Key Stat: Global out-of-home (OOH) ad revenues will hit $56 billion in 2026, up 56% from 2019, yet OOH's share of total media spending will sit at 5.1%, still below its 5.8% pre-pandemic peak, according to a July report from the World Out of Home Organization.

Beyond the chart:

• Those dollars still work harder than the share number suggests. OOH lifts purchase intent by 9.8% and brand favorability by 7.8%, beating digital and CTV across every brand metric tested, according to Clear Channel Outdoor and Kantar.
• Meanwhile, the growth is coming from screens, not paper. Nearly two-thirds (65%) of US marketers and agency executives name digital billboards as the OOH format that best supports connected commerce goals, the top format in research from OAAA and Winterberry Group.

Use this chart: Show this to your CMO when the OOH line comes up for renewal. Use it to frame the growth story honestly: Billboard budgets are buying real reach, but digital media is growing faster, so defend OOH on measured brand lift rather than raw revenue momentum.

Related EMARKETER reports:

• Out-of-Home Ad Spending Benchmarks: Q2 2026 (EMARKETER subscription required)
• Out-of-Home Forecast and Trends 2026 (EMARKETER subscription required)