Competitive Info: 2024 OOH Ad Revenue Tops $9 Billion.

It’s a first for the Out of Home (OOH) advertising market.

OOH revenue totaled $9.1 billion in 2024. That’s a 4.5% increase vs. 2023 — and the first time OOH ad revenue has exceeded $9 billion, according to newly released data from the Out of Home Advertising Association of America (OAAA), a trade group that represents the OOH advertising industry.

Digital OOH (DOOH) again demonstrated its standing as a key driver, growing 7.5% in 2024 and accounting for 34% of total OOH spend. Despite digital taking a larger share of the overall annual pie, OOH still saw gains across key segments, including Billboards, Transit and Street Furniture. Transit led the category growth with a 10.6% increase.

According to the OAAA, half of the top ten advertising product industries saw double-digit growth in 2024, including Communications, Government Politics & Organizations, Retail, Automotive Dealers & Services, and Local Services & Amusements.

In addition, 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,” Anna Bager, the OAAA’s President and CEO, says in a news release. “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.”

2024’s Top-Spending Categories, Advertisers

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; and Live Theater, Opera, Music and Dance.

Legal Services led the way with a double-digit increase of 16%.

Last year’s top ten advertisers in terms of OOH spending were Apple, McDonald’s, Amazon, Coca-Cola, Verizon, Disney, Morgan & Morgan Attorneys, Hotels.com, Google, and Samsung.

Meanwhile, the OAAA says 60% of the top 100 OOH marketers grew OOH spending vs. 2023, with 13 advertisers more than doubling their investments. Those brands include Stripe, Old Navy, Honda, Nike, Hotels.com, Carnival, Turo, 7-Eleven, QuikTrip, Molson Coors, VRBO, Total Wine & More, and Meta.

More than a quarter of the top 100 OOH spenders were from the tech of direct-to-consumer space, including (in order of spend) 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.

The OAAA represents more than 850 members, including top media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel.