Out of home advertising revenue surpassed USD 9.1 billion in 2024, a 4.5% increase from the previous year, according to newly released data from the Out of Home Advertising Association of America (OAAA) [1], the leading trade group representing the entire OOH advertising industry.
Digital OOH (DOOH) accounted for 34% of total OOH ad spend and grew by 7.5% in 2024, reinforcing its role as a major growth driver. While DOOH continued to fuel industry momentum, OOH also saw gains across key segments, including Billboards, Transit, and Street Furniture. Transit led the category growth with a 10.6% increase.
In 2024, half of the top ten advertising product industries grew by double digits, including (in order of percentage growth): Communications, Government Politics & Organizations, Retail, Automotive Dealers & Services, and Local Services & Amusements. Notably, political advertising generated record OOH spending in a presidential election year.
“This marks the first time OOH revenue has exceeded $9 billion, signaling the continued strength and momentum of out of home advertising,” said Anna Bager, President and CEO, OAAA. “As brands double down on innovation and creativity, OOH remains a powerful driver of engagement across industries. The ongoing adoption by technology and direct-to-consumer brands underscores the channel’s expanding influence. This research reinforces what we already know—OOH is delivering results at every level, from hyperlocal activations to national and global campaigns.”
Top-Spending Categories and Advertisers in 2024
OOH’s top ten advertising categories in 2024 (ranked by spend) were:
- Legal Services
- Hospitals, Clinics & Medical Centers
- Domestic Hotels & Resorts
- Quick-Service Restaurants
- Consumer Banking
- Colleges & Universities
- Local Government
- Chain Food Stores & Supermarkets
- Television & Cable TV
- Live Theater, Opera, Music, and Dance
Legal Services led with a double-digit increase of 16%, while Chain Food Stores & Supermarkets saw a 15% spending boost.
Ranked in order of OOH spending, the top 10 advertisers in 2024 were Apple, McDonald’s, Amazon, Coca-Cola, Verizon, Disney, Morgan & Morgan Attorneys, Hotels.com, Google, and Samsung.
Other Notable Findings
- 60% of the top 100 OOH advertisers increased their OOH spend compared to 2023.
- 13 advertisers more than doubled their OOH investment, including (ranked by percentage increase): Stripe, Old Navy, Honda, Nike, Hotels.com, Carnival, Turo, 7-Eleven, QuikTrip, Molson Coors, VRBO, Total Wine & More, and Meta.
- More than 25% of the top 100 OOH spenders were technology or direct-to-consumer brands, including major advertisers such as Apple, Amazon, Verizon, Hotels.com, Google, Samsung, Netflix, T-Mobile, Expedia, Paramount, Uber, Vrbo, Comcast, Meta, Max, Hulu, Live Nation, DoorDash, FanDuel, Sixt, Progressive, Peacock, Stripe, Turo, Spectrum and Cox (listed in order of spend).
OAAA publishes full industry revenue estimates incorporating data from sources such as Miller Kaplan and Vivvix-MediaRadar (which are not adjusted for changes in data sources), alongside member company affidavits. These estimates include spending across digital and static billboards, street furniture, transit, place-based, and cinema advertising.