US Out-of-Home Ad Spending 2022

How Marketers Should Adjust to the New Normal in Outdoor Advertising

Report by Ross Benes  | Aug 31, 2022
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Table of Contents
Executive Summary
Key Points
OOH Spending Expands as Outdoor Activity Picks Up
Media and Finance Advertisers Make OOH Inroads
Making the Most of OOH Marketing Tactics
Billboards Reign Supreme
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Following two tough years, US OOH ad spending will near its pre-pandemic levels in 2022, as advertisers embrace traditional outdoor placements, particularly billboards.
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Out-of-Home Ad Spending
US
Table of Contents
Executive Summary
Key Points
OOH Spending Expands as Outdoor Activity Picks Up
Media and Finance Advertisers Make OOH Inroads
Making the Most of OOH Marketing Tactics
Billboards Reign Supreme
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Following two tough years, US out-of-home (OOH) ad spending will near its pre-pandemic levels in 2022. The amount of OOH revenues that go toward billboards is dropping but still above historic levels. Programmatic OOH is a growing, but limited, opportunity.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much money will advertisers spend on OOH?
  2. To what degree is OOH advertising going digital?
  3. What share of OOH advertising transacts programmatically?

WHAT’S IN THIS REPORT? This report includes our latest ad spending forecast for total OOH, traditional OOH, digital OOH (DOOH), and our forecast for programmatic OOH.

US Out-of-Home (OOH) Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)
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KEY STAT: US advertisers will spend about $8 billion on OOH in 2022.

Here’s what’s in the full report

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11charts

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6expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. OOH Spending Expands as Outdoor Activity Picks Up
    4. Media and Finance Advertisers Make OOH Inroads
    1. Making the Most of OOH Marketing Tactics
    2. Billboards Reign Supreme
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Out-of-Home (OOH) Ad Spending, 2019-2026 (billions, % change, and % of total media ad spending)US Traditional Out-of-Home (OOH) Ad Spending, 2019-2026 (billions, % change, and % of total OOH ad spending)
    US Digital Out-of-Home (DOOH) Ad Spending , 2019-2026 (billions, % change, and % of total media ad spending)Top 10 US Industries, Ranked by Out-of-Home Ad Spending, H1 2021 & H1 2022 (millions, % change, and % of total)
    Top 20 US Out-of-Home Advertisers, Ranked by Out-of-Home Ad Spending, 2021 (millions)US Out-of-Home Ad Revenue, by Company Market Share, 2021 (millions and % of total)
    US Out-of-Home Ad Revenue, by Company, Q3 2020-Q1 2022 (% change)Actions Taken by US Internet Users After Seeing an Ad, by Format, March 2022 (% of respondents)
    Ways US Marketing Professionals Measure Their Out-of-Home (OOH) Effectiveness, Feb 2022 (% of respondents)US Out-of-Home Ad Spending, by Format, Q2 2022 (millions and % of total)
    US Programmatic Digital Out-of-Home (DOOH) Ad Spending, 2019-2022 (billions, % change, and % of total out-of-home (OOH) ad spending)

    Interviewed for This Report

    Barry Frey
    DPAA
    President and CEO
    Interviewed August 9, 2022
    Jonas Glad
    DoohClick
    CEO
    Interviewed June 29, 2022
    Chris Grosso
    Intersection
    CEO
    Interviewed June 28, 2022
    Steve Nicklin
    OAAA
    Senior Vice President, Marketing and Analytics
    Interviewed June 30, 2022
    Brian Rappaport
    Quan Media Group
    Founder and CEO
    Interviewed June 28, 2022
    Keri Weber
    TRG
    Group Director, OOH
    Interviewed August 8, 2022

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    authors

    Ross Benes

    Contributors

    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Lauren Ruhlen
    Researcher
    Paul Verna
    Principal Analyst