In 2024, out-of-home (OOH) advertising revenue in the United States grew by over four percent to approximately 9.13 billion U.S. dollars. That was over six percent above the 8.56 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 10.5 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 2.3 percent in 2025 to two percent in 2028. DOOH boosts the market The number of digital billboards across the U.S. skyrocketed by over 40 percent in 2023, reaching around 16.6 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.

In 2025, total out-of-home (OOH) advertising spending in the United States will exceed a forecast 9.5 billion U.S. dollars, up from an estimated 9.2 billion dollars in 2024. The annual figure was projected to continue to rise, reaching nearly 10.6 billion dollars by 2028.

In 2024, outdoor advertising spending worldwide reached an estimated 42.61 billion U.S. dollars, up from almost 40.7 billion dollars a year earlier – an annual increase of about 4.8 percent. According to another source's projections, the global out-of-home (OOH) ad revenue growth rate will accelerate as the decade unfolds.

In 2023, out-of-home (OOH) advertising spending worldwide reached nearly 42 billion U.S. dollars, with the Asia-Pacific (APAC) region alone accounting for approximately 20.2 billion dollars. Europe followed with 10.3 billion dollars, while the revenue across the United States and Canada collectively amounted to 9.4 billion dollars. Digital out-of-home (DOOH) ad spend's share in total outdoor ad revenues worldwide stood at 35.7 percent in 2023, on average.

In 2024, billboard advertising spending in the United States exceeded 6.5 billion dollars. That accounted for around 72 percent of the U.S. total out-of-home (OOH) ad spend that year. Transit and place-based ad expenditures surpassed 1.5 billion and 550 million dollars, respectively, whereas street furniture's ad revenues amounted to less than 470 million dollars.

The ad spending in the 'Out-of-Home Advertising' segment of the advertising market in North America was forecast to continuously increase between 2024 and 2030 by in total 3.2 billion U.S. dollars (+30.74 percent). After the tenth consecutive increasing year, the ad spending is estimated to reach 13.57 billion U.S. dollars and therefore a new peak in 2030. Find further information concerning the ad spending in the advertising market in China and the ad spending in the 'Influencer Advertising' segment of the advertising market in South Korea. The Statista Market Insights cover a broad range of additional markets.

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.

In 2023, the UK’s out-of-home advertising market generated 1.3 billion British pounds in revenue, returning to pre-COVID-19 levels. This figure marked an increase of 10 percent compared to 2022. In 2020, the OOH ad spend in the country dropped from 1.3 billion to 699 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 64 percent, and according to the latest forecasts, overall DOOH ad spend in the UK will see year-on-year growth of more than seven percent in 2023.

In 2024, digital out-of-home (DOOH) advertising spending accounted for approximately 34 percent of the total expenditure on out-of-home (OOH) media in the United States, slightly up from 33 percent a year earlier. According to the same source, DOOH ad revenues' annual growth rate in the U.S. reached 7.5 percent in 2024.

In a study of out-of-home advertising effectiveness conducted in early 2019, it was found that the average age of viewers heavily exposed to OOH advertising in the United States (those who have traveled in a car and seen OOH ads) was 42 years. The smallest exposure was among young adults, aged 18 to 24 - only 11 percent of heavy OOH viewers fell into this age group.

In the third quarter of 2024, overall out-of-home (OOH) advertising revenues in the United States grew by approximately 4.3 percent compared to the same period a year earlier. Meanwhile, digital out-of-home (DOOH) ad spending increased by 7.3 percent. Over the presented years, DOOH's growth rates have always been higher than total OOH's figures, indicating an upward trend for digital outdoor media in the U.S.

