Out of home (OOH) advertising reached a record $9.1 billion in 2024, a 4.5% increase from the previous year, according to the OAAA. Digital OOH (DOOH) was a key driver, growing 7.5% and now making up 34% of total ad spend. Transit advertising led category growth with a 10.6% increase, while Billboards and Street Furniture also saw gains.

Several industries fueled this momentum, with Communications, Government & Political Organizations, Retail, and Automotive seeing double-digit growth. Political advertising reached record levels in this election year, underscoring OOH’s broad reach and impact.

Major brands significantly increased OOH investment, with Apple, McDonald’s, Amazon, and Coca-Cola among the top spenders. 60% of the top 100 advertisers boosted their OOH budgets, and 13 brands—including Stripe, Nike, Honda, and Meta—more than doubled their spending. Technology and direct-to-consumer brands played a major role, making up over a quarter of the top 100 spenders.

“As brands embrace OOH’s ability to drive engagement, the medium is proving its value across local and national campaigns,” said OAAA CEO Anna Bager. With innovation and digital expansion fueling growth, OOH remains a powerful force in advertising.

SignValue’s Role in the OOH Industry:

As a trusted advisor in billboard valuation and consulting, SignValue is committed to helping clients navigate the evolving OOH landscape. Our expertise includes:

• Brokerage Services: Assisting clients in buying, selling, and leasing OOH advertising assets to achieve optimal financial outcomes.
• Asset Valuation: Providing precise and actionable insights into the value of advertising properties.
• Consulting: Advising sign owners and landowners how to maximize the value of their assets and build better signs.
• Lease Portfolio Management: Helping landowners maximize the value of their billboard lease interests.

For more information on how we can assist with your OOH advertising needs, contact us at info@signvalue.com or (480) 657-8400.