The Billboard Buzz

How digital out-of-home networks are turning reach into real-world impact Digital out-of-home advertising is often discussed in terms of reach, frequency, attribution, and performance. This new initiative from Screenverse puts the focus somewhere else entirely, on impact that goes beyond impressions and into communities that need support right now. Screenverse, a programmatic digital out-of-home network operating across the United States, has launched a new campaign called Doing Good with DOOH . The Screenverse-led initiative is designed to support nonprofit organizations by using the scale and visibility of digital out-of-home to drive awareness and action in the real world. For its first season, Screenverse is partnering with Feeding America , the largest hunger-relief organization in the United States. The campaign aims to raise awareness about food insecurity and mobilize support for families and communities facing hunger across the country. This effort brings t...

Why this Q3 report matters for anyone using billboards Out-of-home advertising is not slowing down. New data from the Out of Home Advertising Association of America (OAAA) shows that U.S. OOH revenue grew again in the third quarter of 2025 and set a new all-time Q3 record. For brands that already invest in billboards, and for those still deciding how to shift budgets for 2026, this report is an important signal. OOH is not a legacy channel. It is a growth channel that continues to prove its value in a crowded media landscape. The latest OAAA figures show that out-of-home advertising revenue increased 4.5 percent in Q3 2025 compared to the same quarter a year earlier, reaching 2.13 billion dollars in spend. Year-to-date revenue climbed to 6.98 billion dollars, up 3.2 percent over the prior year. This marks the eighteenth straight quarter of growth for the industry, and the highest third-quarter revenue volume on record for U.S. OOH. OAAA’s release makes it clear that this mom...

Americans are back on the move—and that’s good news for anyone in the billboard business. Whether you're running roadside bulletins or transit-based ads, more eyes are now passing your messages every single day. After a few shaky years of uncertainty around travel habits and commuting patterns, the numbers from early 2025 are giving advertisers something they haven’t seen in a while: real, sustained momentum. Let’s break down what’s happening and why it matters for out-of-home advertising. Road Traffic Keeps Climbing According to the Federal Highway Administration’s April 2025 Traffic Volume Trends Report , total travel on all U.S. roads grew by 1.5% compared to April 2024. That means more cars on the road and more potential impressions for roadside billboard campaigns. This growth isn’t just a one-off, either. From January through April 2025, cumulative vehicle travel is up 0.8% compared to the same time last year. Here’s a regional breakdown o...

What Did the 2025 Harris Poll/OAAA Study Find? The April 2025 Harris Poll and Out of Home Advertising Association of America (OAAA) study revealed a powerful insight: 87% of U.S. adults aged 18-64 are interested in sit-down or fine dining restaurant OOH ads . Out of these consumers, messaging focused on restaurant locations (35%) and cost-saving opportunities (34%) generated the most interest. Other top performers included promoting new food or drink offerings (32%) and showcasing popular menu items (31%). [Source: Harris Insights & Analytics LLC, 2025] Why Is OOH So Effective for Restaurants? Out-of-home advertising naturally reaches consumers where dining decisions happen: on the go . Whether commuting, shopping, or traveling, people are exposed to visual cues that can trigger cravings and meal plans. Fine dining and sit-down restaurants, in particular, benefit from: High visibility: Large, attractive billboards grab attention instantly. Loc...

The Report Summary A recent study by the Out of Home Advertising Association of America (OAAA) has revealed that strategic, incremental budget reallocations to Out of Home (OOH) advertising can substantially enhance return on ad spend (ROAS) and other critical brand metrics. Conducted by Benchmarketing, an Omnicom Media Group consultancy specializing in marketing effectiveness, the report, titled Media Plan Optimization: Analysis of Incremental Increase to OOH Share , utilized advanced econometric modeling to understand the potential of budget shifts in various industries. Key Insight : OOH advertising, historically underused, proves to be a significant addition to the marketing mix—even modest budget reallocation to OOH from oversaturated channels like TV and digital advertising results in impressive gains. OOH Advertising’s Role in ROI and Brand Metrics Anna Bager, President and CEO of the OAAA , emphasized the study's core insight: OOH advertising is highly ...

While the concept of billboards is universal, their use, design, and effectiveness can vary significantly across different markets worldwide. In this blog post, we’ll explore the unique characteristics of billboard advertising in various regions, the cultural influences on design, and the trends shaping the future of this dynamic form of out-of-home (OOH) advertising. The Evolution of Billboard Advertising Billboards have existed since the early 19th century, evolving from simple roadside signs to sophisticated digital displays. The basic principle remains the same: to capture passersby's attention with compelling visuals and concise messaging. However, how different countries and cultures utilize billboards reveals much about local advertising practices and consumer behavior. North America: Innovation and Regulation In North America, particularly the United States, billboards are a staple of the advertising landscape. The U.S. boasts one of the most mature b...