In 2024, the French holding JCDecaux SE remained the world's leading out-of-home (OOH) advertising company based on revenue, with an annual result reaching 4.26 billion U.S. dollars. Clear Channel Outdoor Holdings, Inc. (or CCO) ranked second with nearly 2.35 billion dollars. Germany-based Ströer SE & Co. KGaA followed with over 2.23 billion dollars, although over 1.18 billion dollars (or 53 percent) of that figure came from its non-OOH-related divisions. OOH top player JCDecaux has led the global outdoor advertising industry for years. Between 2021 and 2024 – when people increasingly returned to public spaces worldwide as COVID-19 subdued – the company's revenue increased by more than 40 percent. The 2024 result was the first this decade to surpass the holding's 2019, pre-pandemic revenues. JCDecaux's digital out-of-home (DOOH) ad revenues more than doubled in the same period, exceeding 1.5 billion euros in 2024. CCO's strategy Meanwhile, CCO reported a net loss for the eighth year in a row in 2024 – almost 180 million dollars. Since 2023, it sold or tried to sell out multiple operations out of the U.S. Thus, the company entered 2025 ready to limit its business to the American market only.

Out-of-home advertising spending in Italy was projected to amount to 470 million euros in 2024. Spending was expected to reach 568 million in 2028. This industry involves advertising displayed outside the home, in public spaces. The greatest share of the market is related to advertising displayed on public transport. Digital OOH Out-of-home advertising is also displayed also through digital media. The share of digital OOH advertising amounted to 17 percent of OOH advertising by 2022. In Italy, digital OOH adverts are located often in subways and railways, which hold 45 percent of the market. Spaces in airports and billboards follow with 30 and 13 percent respectively. Effective reach It is hard to indicate the effective reach of out-of-home advertising in Italy. A study estimated that 41 million Italians were exposed to it in 2017, while 21.4 million people might have come across advertising as they had to commute more than one hour a day.

The ad spending in the 'Out-of-Home Advertising' segment of the advertising market in Asia was forecast to continuously increase between 2024 and 2030 by in total 5.8 billion U.S. dollars (+34.4 percent). After the tenth consecutive increasing year, the ad spending is estimated to reach 22.63 billion U.S. dollars and therefore a new peak in 2030. Find further information concerning the average ad spending per internet user in the 'Digital video ads' segment of the advertising market in Iceland and the ad spending in the 'Direct Mail Advertising' segment of the advertising market in the United States. The Statista Market Insights cover a broad range of additional markets.

In 2024, the local services and amusements segment spent over 2.59 billion U.S. dollars on out-of-home (OOH) advertising in the United States, making it the leading advertiser category in outdoor media. The expenditure surpassed those of the second- (retail), third- (public transportation, hotels, and resorts), and fourth-placed (government, politics, and organizations) sectors combined. That year, U.S. OOH ad revenues grew by around 4.5 percent.

In 2025, total out-of-home (OOH) advertising spending in the United States will increase by a forecast 3.7 percent, marking a deceleration compared to the previous year's 5.2-percent estimated growth rate. The source projected that, in 2028, the U.S. OOH ad spending would rise over four percent.

In 2024, the value of the out-of-home (OOH) advertising market in Indonesia amounted to 40 million U.S. dollars. The value of the market was forecast to continue to increase and will reach 47 million U.S. dollars by 2029.

In 2024, global outdoor advertising revenues will grow by an estimated 11.5 percent. The same source projected a compound annual growth rate (CAGR) of 6.4 percent from 2025 to 2029. Thus total out-of-home (OOH) ad spending worldwide would increase from less than 50 billion U.S. dollars in 2024 to nearly 68 billion dollars by 2029.

Based on data on the out-of-home advertising market in the United Kingdom, it was found that digital OOH ad revenue accounted for 65 percent of total out-of-home revenue in the country in 2023. The share increased by two percentage points on 2022.

In 2022, outdoor advertising companies in the United States collectively generated around 8.78 billion U.S. dollars in revenues, up from 7.55 billion dollars a year earlier – an annual growth of over 16 percent. The 2022 result was also the first to surpass the 2019 pre-pandemic figure, signalling the sector's recovery as more consumers re-occupied public spaces.