[eMarketer] Billboards top out-of-home ad spend but are losing share

Nearly $2 billion in US out-of-home (OOH) ad spend went to billboards in Q2, accounting for about three-fourths of OOH.

That said, billboards’ share decreased by 9 percentage points with that money going to transit as commuters return to buses and trains.

According to eMarketer, OOH spend still hasn‘t returned to the $8.65 billion of 2019, before the pandemic kept consumers in their homes. This year spend will be $7.93 billion, and it will take until 2026 to rise above what it was before the pandemic.