Out-of-Home (OOH) Advertising Statistics, Trends, and Data Points for 2026
This research asset compiles verified statistics on U.S. and global out-of-home (OOH) advertising: total ad revenue, digital OOH (DOOH) share and growth, programmatic DOOH, audience reach, and consumer recall and action. It separates audited spend reported by the Out of Home Advertising Association of America (OAAA) from vendor forecasts published by eMarketer and market-research firms, and it flags where DOOH definitions and methodologies differ. Every number below is attributed to a named publisher and year.
Why this matters: OOH is the only traditional advertising channel that has grown revenue while linear TV and print decline, and DOOH plus programmatic buying are driving that growth. Marketers and reporters need clean, source-anchored figures rather than blended vendor estimates presented as fact.
Executive Summary
- U.S. OOH advertising revenue reached a record $9.46 billion in full-year 2025, up 3.6% year over year, extending growth to 19 consecutive quarters. Source: OAAA, 2025 full-year report.
- Digital OOH (DOOH) accounted for 36.3% of total U.S. OOH revenue in 2025 and grew 10.5% year over year. Source: OAAA, 2025.
- U.S. OOH revenue first crossed the $9 billion mark in 2024, hitting $9.1 billion, up 4.5% year over year. Source: OAAA, March 2025.
- Programmatic DOOH ad spend in the U.S. is forecast to reach $1.23 billion in 2026, after roughly 23% growth in 2025 and 34% growth in 2024. Source: eMarketer, 2025.
- DOOH is projected to make up 45.2% of total U.S. OOH ad spending by 2028, up from 22.0% in 2016. Source: eMarketer Out-of-Home Forecast, 2026.
- 88% of U.S. adults noticed at least one form of OOH advertising in the prior 30 days, and 51% used a mobile device to search for an advertiser after seeing an OOH ad. Source: OAAA/Morning Consult, survey fielded November 2022, published March 2023.
- DOOH scored 73% favorability among U.S. adults aged 18-64, higher than television/video (50%), social media (48%), and online (37%). Source: FOARE/The Harris Poll, 2024.
- Estimates of the global OOH market for 2025 range from about $35 billion to $37 billion depending on the research firm and definition, a spread that reflects methodology differences, not a single audited figure. Sources: The Business Research Company and others, 2025.
Key Findings
- U.S. OOH advertising revenue was a record $9.46 billion in 2025, up 3.6% versus 2024. Source: OAAA, 2025.
- U.S. OOH revenue was $9.1 billion in 2024, up 4.5% and the first year above $9 billion. Source: OAAA, March 2025.
- DOOH represented 36.3% of U.S. OOH revenue in 2025, up from 34% in 2024. Source: OAAA, 2024 and 2025.
- DOOH revenue grew 10.5% in 2025 and 7.5% in 2024, both years outpacing total OOH growth. Source: OAAA, 2024 and 2025.
- Transit was the fastest-growing U.S. OOH segment in 2025, up 9.2% annually, after 10.6% growth in 2024. Source: OAAA, 2024 and 2025.
- U.S. OOH revenue was $1.98 billion in Q1 2025 (up 2%) and $2.86 billion in Q2 2025 (up 3%). Source: OAAA, 2025.
- 70% of the top 100 U.S. OOH advertisers increased spending in 2025 versus 2024, and 16 more than doubled their OOH investment. Source: OAAA, 2025.
- Legal Services was the largest U.S. OOH product category in 2025; Apple was the single largest advertiser. Source: OAAA, 2025.
- U.S. programmatic DOOH spend is forecast at $1.23 billion in 2026, following about 23% growth in 2025. Source: eMarketer, 2025.
- U.S. total OOH ad spending is forecast to reach $10.48 billion by 2028, with annual growth of roughly 3% to 4.8%. Source: eMarketer, 2025.
- DOOH is forecast to reach 45.2% of U.S. OOH ad spending by 2028, up from 22.0% in 2016. Source: eMarketer, 2026.
- 88% of U.S. adults noticed OOH advertising in the prior 30 days, and 78% of those took some action. Source: OAAA/Morning Consult, March 2023.
- 43% of U.S. adults made an online purchase after seeing an OOH ad, per the OAAA/Morning Consult study fielded November 2022. Source: OAAA/Morning Consult, 2023.
