital Out-of-Home (DOOH) market is driven by several factors, including the increasing adoption of digital technologies in advertising, the growing demand for targeted and measurable advertising campaigns, and the rising popularity of programmatic advertising in the DOOH space. Additionally, the increasing urbanization and the growing number of urban dwellers are creating more opportunities for DOOH advertising. Furthermore, the advancements in display technologies, such as higher resolution screens and interactive displays, are enhancing the visual appeal and effectiveness of DOOH campaigns.

Outdoor Advertising market will be growing at a CAGR of 8.48% during 2025 to 2033.

The Out-of-Home (OOH) advertising market, valued at $40.33 billion in 2025, is projected to experience robust growth, driven by a Compound Annual Growth Rate (CAGR) of 4.95% from 2025 to 2033. This expansion is fueled by several key factors. The increasing adoption of digital OOH advertising, offering targeted campaigns and real-time data analytics, is a major driver. Furthermore, innovative formats like interactive billboards and programmatic buying are enhancing engagement and efficiency, attracting more advertisers. Growth in urban populations, particularly in developing economies, contributes to increased ad exposure opportunities. Strategic partnerships between OOH providers and technology companies are also fostering innovation and expanding market reach. However, the market faces challenges. The rise of digital advertising channels competes for advertising budgets. Economic downturns can reduce marketing expenditures, impacting OOH spending. Stricter regulations concerning billboard placement and aesthetics in some regions also pose a restraint. The market segmentation reveals a dynamic interplay between traditional physical outdoor advertising and the rapidly growing digital segment. The digital segment is predicted to significantly outpace the growth of physical billboards due to its superior targeting capabilities and measurability. Geographical distribution shows significant variations, with North America and Europe currently holding larger market shares, though Asia-Pacific is expected to witness substantial growth in the coming years due to rapid urbanization and increasing disposable incomes. The competitive landscape is marked by both established global players and regional companies. Key players such as JCDecaux, Clear Channel Outdoor Holdings, and Lamar Advertising leverage their extensive infrastructure and technological capabilities to maintain market dominance. However, smaller, more agile companies are innovating and securing niche markets. The success of companies in the future will depend on their ability to adapt to evolving consumer behaviors, leverage technological advancements, and provide measurable ROI for advertisers. This will involve further integration of data analytics, programmatic capabilities, and creative ad formats to meet the demands of a rapidly changing advertising ecosystem. The forecast period, 2025-2033, is poised for considerable transformation within the OOH advertising landscape, with digital technologies leading the charge towards a more precise and engaging advertising experience.

TBRC out of home advertising market report includes billboard, street furniture, transit, static, digital, vehicle industry, food & beverage industry, commercial and personal services, consumer goods