Leading outdoor advertising categories in the U.S. Q2 2020

In the second quarter of 2020, miscellaneous services and amusements spent roughly 385 million U.S. dollars on outdoor advertising in the United States. This category spent twice as much as retail, which ranked second in the measured period.

OOH formats

Out-of-home (OOH) advertising comes in various forms, for example, billboards. Within the billboard category, there were roughly 164 thousand bulletins, 147 thousand posters, and just under nine thousand digital billboards in the United States in 2019. In 2019, billboards generated 5.46 billion U.S. dollars in OOH ad revenue in the country making it the most profitable format by far. The transit format, which includes public transportation displays, generated about 1.59 billion U.S. dollars in the same period.

DOOH

Out-of-home digital media or DOOH includes formats, such as digital billboards and digital place-based networks. In 2019, DOOH ad spending in the United States was estimated to reach almost three and a half billion U.S. dollars. By the end of 2023, this amount is expected to grow to over five billion U.S. dollars.