Global OOH advertising market to hit $66.9 bn by 2032, report

The global out-of-home (OOH) advertising market, valued at $31.89 billion in 2024, is projected to reach $66.93 billion by 2032, expanding at a compound annual growth rate of 9.72 percent between 2025 and 2032. This is according to a recent report by SNS Insider.

Growth is being driven by programmatic buying, live data integration, and the adoption of sensor-based technologies that enable dynamic, location-specific messaging.

Digital displays are playing an increasingly central role as advertisers use real-time data feeds and cloud-powered scheduling tools to tailor campaigns in malls, transit hubs, and public spaces. Centralized content management systems and the integration of mobile location data are further improving campaign performance and flexibility.

By type, billboards led the market in 2024 with a 25.18 percent share, reflecting their enduring role in brand recall. However, the digital out-of-home (DOOH) category is forecast to grow fastest, with a CAGR of 10.33 percent, as demand rises for data-driven, dynamic formats.

Looking at purpose, brand awareness campaigns accounted for 54.19 percent of OOH advertising spend in 2024, as advertisers sought long-term visibility. The promotions and sales segment is expected to grow at 10.20 percent CAGR, driven by demand for more immediate consumer response.

The consumer goods and retail sector held the largest share of spending at 27.61 percent in 2024, reflecting brands’ consistent need for wide reach. Entertainment and media, however, is projected to be the fastest-growing end-user segment with a CAGR of 11.55 percent, fueled by the marketing of streaming services, film releases, and live events.

North America remained the largest OOH market in 2024, accounting for 36.17 percent of global revenue, supported by digitized billboards, high levels of urbanization, and a mature advertising sector. Asia Pacific is set for the fastest growth at a CAGR of 22.28 percent, driven by rapid urban expansion, rising consumer markets, and large-scale digital screen installations in China, India, and Japan.

In May 2025, Clear Channel Outdoor renewed a 35-year lease with Huntsville International Airport, adding advanced digital and static displays as part of its long-term strategy.

Also in May 2025, Lamar Advertising partnered with Dolly Parton’s Imagination Library on a nationwide pro bono digital billboard campaign to raise awareness of childhood literacy.

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