Based on the extreme volatility during the last three years, we wanted to zoom out and look back on the OOH market over a long period. OOH’s revenue in the United States has averaged 7.1% over the last 50 years. The steepest decline in revenue was in 2020 due to the pandemic, with a -29.1% drop. However, we have all watched the swift revenue growth in the two years that followed 2020.
The 1970s showed the strongest consistent revenue growth rates year-over-year coming in between 10% and 20% per year for several years. OOH experienced double-digit revenue growth rates for nearly a decade as a more nascent industry. As OOH has matured and adapted, growth has steadied. The takeaway is that OOH media is a steady and predictable industry that will continue to thrive despite any economic headwinds in the short term.