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EMARKETER

Out-of-Home Forecast and Trends 2026

In-Store Placements and Programmatic Buying Fuel Growth

Report by Ross Benes  |  Jan 15, 2026
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Table of Contents
Executive Summary
OOH ad budgets will see steady growth over the coming years
In-store retail will boost DOOH ad spending
More automation is coming to OOH
Billboards will remain the dominant OOH format
Recommendations for brands
EMARKETER Interviews
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About This Report
Out-of-home (OOH) ad spending keeps climbing, powered by digital screens, in-store placements, and programmatic buying. Growth is steady, but budgets still lean on traditional formats as automation reshapes how brands plan and buy.
Topics
Digital Advertising
Media Buying
Retail Media
United States
Table of Contents
Executive Summary
OOH ad budgets will see steady growth over the coming years
In-store retail will boost DOOH ad spending
More automation is coming to OOH
Billboards will remain the dominant OOH format
Recommendations for brands
EMARKETER Interviews
Sources
Media Gallery

This report explains our US out-of-home (OOH) ad spending forecast through 2029, highlighting the shift toward digital screens, in-store retail media, and programmatic buying. The tension: faster automation and precision is coming up against a medium still anchored in traditional formats.

Key Question: How is US OOH ad spending changing?

Key Stat: Digital out-of-home (DOOH) will account for 45.2% of total OOH ad spending in 2028, up from 22.0% in 2016.

Digital's Share of Out-of-Home Ad Spending Will More Than Double Between 2016 and 2028
E-Mail ChartDownload

Clients can find the full version of this chart later in the report.

authors

Ross Benes

Contributors

Rahul Chadha
Director, Report Editing
Zach Goldner
Senior Forecasting Analyst
Sakina Thanawala
Copy Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
Yoram Wurmser
Principal Analyst
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