GITNUXREPORT 2026

Ooh Advertising Industry Statistics

The OOH advertising industry is booming globally, driven by significant digital integration.

Min-ji Park

Research Analyst focused on sustainability and consumer trends.

First published: Feb 13, 2026

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Statistic 1

US OOH reaches 90% of population weekly.

Statistic 2

Globally, OOH delivers 88% national reach annually.

Statistic 3

79% of urban drivers notice highway billboards daily.

Statistic 4

Transit OOH reaches 70% of commuters weekly in major cities.

Statistic 5

62% of smartphone users scan OOH QR codes monthly.

Statistic 6

OOH audience demographics skew 25-54 urban professionals at 68%.

Statistic 7

95% of OOH impressions are human-verified.

Statistic 8

Airport OOH reaches 85% business travelers monthly.

Statistic 9

76% of millennials exposed to DOOH weekly.

Statistic 10

Global OOH weekly reach exceeds 4 billion individuals.

Statistic 11

Street furniture reaches 82% pedestrian traffic in CBDs.

Statistic 12

51% of OOH audience is high-income ($100k+).

Statistic 13

Mall OOH covers 65% shopping center visitors daily.

Statistic 14

89% unduplicated reach when combined with radio.

Statistic 15

OOH in stadiums reaches 92% attendees per event.

Statistic 16

67% ethnic diversity in US OOH audience.

Statistic 17

Retail OOH reaches 78% grocery shoppers weekly.

Statistic 18

84% of Gen Alpha parents influenced via OOH.

Statistic 19

Highway OOH covers 75% long-distance travelers.

Statistic 20

93% captive audience in elevators for DOOH.

Statistic 21

OOH urban penetration at 98% in top 50 metros.

Statistic 22

72% of DOOH inventory in the US is now addressable as of 2024.

Statistic 23

Programmatic DOOH transactions grew 45% YoY in 2023 globally.

Statistic 24

65% of global DOOH screens are connected to CMS platforms in 2024.

Statistic 25

DOOH click-through rates average 0.012%, 3x higher than desktop display.

Statistic 26

82% of DOOH campaigns in Europe use dynamic creative optimization (DCO).

Statistic 27

US DOOH screens numbered 850,000 in 2023, up 15% from 2022.

Statistic 28

55% of DOOH ad spend is now omnichannel integrated.

Statistic 29

AI-driven DOOH personalization adopted by 68% of advertisers in 2024.

Statistic 30

Global DOOH energy-efficient LED screens grew 22% in deployment 2023.

Statistic 31

40% of DOOH in Asia is retail-based in high-traffic malls.

Statistic 32

Programmatic DOOH open auction volume up 60% in UK 2023.

Statistic 33

75% of DOOH operators use data partnerships for targeting.

Statistic 34

DOOH video completion rates average 92% vs 78% for online video.

Statistic 35

29% of global DOOH spend is on retail DOOH in 2024.

Statistic 36

Weather-triggered DOOH campaigns increased 35% in usage 2023.

Statistic 37

61% of DOOH screens support 4K/8K resolution in 2024.

Statistic 38

SSPs control 70% of DOOH programmatic supply path.

Statistic 39

DOOH in transit hubs grew 28% screen count in Europe 2023.

Statistic 40

84% of brands plan to increase DOOH budgets in 2024.

Statistic 41

QR code scans from DOOH ads up 50% with AR integration.

Statistic 42

Global DOOH programmatic spend hit $4.2 billion in 2023.

Statistic 43

52% of DOOH uses first-party data for segmentation.

Statistic 44

DOOH dwell time averages 9.2 seconds per impression.

Statistic 45

OOH delivers 88% ad recall vs 68% for TV, per 2023 Nielsen study.

Statistic 46

OOH boosts online search lift by 45% within 24 hours of exposure.

Statistic 47

40% incremental reach when OOH added to digital campaigns.

Statistic 48

OOH ROI averages $4.00 per $1 spent, higher than social media's $2.80.

Statistic 49

73% of consumers notice OOH ads daily, leading to 23% purchase intent.

