Number of digital billboards in the U.S. 2016-2020

In 2020, there were roughly 9.600 digital billboards in the United States. The number of digital displays has been steadily growing since 2016.

Digital out-of-home media

American advertisers spent almost 3.5 billion U.S. dollars on digital out-of-home (DOOH) advertising, which includes digital billboards, in 2019. In 2023, they are projected to spend about 5.2 billion. In terms of ad exposure, U.S. consumer exposure to DOOH advertising stood at just under one hour per week and is estimated to grow to about 1.23 hours by 2023.

Out-of-home ad revenue

The digital out-of-home category is part of the larger out-of-home advertising medium. In the United States, outdoor ad revenue amounted to a total of 8.56 billion U.S. dollars in 2019. Since 2009, OOH ad revenue increased by just over 25 percent. It was also the medium with the third-highest return on ad spending (ROAS) in the country in 2018, gaining roughly six U.S. dollars per invested dollar. The digital search medium generated the highest ROAS that year.