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.

Out-of-home (OOH) ad revenues reached an all-time Q3 high, according to the Out of Home Advertising Association of America (OAAA). OOH ad revenues grew 4.5% YoY in Q3, reaching $2.13 billion—the 18th consecutive quarter of growth reported by OAAA. Sustaining investment in OOH will remain critical because the format offers reach unmatched by other channels by leveraging high-traffic locations and providing unavoidable exposure.

Out-of-home (OOH) advertising is regaining cultural and commercial relevance as digital environments grow more synthetic and less trusted. OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz told EMARKETER that OOH’s greatest advantage is its permanence—it’s “literally there.” As misinformation and algorithmic fatigue reshape consumer behavior, physical media has become a trust signal that can’t be faked or filtered. Modern OOH blends this credibility with interactivity, using 3D creative, AI-assisted design, and viral social moments to amplify campaigns beyond the street. For marketers, OOH isn’t just awareness—it’s proof of authenticity in an era of artificial everything.

Out-of-home (OOH) advertising is evolving into a dynamic, data-rich medium that blends physical and digital engagement. Speaking at Advertising Week New York, OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz described how AI, measurement, and social media are redefining OOH’s role in omnichannel marketing. Digital formats now make up over 36% of total OOH revenues, while programmatic buying and AI-driven creative optimization are transforming static screens into responsive canvases. Partnerships like TikTok’s “Out of Phone” show how viral content can extend into public spaces. The next phase of OOH will be defined not by size, but by intelligence and interactivity.

How can OOH ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

OOH surges past $9B in ad spend: Programmatic DOOH and social amplification make OOH a performance-driven tool for modern advertisers.

How can OOH ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

OOH keeps gaining ad spending dollars, but its share of media budgets remains below pre-pandemic levels.

It’s not the fastest-growing channel, but paid search is still a vital component of the digital advertising ecosystem, especially as privacy changes and a potential recession put ad budgets in jeopardy.

Following two tough years, US OOH ad spending will near its pre-pandemic levels in 2022, as advertisers embrace traditional outdoor placements, particularly billboards.

The outdoor advertising market begins to recoup its losses after a difficult 2020.

With COVID-19 putting pressure on media budgets, advertisers are figuring out how to realign their OOH strategies.

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during H1 2020.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.