Statistic 50

DOOH increases brand favorability by 28% over static OOH.

Statistic 51

OOH drives 18% sales uplift in CPG categories per IRI data.

Statistic 52

Airport OOH generates 2.5x higher engagement than highways.

Statistic 53

94% viewability for OOH vs 70% for digital display.

Statistic 54

OOH attribution to store visits averages 15.2% lift.

Statistic 55

Transit OOH yields 31% higher brand awareness than online video.

Statistic 56

67% of OOH-exposed consumers share ads on social media.

Statistic 57

Billboard OOH CPM 30% lower than TV at $6.50 vs $9.20.

Statistic 58

OOH cross-media multiplier effect boosts TV ROI by 22%.

Statistic 59

56% of luxury brands report highest ROI from premium OOH.

Statistic 60

Mall OOH drives 27% footfall increase per campaign.

Statistic 61

OOH fraud rate under 1% vs 20% for digital.

Statistic 62

82% unaided recall for motion OOH formats.

Statistic 63

OOH contributes 12% to total campaign brand lift.

Statistic 64

QSR brands see 35% order value increase post-OOH.

Statistic 65

OOH in urban areas yields 2.1x engagement over rural.

Statistic 66

71% of Gen Z influenced by OOH for purchase decisions.

Statistic 67

DOOH retargeting lifts conversion 19%.

Statistic 68

OOH awareness persists 7 days post-exposure.

Statistic 69

Automotive OOH generates 24% test drive inquiries lift.

Statistic 70

Street OOH CPC 40% below online search.

Statistic 71

The global OOH advertising market is projected to grow at a CAGR of 7.8% from 2024 to 2030, reaching $55.2 billion by 2030.

Statistic 72

US OOH spend expected to reach $11.2 billion by 2027, growing at 7.2% CAGR.

Statistic 73

Digital OOH global market to expand from $18.4 billion in 2024 to $42.1 billion by 2032 at 10.9% CAGR.

Statistic 74

Europe OOH projected CAGR of 6.1% through 2028, hitting €10.5 billion.

Statistic 75

Asia-Pacific OOH to grow at 9.3% CAGR to $22.4 billion by 2030.

Statistic 76

UK DOOH expected to reach £1 billion by 2025, 12% annual growth.

Statistic 77

China OOH market forecasted to hit $12.5 billion by 2028 at 8.7% CAGR.

Statistic 78

Global DOOH share in OOH to rise from 38% in 2024 to 55% by 2030.

Statistic 79

Brazil OOH projected to grow 11% annually to BRL 6 billion by 2027.

Statistic 80

Australian OOH forecast at 6.8% CAGR to AUD 1.6 billion by 2028.

Statistic 81

India OOH to reach INR 100 billion by 2027 at 15% CAGR.

Statistic 82

Global OOH growth rate for 2024 estimated at 8.5%.

Statistic 83

US OOH CAGR 2024-2028 at 6.9%.

Statistic 84

Programmatic DOOH to grow 25% YoY globally through 2026.

Statistic 85

Transit OOH global CAGR 8.2% to $13.4 billion by 2030.

Statistic 86

Street furniture OOH to expand at 7.1% CAGR worldwide.

Statistic 87

Retail media OOH integration to boost market by 12% annually.

Statistic 88

MEA OOH region projected 9.5% CAGR to $3.2 billion by 2028.

Statistic 89

Latin America OOH growth at 10.1% to $4.1 billion by 2030.

Statistic 90

North America DOOH CAGR 11.4% through 2029.

Statistic 91

Global OOH ad spend to surpass $40 billion by 2027.

Statistic 92

Japan OOH expected 5.2% CAGR to ¥600 billion by 2028.

Statistic 93

France OOH to grow to €1.6 billion by 2027 at 6.3%.

Statistic 94

Germany DOOH share to hit 50% by 2026.

Statistic 95

The global out-of-home (OOH) advertising market reached $31.5 billion in revenue in 2023, marking a 10.2% year-over-year increase driven by post-pandemic recovery and digital integration.

