Competitive Info: OOH Advertising Sets Records In 2025.

Out-of-home (OOH) advertising has maintained its strong upward trajectory through the first half of 2025, fueled by a combination of technological innovation, shifting consumer behaviors, and strategic corporate moves.

According to the Out of Home Advertising Association of America (OAAA), U.S. OOH revenue reached a record $1.98 billion in Q1 2025, up 2% from a year earlier, marking the industry’s 16th consecutive quarter of growth. Digital OOH (DOOH) formats played a central role, accounting for over 34% of total revenues and recording 9% year-over-year growth. This momentum underscores the ongoing transition from traditional static displays to dynamic, data-driven screens capable of delivering targeted, high-impact messaging.

Globally, the OOH market is projected to hit $50.5 billion this year, with DOOH expanding at a compound annual growth rate of more than 15%. Industry insiders point to augmented reality (AR) and programmatic advertising as major drivers behind this surge. Campaigns incorporating AR have reportedly boosted engagement by up to 300%, as brands look to provide immersive, interactive experiences that resonate with consumers on the move.

Programmatic OOH is another area experiencing rapid acceleration, with spending expected to surpass $1 billion in 2025. This growth is attributed to the technology’s ability to deliver more precise targeting and measurable outcomes, echoing the broader trends seen in digital advertising.

Transit advertising has emerged as a particularly strong performer within the OOH sector, driven by increasing urban mobility and demand for hyper-local messaging. Transit-centric DOOH grew approximately 10.6% last year, and continues to gain traction as brands leverage opportunities to engage commuters in major cities.

Corporate activity has also shaped the OOH landscape in the first half of 2025. In a major move, T-Mobile announced its $600 million acquisition of Vistar Media, a leader in programmatic OOH technology. The acquisition signals T-Mobile’s commitment to expanding its advertising business and integrating advanced data capabilities into OOH campaigns.

Meanwhile, JC Decaux, a global OOH leader, is sharpening its focus on creative effectiveness and emotional engagement. Through partnerships with analytics firms like System1 and the rollout of measurement tools such as MOVE 2.0, JC Decaux aims to refine campaign impact and drive double-digit growth. The company is also emphasizing sustainability, introducing more energy-efficient displays and carbon measurement standards to meet growing environmental expectations.

Industry events have highlighted these shifts. At the 2025 OOH Media Conference in Boston, leaders emphasized “The Power of Presence,” showcasing how new technologies like AI-powered targeting and augmented reality are redefining audience connections. Executives underscored the importance of blending creativity with data to create memorable, high-performing campaigns.

Looking ahead, the OOH industry appears well-positioned to continue its robust growth, buoyed by ongoing digital transformation and strategic investments. As consumers spend more time outside and marketers seek to reach audiences in non-digital spaces, OOH’s unique ability to combine scale, creativity, and data-driven precision will keep it at the forefront of advertising innovation.