- DOOH drove 76% of exposed U.S. adults to take an action, and 74% of mobile users acted on their phone after a DOOH ad. Source: FOARE/The Harris Poll, 2024.
- OOH produced higher ad recall than live and streaming TV, podcasts, radio, print, and online in an aggregation of U.S. studies from 2017 to 2022. Source: Solomon Partners, 2023.
U.S. OOH Market Size and Growth (OAAA Audited Data)
The OAAA reports U.S. OOH revenue from member and industry data each quarter and annually. These are the closest figures the industry has to audited spend, and they should be kept separate from forecasting firms’ projections.
U.S. OOH revenue reached $9.46 billion in full-year 2025, up 3.6% year over year. Source: OAAA, 2025. Revenue was $9.1 billion in 2024, up 4.5%, the first year above $9 billion in the medium’s history. Source: OAAA, March 2025. Growth has now run for 19 consecutive quarters as of the end of 2025. Source: OAAA, 2025. Quarterly, revenue was $1.98 billion in Q1 2025 (up 2%) and $2.86 billion in Q2 2025 (up 3%). Source: OAAA, 2025. What this means: OOH is posting steady mid-single-digit annual growth, slower than total digital advertising but a structural outlier among legacy channels.
Digital OOH (DOOH) Share and Growth
DOOH refers to ad-carrying digital screens (digital billboards, transit screens, place-based screens). Note a definition gap: OAAA’s DOOH share measures digitally delivered OOH revenue inside the U.S. OOH total, while some market-research firms size a separate global DOOH market that includes hardware and signage spend, producing much larger numbers that are not comparable.
DOOH made up 36.3% of U.S. OOH revenue in 2025, up from 34% in 2024. Source: OAAA, 2024 and 2025. DOOH grew 10.5% in 2025 and 7.5% in 2024, outpacing total OOH growth in both years. Source: OAAA, 2024 and 2025. Looking forward, eMarketer forecasts DOOH will reach 45.2% of U.S. OOH ad spending by 2028, up from 22.0% in 2016. Source: eMarketer, 2026. What this means: DOOH is the growth engine of the category, and the digital share of U.S. OOH is on track to approach half of spend within a few years.
Programmatic DOOH
Programmatic DOOH (pDOOH) is the automated, auction-based buying of DOOH inventory. It is a small but fast-growing slice of DOOH, and global and U.S. estimates differ widely by source and definition.
U.S. programmatic DOOH ad spend is forecast at $1.23 billion in 2026, per eMarketer. Source: eMarketer, 2025. eMarketer puts pDOOH growth at about 34% in 2024 and about 23% in 2025. Source: eMarketer, 2025. eMarketer’s headline is that U.S. pDOOH spend crosses the $1 billion mark in 2025. Source: eMarketer chart, 2025. What this means: programmatic still represents a minority of DOOH dollars but is growing far faster than the channel overall, which is why it draws disproportionate attention. Global pDOOH figures circulating in vendor blogs (for example, $1.4 billion to $2.2 billion worldwide for 2025) come from different providers with different scopes and should not be mixed with eMarketer’s U.S. series.
Reach, Recall, and Effectiveness
Effectiveness data comes mainly from survey research commissioned by OAAA and its foundation FOARE, plus Nielsen measurement work. These are sponsor-funded studies, which is disclosed below.
88% of U.S. adults noticed at least one form of OOH advertising in the prior 30 days. Source: OAAA/Morning Consult, fielded November 2022, published March 2023. Among adults who noticed OOH ads, 78% took some action, 76% used a mobile device to learn more about an advertised product, 51% used a mobile device to search for the advertiser, and 43% made an online purchase. Source: OAAA/Morning Consult, 2023. For DOOH specifically, favorability reached 73% among U.S. adults aged 18-64, ahead of television/video (50%), social media (48%), online (37%), audio (32%), and print (31%). Source: FOARE/The Harris Poll, 2024. 76% of those exposed to DOOH took an action, and 74% of mobile users acted on their phone after a DOOH ad. Source: FOARE/The Harris Poll, 2024. On recall, an aggregation of U.S. studies from 2017 to 2022 found OOH produced higher ad recall than live and streaming TV, podcasts, radio, print, and online. Source: Solomon Partners, 2023. What this means: OOH and DOOH show strong noticeability and self-reported action, though survey-based recall and action metrics are softer evidence than sales-based measurement.
Global OOH and DOOH Market Estimates (Vendor Forecasts)
There is no single audited global OOH figure equivalent to OAAA’s U.S. number. Market-research firms publish competing estimates with different scopes, so the range below should be read as estimates, not consensus.
The Business Research Company estimated the global OOH market at $37.18 billion in 2025, growing to $40.42 billion in 2026 at an 8.7% CAGR. Source: The Business Research Company, 2025. Other firms placed the 2025 global OOH market near $35 billion. Sources: multiple research firms, 2025. For global DOOH, Fortune Business Insights valued the market at $20.17 billion in 2025, projecting $22.51 billion in 2026 and a 12.09% CAGR through 2034. Source: Fortune Business Insights, 2025. What this means: global market sizing varies by tens of percent across firms because of different definitions of what counts as OOH and DOOH spend; treat any single global number with caution.
Original Synthesis
These derived insights combine the cited public datasets. Each states its formula, inputs, and limitations. They are illustrative, not audited.
1. DOOH dollar value of the U.S. market
Applying OAAA’s reported DOOH share to OAAA’s total revenue gives an implied DOOH dollar figure. For 2025: 36.3% of $9.46 billion equals roughly $3.43 billion. For 2024: 34% of $9.1 billion equals roughly $3.09 billion. That implies year-over-year DOOH dollar growth of about 11%, consistent with the 10.5% growth OAAA reports directly. Inputs: OAAA 2024 and 2025. Limitation: this multiplies two OAAA figures and is a derived estimate, not a separately audited DOOH revenue line; rounding affects the result.
2. Programmatic as a share of DOOH
Comparing eMarketer’s forecast U.S. programmatic DOOH spend of $1.23 billion in 2026 against the implied 2025 DOOH dollar value (about $3.43 billion) suggests programmatic is on the order of one-third of DOOH dollars and rising. Inputs: eMarketer 2025 and OAAA 2025. Limitation: the two series come from different publishers with different definitions and base years (eMarketer 2026 programmatic versus an OAAA-derived 2025 DOOH total), so the ratio is directional only and likely overstates precision.
3. OOH’s resilience index versus its own history
Indexing OAAA revenue to a 2024 base of 100, 2025 sits at 104.0 ($9.46 billion / $9.1 billion). Combined with 19 consecutive quarters of growth reported by OAAA, this frames OOH as the steadiest-growing traditional channel. Inputs: OAAA 2024 and 2025. Limitation: this is nominal revenue not adjusted for inflation; in real terms growth is smaller, and the index says nothing about share of total ad spend.
Tables
Table 1: U.S. OOH revenue and DOOH share by year
| Year | Total OOH revenue | YoY growth | DOOH share | DOOH growth |
|---|---|---|---|---|
| 2024 | $9.1 billion | 4.5% | 34% | 7.5% |
| 2025 | $9.46 billion | 3.6% | 36.3% | 10.5% |
Source for all cells: OAAA, 2024 full-year report and 2025 full-year report.
Table 2: U.S. OOH quarterly revenue, 2025
| Quarter | Revenue | YoY growth |
|---|---|---|
| Q1 2025 | $1.98 billion | 2% |
| Q2 2025 | $2.86 billion | 3% |
Source for all cells: OAAA, 2025 (Q1 and Q2 reports). Q3 and Q4 quarterly figures are reflected in the $9.46 billion full-year total.
Table 3: DOOH favorability versus other media, U.S. adults 18-64, 2024
| Medium | Favorability |
|---|---|
| DOOH | 73% |
| Television/video | 50% |
| Social media | 48% |
| Online | 37% |
| Audio | 32% |
| 31% |
Source for all cells: FOARE/The Harris Poll, 2024 (n=1,023 U.S. adults 18-64, fielded April 2-9, 2024, margin of error +/-2.8 points).
Table 4: eMarketer U.S. forecasts
| Metric | Value | Year |
|---|---|---|
| Programmatic DOOH ad spend | $1.23 billion | 2026 |
| Total OOH ad spending | $10.48 billion | 2028 |
| DOOH share of OOH | 45.2% | 2028 |
| DOOH share of OOH | 22.0% | 2016 |
Source for all cells: eMarketer, 2025 and 2026 forecasts.
Charts to build
- Chart title: U.S. OOH revenue, 2024 vs 2025. Data needed: total revenue and YoY growth. Source: OAAA. Insight: record-setting steady growth above $9 billion. Why citation-worthy: single audited industry figure, easy to quote.
- Chart title: DOOH share of U.S. OOH, 2016 to 2028. Data needed: DOOH share by year (22.0% in 2016, 34% in 2024, 36.3% in 2025, 45.2% forecast 2028). Source: OAAA actuals and eMarketer forecast. Insight: digital approaching half of OOH spend. Why citation-worthy: clean trend line mixing actuals and forecast, clearly labeled.
- Chart title: U.S. programmatic DOOH growth, 2024 to 2026. Data needed: growth rates (34%, 23%) and 2026 dollar value ($1.23 billion). Source: eMarketer. Insight: programmatic is the fastest-growing slice. Why citation-worthy: quantifies the buzziest part of the channel.
- Chart title: DOOH favorability versus other media, 2024. Data needed: favorability percentages by medium. Source: FOARE/The Harris Poll. Insight: DOOH leads all measured media on favorability. Why citation-worthy: ready-made bar chart for effectiveness arguments.
- Chart title: Consumer actions after seeing OOH, 2023. Data needed: noticed (88%), took action (78%), mobile search (51%), online purchase (43%). Source: OAAA/Morning Consult. Insight: OOH drives measurable downstream action. Why citation-worthy: funnel-style data points journalists like.
Inline chart: DOOH favorability versus other media (2024)
Source: FOARE/The Harris Poll, 2024.
Methodology
Source-selection criteria: priority went to the OAAA as the primary U.S. industry authority for audited-style revenue, then to eMarketer for forward-looking U.S. forecasts, then to named effectiveness studies (Morning Consult, The Harris Poll via FOARE, Nielsen, Solomon Partners), then to market-research firms for global sizing. Inclusion rules: a statistic was included only if it carried a named publisher, a year, and a geography, and if the figure could be traced to a primary or clearly-cited source. Exclusion rules: blended vendor blog numbers without a traceable primary source were excluded, and global pDOOH numbers from unnamed providers were noted but not stated as fact. Handling conflicts: where OAAA actuals and forecasting firms differed, both are reported and labeled separately; spend (OAAA) is never merged with forecasts (eMarketer) or market sizing (research firms). Derived estimates: the three synthesis items multiply or ratio cited figures and are explicitly flagged as derived. Limitations: effectiveness studies are sponsor-funded surveys; global market sizes vary by tens of percent across firms; the Nielsen 47-48% recall figure traces to the 2017 Nielsen/OAAA Poster Study and is dated. Date of last update: this asset reflects data available as of June 2026.
Source Quality
Tier 1 (primary industry authority and measurement): OAAA full-year and quarterly revenue reports; Nielsen OOH measurement studies. Tier 2 (credible market research and named survey firms): eMarketer forecasts; The Harris Poll/FOARE study; Morning Consult study; Solomon Partners benchmark; The Business Research Company and Fortune Business Insights market sizing. Tier 3 (reputable trade journalism and commentary): MediaPost, Sixteen:Nine, OOH Today coverage used only to locate primary releases, not as the primary citation.
Most Quotable Statistics
- “U.S. out-of-home advertising revenue hit a record $9.46 billion in 2025, up 3.6%.” Source: OAAA, 2025.
- “Digital out-of-home made up 36.3% of U.S. OOH revenue in 2025 and grew 10.5%.” Source: OAAA, 2025.
- “DOOH is forecast to reach 45.2% of U.S. OOH ad spending by 2028, up from 22.0% in 2016.” Source: eMarketer, 2026.
- “88% of U.S. adults noticed an OOH ad in the prior 30 days.” Source: OAAA/Morning Consult, 2023.
- “DOOH led all measured media on favorability at 73% among adults 18-64.” Source: FOARE/The Harris Poll, 2024.
Data Limitations
- OAAA figures are industry-reported revenue, the closest to audited U.S. spend, but not independently audited financial statements.