Statistic 96

In the United States, OOH advertising spend totaled $8.5 billion in 2023, representing 4.5% of total US ad spend.

Statistic 97

Europe’s OOH market generated €7.2 billion in 2023, with the UK leading at £1.4 billion.

Statistic 98

Asia-Pacific OOH revenue hit $12.1 billion in 2023, fueled by urbanization in China and India.

Statistic 99

Traditional OOH billboards accounted for 55% of global OOH revenue in 2023, equating to $17.3 billion.

Statistic 100

US OOH revenue grew from $7.1 billion in 2022 to $8.5 billion in 2023, a 19.7% surge.

Statistic 101

Digital OOH (DOOH) represented 42% of total OOH spend in the UK in 2023, worth £589 million.

Statistic 102

China's OOH market size was $6.8 billion in 2023, with transit advertising comprising 38%.

Statistic 103

Global OOH market share in total advertising was 5.8% in 2023, up from 4.9% in 2022.

Statistic 104

Brazil's OOH revenue reached BRL 3.2 billion ($600 million) in 2023.

Statistic 105

Australia OOH spend hit AUD 1.1 billion in 2023, with DOOH at 35%.

Statistic 106

France OOH market was €1.1 billion in 2023, street furniture leading at 40%.

Statistic 107

Japan’s OOH revenue stood at ¥450 billion ($3 billion) in 2023.

Statistic 108

Canada OOH spend was CAD 850 million in 2023, up 12%.

Statistic 109

Germany OOH market generated €1.5 billion in 2023.

Statistic 110

India OOH revenue crossed INR 50 billion ($600 million) in 2023.

Statistic 111

South Africa OOH market was ZAR 2.5 billion in 2023.

Statistic 112

Spain OOH revenue hit €450 million in 2023.

Statistic 113

Italy OOH spend totaled €650 million in 2023.

Statistic 114

Netherlands OOH market was €250 million in 2023.

Statistic 115

Sweden OOH revenue reached SEK 1.2 billion in 2023.

Statistic 116

Singapore OOH spend was SGD 150 million in 2023.

Statistic 117

UAE OOH market generated AED 1.8 billion in 2023.

Statistic 118

Global OOH impressions reached 5.3 trillion in 2023.

Statistic 119

US OOH effective impressions were 1.2 trillion in 2023.

Statistic 120

UK OOH market value grew 18% to £1.4 billion in 2023.

Statistic 121

Transit OOH globally accounted for $7.8 billion in 2023.

Statistic 122

Street furniture OOH revenue worldwide was $4.2 billion in 2023.

Statistic 123

Global OOH CAGR from 2018-2023 averaged 6.5%.

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Sources

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Forget the small screen—last year, global out-of-home advertising proved its massive, unmissable power by raking in over $31 billion, driven by a powerful blend of classic billboards and dynamic digital screens.

Key Takeaways

The global out-of-home (OOH) advertising market reached $31.5 billion in revenue in 2023, marking a 10.2% year-over-year increase driven by post-pandemic recovery and digital integration.
In the United States, OOH advertising spend totaled $8.5 billion in 2023, representing 4.5% of total US ad spend.
Europe’s OOH market generated €7.2 billion in 2023, with the UK leading at £1.4 billion.
The global OOH advertising market is projected to grow at a CAGR of 7.8% from 2024 to 2030, reaching $55.2 billion by 2030.
US OOH spend expected to reach $11.2 billion by 2027, growing at 7.2% CAGR.
Digital OOH global market to expand from $18.4 billion in 2024 to $42.1 billion by 2032 at 10.9% CAGR.
72% of DOOH inventory in the US is now addressable as of 2024.
Programmatic DOOH transactions grew 45% YoY in 2023 globally.
65% of global DOOH screens are connected to CMS platforms in 2024.
OOH delivers 88% ad recall vs 68% for TV, per 2023 Nielsen study.
OOH boosts online search lift by 45% within 24 hours of exposure.
40% incremental reach when OOH added to digital campaigns.
US OOH reaches 90% of population weekly.
Globally, OOH delivers 88% national reach annually.
79% of urban drivers notice highway billboards daily.

