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.

During a survey among marketers worldwide published in the second half of 2024, providing dynamic creative opportunities stood as the most recognized attribute of programmatic digital out-of-home (prDOOH) advertising, being listed by ** percent of respondents. Within digital out-of-home (DOOH) advertising, sustainable/eco-efficient reach and flexibility/efficiency to display when the right conditions are met ranked first, each chosen by ** percent of the interviewees.

In a study of out-of-home advertising effectiveness conducted in early 2019, it was found that for the largest proportion of viewers heavily exposed to OOH advertising in the United States (those who have traveled in a car and seen OOH ads) driving was the primary mode of transportation, at 83 percent on weekdays and 69 percent on weekends.

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.

In a study of out-of-home advertising effectiveness conducted in early 2019, it was found that both men and women were equally heavy viewers of OOH advertising in the United States. Heavy exposure was defined as having traveled in a car and seen OOH ads in the past seven days.

In a study of out-of-home advertising effectiveness conducted in early 2019, it was found that the majority of viewers heavily exposed to OOH advertising in the United States (those who have traveled in a car and seen OOH ads) were white. Asians accounted for the smallest group exposed to OOH, at 11 percent.

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.

In a study of out-of-home advertising effectiveness conducted in early 2019, it was found that around 21 percent of viewers heavily exposed to OOH advertising in the United States (those who have traveled in a car and seen OOH ads) had household income between 100 thousand and 150 thousand U.S. dollars.

During a survey conducted among consumers in Canada in 2024, the share of consumers who agreed AI-generated out-of-home (OOH) advertisements were more effective than those created by human designers was 23 percent. In comparison, 51 percent of consumers disagreed that AI-generated OOH ads were more effective.

In the second quarter of 2023, 44.38 million unique individuals saw large format and 52.2 million small format out-of-home (OOH) ads in Great Britain. Digital OOH screens were seen by 45.16 million unique individuals.

In 2022, JCDecaux UK Limited generated approximately 337 million British pounds in revenue. Its largest competitor Clear Channel UK Limited had revenues of 183.5 million pounds. Global Outdoor Media Limited ranked third, with 144.6 million pounds. Ocean Outdoor UK Limited had the smallest revenues out of the four, with roughly 68 million pounds.

In the second quarter of 2023, advertising posters generated 8.16 billion weekly impacts in Great Britain. Number of impacts is defined as the number of times an ad is seen, also by the same individual.

During a June 2021 survey conducted on Italian internet users who said they performed an action after seeing an out-of-home ad, 74 percent of respondents said they conducted an online search to obtain more information on what they saw on the ad. One quarter of respondents said they used their smartphone to send an ad screen or poster's picture directly to their friends or to share it on social media, while 19 percent said they interacted with an ad screen through a QR code or augmented reality.

In 2023, the highest expenditure on outdoor advertising in South Korea was in transit, and amounted to around 455.2 billion South Korean won. Billboards were also a successful type of outdoor advertising. It was projected that these two formats will continue to dominate in the upcoming years.