Out-of-Home Forecast and Trends 2024

Data, Digital Screens, and Programmatic Propel Growth

Out-of-home (OOH) advertising continues to grow at a moderate clip, buoyed by the rapid spread of digital screens, programmatic buying, and better integration with digital media. Retailers are also trying to get a piece of the action with in-store, place-based ads.

Key Question: How quickly is OOH ad spending growing in the US, and what’s driving the growth?

Key Stat: In 2027, OOH ad spending in the US will top $10 billion for the first time, following years of moderate—but steady—growth.

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    Table of Contents

    1. Executive Summary
    2. Out-of-Home advertising fills an important niche
    3. Digital will help OOH avoid the declines of other traditional media
    1. What does this mean for advertisers?
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Interviewed for This Report

    Alison Broback
    Chief Client Officer and Partner
    Interviewed May 24, 2024
    Ari Buchalter
    Place Exchange
    Interviewed May 30, 2024
    Liseanne Gillham
    Vice President, Marketing
    Interviewed May 28, 2024
    Adam Green
    Senior Vice President, Strategy
    Interviewed May 28, 2024
    Dan Levi
    Clear Channel Outdoor
    Executive Vice President and CMO
    Interviewed May 31, 2024
    Darrick Li
    Vice President and Client Partner, North America
    Interviewed June 3, 2024
    Steve Nicklin
    Out of Home Advertising Association of America (OAAA)
    Senior Vice President, Marketing and Analytics
    Interviewed May 30, 2024

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    Yoram Wurmser


    Ross Benes
    Zach Goldner
    Forecasting Analyst
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Tracy Tang
    Senior Researcher