Global OOH ad expenditure 2000-2024

In 2021, out-of-home advertising spending reached over 34 billion U.S. dollars worldwide. 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 42.4 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 2020, JCDecaux was the leading outdoor advertising company worldwide, with annual revenue of over 2.6 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.