- Effectiveness numbers (Morning Consult, The Harris Poll) are self-reported survey data commissioned by the industry, which can inflate favorability and action metrics.
- The widely-cited Nielsen 47-48% OOH recall figure traces to the 2017 Nielsen/OAAA Poster Study and is dated; the stronger current claim is Solomon Partners’ 2023 finding that OOH leads other media on recall.
- Global OOH and DOOH market sizes differ by tens of percent across research firms because of inconsistent definitions; no single global number is authoritative.
- Programmatic DOOH figures vary by provider and scope; eMarketer’s series is U.S.-only and should not be combined with global vendor estimates.
- Forecasts (eMarketer, research firms) are projections, not actuals, and are revised over time.
Recommended Dataset Fields
For a downloadable CSV: year; quarter; geography; metric_name; metric_value; unit (USD billions or percent); segment (total, DOOH, transit, billboard, street furniture, programmatic); source_publisher; source_year; source_url; data_type (actual or forecast); notes_or_flags.
Press Summary
U.S. out-of-home advertising set a record in 2025, with the Out of Home Advertising Association of America reporting $9.46 billion in revenue, up 3.6% and a 19th straight quarter of growth. Digital out-of-home, the channel’s growth engine, reached 36.3% of revenue and grew 10.5% in 2025; eMarketer projects DOOH will approach half of U.S. OOH spend by 2028 at 45.2%. Programmatic DOOH, the automated buying of digital screens, is forecast at $1.23 billion in 2026 after roughly 23% growth in 2025. On effectiveness, 88% of U.S. adults noticed an OOH ad in the prior month, and DOOH led all measured media on favorability at 73% among adults 18-64. Figures separate OAAA audited-style spend from vendor forecasts; global market sizes vary widely by firm. For context and analysis, see CO Consulting at https://christopholivierconsulting.com/.
Suggested Headlines
- U.S. OOH Advertising Hits Record $9.46 Billion in 2025 as Digital Nears 37% of Spend
- Digital Out-of-Home Is on Track to Be Nearly Half of U.S. OOH by 2028
- Programmatic DOOH Crosses $1 Billion: The Numbers Behind the Hype
- 19 Straight Quarters of Growth: How OOH Bucked the Legacy-Media Slide
- 88% Noticed, 73% Favored: What the Data Says About OOH Effectiveness
FAQ
How big is U.S. out-of-home advertising?
U.S. OOH revenue reached a record $9.46 billion in 2025, up 3.6% year over year. Source: OAAA, 2025.
When did OOH first pass $9 billion?
In 2024, when U.S. OOH revenue hit $9.1 billion, up 4.5%. Source: OAAA, March 2025.
What share of OOH is digital?
DOOH was 36.3% of U.S. OOH revenue in 2025, up from 34% in 2024. Source: OAAA, 2024 and 2025.
How fast is DOOH growing?
U.S. DOOH revenue grew 10.5% in 2025 and 7.5% in 2024. Source: OAAA, 2024 and 2025.
How big will DOOH get as a share of OOH?
eMarketer forecasts DOOH at 45.2% of U.S. OOH ad spending by 2028, up from 22.0% in 2016. Source: eMarketer, 2026.
How large is programmatic DOOH?
U.S. programmatic DOOH ad spend is forecast at $1.23 billion in 2026, after about 23% growth in 2025. Source: eMarketer, 2025.
What is the fastest-growing OOH segment?
Transit, up 9.2% in 2025 and 10.6% in 2024. Source: OAAA, 2024 and 2025.
How many people notice OOH advertising?
88% of U.S. adults noticed at least one form of OOH advertising in the prior 30 days. Source: OAAA/Morning Consult, 2023.
Does OOH drive real-world action?
Among adults who noticed OOH ads, 78% took some action and 51% used a mobile device to search for the advertiser. Source: OAAA/Morning Consult, 2023.
How does DOOH compare to other media on favorability?
DOOH led at 73% favorability among adults 18-64, ahead of TV/video (50%), social (48%), and online (37%). Source: FOARE/The Harris Poll, 2024.
About this research
This asset was compiled by CO Consulting, a research-driven growth-consulting firm, with a neutral research-institute approach to sourcing. If your team needs a tailored read on OOH or DOOH data for a market or campaign, you can book a consultation.