Digital push boosts US OOH revenue to $9.46B

Out of home (OOH) advertising revenue in the U.S. reached $9.46 billion in 2025, marking 3.6 percent year-over-year growth and extending the industry’s expansion to 19 consecutive quarters, according to data from the Out of Home Advertising Association of America. Growth accelerated in the fourth quarter, rising 4.8 percent compared with the same period in 2024.

Digital out of home (DOOH) continued to be a key driver, accounting for 36.3 percent of total OOH revenue and growing 10.5 percent year over year. Traditional formats—including billboards, transit, street furniture, and place-based media—also posted gains, with transit leading growth for the second consecutive year at 9.2 percent annually.

OOH attracts broader advertiser mix

Anna Bager, President and CEO of OAAA: "We are seeing established global brands increase investment while entirely new companies enter the medium for the first time. From technology platforms to fast-growing service brands, marketers are recognizing OOH as a powerful way to build visibility and scale in the real world."

Among product categories, Fuel Suppliers, Plumbing, and HVAC Services rose 54 percent, Wireless Telecom Providers increased 47 percent, and Consumer Banking grew 34 percent. Legal Services, the largest category, expanded 21 percent year over year. Financial Services, Communications, and Insurance & Real Estate also achieved double-digit growth.

Top advertising categories and brands

The top ten OOH advertising categories in 2025 were: Legal Services; Hospitals, Clinics & Medical Centers; Consumer Banking; Domestic Hotels & Resorts; Colleges & Universities; Computer Software; Fuel Suppliers, Plumbing & HVAC Services; Quick Service Restaurants; Local Government; and Wireless Telecom Providers.

Leading advertisers included Apple, Morgan & Morgan, Vivint, Verizon, Repipe Specialists, Coca-Cola, McDonald’s, Disney, T-Mobile, and Amazon. Seventy percent of the top 100 advertisers increased spending compared with 2024, while 17 more than doubled their OOH investment, including Vivint, Capital One, JPMorgan, Progressive, and AT&T.

Tricia Barr, Senior Media Director at Morgan & Morgan: "OOH offers unmatched visibility and local relevance. It embeds the Morgan & Morgan brand into the fabric of the communities we serve and allows us to reach consumers during their daily routines. OOH acts as a demand creation engine that amplifies every other advertising channel."

Emerging brands and technology companies expand OOH presence

Several companies entered the top advertiser rankings for the first time, including OpenAI and Repipe Specialists. Technology and digitally native brands accounted for 28 percent of the top 100 advertisers, including Apple, Verizon, Amazon, Netflix, Google, Samsung, Uber, DoorDash, Meta, and OpenAI. This highlights OOH’s growing role in brand building beyond digital environments and as a tool to drive consumer activation.

OAAA’s estimates incorporate data from sources including Miller Kaplan, MediaRadar, and public member reporting, covering digital and static billboards, street furniture, transit, place-based, and cinema advertising.

www.oaaa.org

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