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Out-of-Home Advertising Surpasses $9 Billion in 2024: What It Means for the Industry

Out-of-home (OOH) advertising is having a moment.

Out-of-home (OOH) advertising is having a moment. While digital and social media advertising continue to dominate marketing discussions, something big is happening in the physical world of billboards, transit ads, and digital signage. In 2024, OOH advertising revenue hit an all-time high, surpassing $9.1 billion—a 4.5% increase from last year.

That’s a pretty significant number. But what does it mean? Who are the big players? And why is OOH continuing to grow in an era where people spend more time online than ever? Let’s break it down.

What is OOH Advertising?

Out-of-home advertising includes billboards, transit ads, airport displays, street furniture ads, and digital screens in high-traffic areas. Unlike online advertisements that rely on users scrolling, OOH advertising captures real-world attention—whether it’s a digital billboard on a highway or an ad in a subway station.

With more advanced digital technology and increased audience tracking, OOH is becoming more innovative, targeted, and effective than ever.

Who Are the Biggest Advertisers in OOH?

A few major players are driving OOH’s growth, and the top 10 advertisers of 2024 include some of the most recognized brands in the world:

  1. Apple
  2. McDonald’s
  3. Amazon
  4. Coca-Cola
  5. Verizon
  6. Disney
  7. Morgan & Morgan Attorneys
  8. Hotels.com
  9. Google
  10. Samsung

These brands invest heavily in physical visibility to keep their names in front of consumers. The mix of tech giants, fast food leaders, and entertainment companies suggests that OOH works for various industries.

What’s Fueling the Growth of OOH?

1. The Rise of Digital Out-of-Home (DOOH) Advertising

Traditional billboards are still a major part of OOH, but digital billboards and screens are growing fast. In 2024, digital OOH accounted for 34% of total OOH ad spending, marking a 7.5% increase from the previous year.

DOOH allows brands to rotate multiple ads, update messaging in real-time, and use data-driven targeting to reach the right audience at the right time. This flexibility makes it a strong alternative to online digital advertising.

2. Increased Mobility Post-Pandemic

People are back outside. After years of uncertainty, commutes are up, travel is booming, and foot traffic in public spaces has returned to pre-pandemic levels. More people out and about means more eyeballs on billboards, transit ads, and digital signage.

3. A Strong ROI for Brands

OOH advertising remains one of the most cost-effective ways to reach large audiences. Unlike digital ads that can be skipped or blocked, billboards and other OOH formats demand attention. Brands see high returns on investment when they mix OOH with their online efforts, leading to increased spending in this space.

4. More Brands Using OOH for Brand Awareness

A growing number of businesses are shifting budgets away from digital ads due to rising costs and lower engagement. OOH is a reliable way to build trust and credibility, especially for major brands that want to stay top-of-mind.

Which Industries Are Spending the Most on OOH?

The biggest spenders in OOH aren’t just tech companies and fast food chains. In 2024, the top 10 categories investing in OOH included:

  1. Legal Services (up 16%)
  2. Hospitals, Clinics & Medical Centers
  3. Domestic Hotels & Resorts
  4. Quick-Service Restaurants
  5. Consumer Banking
  6. Colleges & Universities
  7. Local Government
  8. Chain Food Stores & Supermarkets (up 15%)
  9. Television & Cable TV
  10. Live Entertainment (Theater, Music, Dance, etc.)

Legal services saw the largest growth in OOH spending, while supermarkets and food chains also significantly increased their budgets. The continued investment in local services, hospitality, and entertainment suggests that OOH is a key driver for foot traffic and consumer engagement.

Why Are Digital Giants Like Apple, Google, and Amazon Spending on OOH?

If everything is moving digital, why are companies like Apple, Google, and Amazon still investing heavily in OOH advertising?

  1. Billboards Create Unskippable Brand Awareness
    • Unlike digital ads, OOH can’t be blocked or ignored. It builds long-term brand recognition in high-traffic areas.
  2. They Work Well with Online Campaigns
    • Brands use QR codes, hashtags, and website URLs on billboards to drive traffic directly to digital campaigns.
  3. They Help Cut Through the Digital Clutter
    • With so much competition for attention online, billboards offer a distraction-free way to reach consumers.
  4. They Build Trust and Credibility
    • Large-scale OOH campaigns signal legitimacy and authority, helping brands maintain their leadership status.

How Can Businesses Use OOH Effectively?

If you’re considering OOH advertising for your brand, here are some best practices:

  • Choose High-Traffic Locations – Placement is everything. Billboards on highways, in busy urban centers, or near competitors can maximize exposure.
  • Keep Messaging Simple – Bold, clear visuals and short text work best for quick impressions.
  • Combine OOH with Digital – Pairing OOH with social media, paid search, or email marketing can amplify results.
  • Use Call-to-Actions (CTAs) – QR codes, website links, or simple prompts like "Visit Today" help convert views into engagement.
  • Leverage DOOH for Flexibility – If possible, opt for digital billboards to rotate messages, test ads, and update content in real time.

The Future of OOH Advertising

The OOH industry is evolving fast, and the future looks bright. As DOOH continues to expand and more brands realize the value of OOH in their marketing mix, this growth is expected to continue.

In the next few years, expect to see:

  • More integration of AI and programmatic buying in OOH advertising
  • Increased use of interactive and AR-enhanced billboards
  • More data-driven targeting in digital OOH campaigns
  • A rise in localized and personalized billboard content

Final Thoughts

Out-of-home advertising is bigger and better than ever. With a record-breaking $9.1 billion in revenue, major brands doubling down on investment, and DOOH making ads smarter, OOH is proving to be one of the most effective ways to capture attention in today’s marketing landscape.

Whether you’re a small business looking for local exposure or a big brand trying to build awareness, OOH advertising remains a powerful and high-impact tool in 2024.

Sources:

https://www.whistlerbillboards.com/friday-feature/out-of-home-advertising-surpasses-9-billion-in-2024/?feed_id=275&_unique_id=67d42763524fc

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