U.S. OOH ad revenue tops $3B for first time

Spending increased across several advertiser groups, with digital OOH, technology and AI companies, financial services and major live events contributing to the quarter’s performance

U.S. out-of-home (OOH) advertising revenue rose 10.7 percent year over year to $3.16 billion in the second quarter of 2026, marking the first quarter in which the market exceeded $3 billion, according to data from the Out of Home Advertising Association of America (OAAA). The growth lifted year-to-date OOH revenue 9.2 percent.

Spending increased across several advertiser groups, with digital OOH, technology and AI companies, financial services and major live events contributing to the quarter’s performance. Nearly three-quarters of the top 100 OOH advertisers, or 73 percent, increased spending compared with Q2 2025.

Digital OOH drives U.S. advertising growth

Digital out-of-home (DOOH) revenue increased 18.5 percent year over year and accounted for 38.4 percent of total OOH revenue in the quarter. Transit was the fastest-growing major OOH format, rising 23.9 percent, followed by place-based advertising at 19.3 percent.

Anna Bager, President and CEO of OAAA: "Brands are increasingly recognizing the power of OOH to show up where culture, commerce and real life intersect. Whether it’s major brands reaching consumers at scale, AI, technology and pharmaceutical companies building awareness, or marketers tapping into the energy surrounding the World Cup and other live experiences, OOH gives advertisers a way to be part of the moments people are actually experiencing. This quarter’s growth reflects the confidence advertisers have in the medium to deliver both visibility and impact."

Technology and AI advertisers expand OOH spending

Technology was among the strongest-performing sectors during the quarter. Spending from the Computers, Software & Internet industry increased 149.8 percent year over year.

Technology and direct-to-consumer companies accounted for 30 percent of the top 100 OOH advertisers. Among the top 25 advertisers were Apple, T-Mobile, Verizon, Progressive, Genspark, Uber, OpenAI, Geico, Amazon, DoorDash and HBO.

Other industries posting double-digit growth included financial services, up 22.7 percent; Media & Advertising, up 12.6 percent; and Local Services & Amusements, up 10.5 percent.

Major advertisers increase OOH investment

Morgan & Morgan was the largest OOH advertiser in Q2 2026, followed by Coca-Cola, Apple, T-Mobile, McDonald’s, Verizon, Johnson & Johnson, Progressive, Universal Pictures and Dunkin’.

Pharmaceutical advertising also recorded strong growth. Johnson & Johnson ranked seventh among the largest OOH advertisers and more than doubled its investment year over year. Hospitals, Clinics & Medical Centers was the second-largest OOH product category by spending.

Companies that more than doubled their OOH investment included Genspark, NordVPN, Citi, New Mexico Tourism, Johnson & Johnson, Visa, Bank of America, OpenAI, Brex, DraftKings, Odoo, Canva, Nestlé, Meta, Coach, Pepsi, Boston Beer, Uber, BetMGM and Home Depot.

Live events support OOH advertising momentum

Major live events contributed to OOH spending during the quarter. FIFA invested more than $3 million in OOH advertising to promote the World Cup, while Live Nation increased its OOH investment 10 percent year over year to more than $2.3 million.

The top OOH product categories by spending included Legal Services; Hospitals, Clinics & Medical Centers; Computer Software, excluding games and education; Consumer Banking; Domestic Hotels & Resorts; Colleges & Universities; Quick Serve Restaurants; Local Government; Architects, Contractors & Engineers; and Chain Food Stores & Supermarkets.

Six of the 10 categories increased spending year over year. Computer Software recorded the strongest growth, followed by Legal Services; Architects, Contractors & Engineers; Colleges & Universities; Chain Food Stores & Supermarkets; and Quick Serve Restaurants.

OAAA's quarterly estimates cover digital and static billboards, street furniture, transit, place-based and cinema advertising. The figures incorporate industry data sources including Miller Kaplan and MediaRadar, as well as member company affidavits. Product category and brand cinema data are excluded from the Q2 report because of limited availability from MediaRadar.

www.oaaa.org

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