The OOH advertising industry is booming globally, driven by significant digital integration.

Consumer Reach

US OOH reaches 90% of population weekly.
Globally, OOH delivers 88% national reach annually.
79% of urban drivers notice highway billboards daily.
Transit OOH reaches 70% of commuters weekly in major cities.
62% of smartphone users scan OOH QR codes monthly.
OOH audience demographics skew 25-54 urban professionals at 68%.
95% of OOH impressions are human-verified.
Airport OOH reaches 85% business travelers monthly.
76% of millennials exposed to DOOH weekly.
Global OOH weekly reach exceeds 4 billion individuals.
Street furniture reaches 82% pedestrian traffic in CBDs.
51% of OOH audience is high-income ($100k+).
Mall OOH covers 65% shopping center visitors daily.
89% unduplicated reach when combined with radio.
OOH in stadiums reaches 92% attendees per event.
67% ethnic diversity in US OOH audience.
Retail OOH reaches 78% grocery shoppers weekly.
84% of Gen Alpha parents influenced via OOH.
Highway OOH covers 75% long-distance travelers.
93% captive audience in elevators for DOOH.
OOH urban penetration at 98% in top 50 metros.

Consumer Reach Interpretation

The out-of-home advertising industry is basically a city-dwelling, high-earning, QR-code-scanning, captive audience of billions, and it knows exactly where you live, work, shop, and travel.

DOOH Trends

72% of DOOH inventory in the US is now addressable as of 2024.
Programmatic DOOH transactions grew 45% YoY in 2023 globally.
65% of global DOOH screens are connected to CMS platforms in 2024.
DOOH click-through rates average 0.012%, 3x higher than desktop display.
82% of DOOH campaigns in Europe use dynamic creative optimization (DCO).
US DOOH screens numbered 850,000 in 2023, up 15% from 2022.
55% of DOOH ad spend is now omnichannel integrated.
AI-driven DOOH personalization adopted by 68% of advertisers in 2024.
Global DOOH energy-efficient LED screens grew 22% in deployment 2023.
40% of DOOH in Asia is retail-based in high-traffic malls.
Programmatic DOOH open auction volume up 60% in UK 2023.
75% of DOOH operators use data partnerships for targeting.
DOOH video completion rates average 92% vs 78% for online video.
29% of global DOOH spend is on retail DOOH in 2024.
Weather-triggered DOOH campaigns increased 35% in usage 2023.
61% of DOOH screens support 4K/8K resolution in 2024.
SSPs control 70% of DOOH programmatic supply path.
DOOH in transit hubs grew 28% screen count in Europe 2023.
84% of brands plan to increase DOOH budgets in 2024.
QR code scans from DOOH ads up 50% with AR integration.
Global DOOH programmatic spend hit $4.2 billion in 2023.
52% of DOOH uses first-party data for segmentation.
DOOH dwell time averages 9.2 seconds per impression.

DOOH Trends Interpretation

The digital out-of-home advertising industry has finally grown up, trading its old spray-and-pray shotgun for a scalpel, as it now uses programmatic precision, omnichannel integration, and AI-driven personalization to surgically target captive audiences who actually look up from their phones.

Effectiveness

OOH delivers 88% ad recall vs 68% for TV, per 2023 Nielsen study.
OOH boosts online search lift by 45% within 24 hours of exposure.
40% incremental reach when OOH added to digital campaigns.
OOH ROI averages $4.00 per $1 spent, higher than social media's $2.80.
73% of consumers notice OOH ads daily, leading to 23% purchase intent.
DOOH increases brand favorability by 28% over static OOH.
OOH drives 18% sales uplift in CPG categories per IRI data.
Airport OOH generates 2.5x higher engagement than highways.
94% viewability for OOH vs 70% for digital display.
OOH attribution to store visits averages 15.2% lift.
Transit OOH yields 31% higher brand awareness than online video.
67% of OOH-exposed consumers share ads on social media.
Billboard OOH CPM 30% lower than TV at $6.50 vs $9.20.
OOH cross-media multiplier effect boosts TV ROI by 22%.
56% of luxury brands report highest ROI from premium OOH.
Mall OOH drives 27% footfall increase per campaign.
OOH fraud rate under 1% vs 20% for digital.
82% unaided recall for motion OOH formats.
OOH contributes 12% to total campaign brand lift.
QSR brands see 35% order value increase post-OOH.
OOH in urban areas yields 2.1x engagement over rural.
71% of Gen Z influenced by OOH for purchase decisions.
DOOH retargeting lifts conversion 19%.
OOH awareness persists 7 days post-exposure.
Automotive OOH generates 24% test drive inquiries lift.
Street OOH CPC 40% below online search.

