Out-of-home (OOH) advertising revenue in the U.S. 2007-2023

In 2023, out-of-home (OOH) advertising revenue in the United States grew by about two percent to approximately 8.73 billion U.S. dollars. That was the first time the annual figure exceeded 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 the outdoor ad expenditure.

Digital and outdoors

The evolution of outdoor ads comes with the rising digital out-of-home (DOOH) media trend. According to another source, DOOH's share in total OOH ad spend in the U.S. will go from less than one-third in 2022 to more than 41 percent by 2026. In the meantime, the market expects the U.S. DOOH ad spend to expand accordingly. The annual figure was projected to surpass three billion dollars in 2024 and reach almost 3.6 billion dollars two years later.

Multiplying and innovating

The increase in digital outdoor ads is palpable. Between 2016 and 2022, the number of digital billboards spread across the U.S. skyrocketed by about 80 percent, amounting to 11.5 thousand in the latter year. The boom attracts brands while offering new possibilities in product and service promotion. During a late 2022 survey among agency and advertising executives, almost half of them listed DOOH among the media developing the most innovative opportunities for advertisers in the U.S.