US Out of home (OOH) advertising revenue reached a record $9.1 billion in 2024, marking a 4.5% increase from the previous year, according to newly released data from the Out of Home Advertising Association of America (OAAA). This milestone represents the highest revenue ever recorded for the OOH advertising sector.
Digital Out Of Home Fuels Growth Amid Broad-Based Gains
Digital Out Of Home (DOOH) accounted for 34% of total OOH spending, growing 7.5% in 2024. While DOOH remained a key driver, traditional OOH segments such as billboards, transit, and street furniture also saw gains. Transit advertising led category growth with a 10.6% increase, reflecting heightened demand in urban markets.
Half of the top ten advertising industries by product category achieved double-digit revenue growth. Communications, Government Politics & Organizations, Retail, Automotive Dealers & Services, and Local Services & Amusements led in percentage growth. Political advertising also set a record in 2024, driven by spending during the presidential election cycle.
OAAA CEO Highlights Industry Momentum
Anna Bager, President and CEO of OAAA, emphasized the sector’s resilience: “This marks the first time OOH revenue has exceeded $9 billion, signaling the continued strength and momentum of out of home advertising. 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.”
Top Categories and Advertisers in 2024
The top ten OOH advertising categories by spend were:
- Legal Services (+16%)
- Hospitals, Clinics & Medical Centers
- Domestic Hotels & Resorts
- Quick-Service Restaurants
- Consumer Banking
- Colleges & Universities
- Local Government
- Chain Food Stores & Supermarkets (+15%)
- Television & Cable TV
- Live Theater, Opera, Music, and Dance
Legal Services and Chain Food Stores & Supermarkets posted the strongest growth within the top categories.
Apple, McDonald’s, Amazon, Coca-Cola, and Verizon ranked as the top five OOH advertisers by spend. Notably, 60% of the top 100 advertisers increased their OOH budgets compared to 2023, with 13 companies—including Stripe, Old Navy, Honda, and Nike—more than doubling their investments.
Technology and D2C Brands Dominate Spending
Over 25% of the top 100 OOH spenders were technology or direct-to-consumer (D2C) brands. Major names included Apple, Amazon, Google, Samsung, Netflix, Meta, and Uber.
Methodology and Data Sources
OAAA’s revenue estimates incorporate data from Miller Kaplan, Vivvix-MediaRadar, and member affidavits. Figures include spending across digital/static billboards, transit, street furniture, place-based, and cinema advertising.
For more info visit OAAA Website