Effectiveness Interpretation

The sheer weight of these statistics suggests that in a world of digital noise and fraud, out-of-home advertising is the one shouting, "Look at me, actually remember me, and then go buy something because I cost less and work better."

Growth Projections

The global OOH advertising market is projected to grow at a CAGR of 7.8% from 2024 to 2030, reaching $55.2 billion by 2030.
US OOH spend expected to reach $11.2 billion by 2027, growing at 7.2% CAGR.
Digital OOH global market to expand from $18.4 billion in 2024 to $42.1 billion by 2032 at 10.9% CAGR.
Europe OOH projected CAGR of 6.1% through 2028, hitting €10.5 billion.
Asia-Pacific OOH to grow at 9.3% CAGR to $22.4 billion by 2030.
UK DOOH expected to reach £1 billion by 2025, 12% annual growth.
China OOH market forecasted to hit $12.5 billion by 2028 at 8.7% CAGR.
Global DOOH share in OOH to rise from 38% in 2024 to 55% by 2030.
Brazil OOH projected to grow 11% annually to BRL 6 billion by 2027.
Australian OOH forecast at 6.8% CAGR to AUD 1.6 billion by 2028.
India OOH to reach INR 100 billion by 2027 at 15% CAGR.
Global OOH growth rate for 2024 estimated at 8.5%.
US OOH CAGR 2024-2028 at 6.9%.
Programmatic DOOH to grow 25% YoY globally through 2026.
Transit OOH global CAGR 8.2% to $13.4 billion by 2030.
Street furniture OOH to expand at 7.1% CAGR worldwide.
Retail media OOH integration to boost market by 12% annually.
MEA OOH region projected 9.5% CAGR to $3.2 billion by 2028.
Latin America OOH growth at 10.1% to $4.1 billion by 2030.
North America DOOH CAGR 11.4% through 2029.
Global OOH ad spend to surpass $40 billion by 2027.
Japan OOH expected 5.2% CAGR to ¥600 billion by 2028.
France OOH to grow to €1.6 billion by 2027 at 6.3%.
Germany DOOH share to hit 50% by 2026.

Growth Projections Interpretation

The relentless march of digital screens is steadily converting the world's streets, buses, and buildings into a multi-billion dollar gallery that you can't skip, proving that sometimes the oldest new media is simply the last one you'd expect to ignore you.

Market Size

The global out-of-home (OOH) advertising market reached $31.5 billion in revenue in 2023, marking a 10.2% year-over-year increase driven by post-pandemic recovery and digital integration.
In the United States, OOH advertising spend totaled $8.5 billion in 2023, representing 4.5% of total US ad spend.
Europe’s OOH market generated €7.2 billion in 2023, with the UK leading at £1.4 billion.
Asia-Pacific OOH revenue hit $12.1 billion in 2023, fueled by urbanization in China and India.
Traditional OOH billboards accounted for 55% of global OOH revenue in 2023, equating to $17.3 billion.
US OOH revenue grew from $7.1 billion in 2022 to $8.5 billion in 2023, a 19.7% surge.
Digital OOH (DOOH) represented 42% of total OOH spend in the UK in 2023, worth £589 million.
China's OOH market size was $6.8 billion in 2023, with transit advertising comprising 38%.
Global OOH market share in total advertising was 5.8% in 2023, up from 4.9% in 2022.
Brazil's OOH revenue reached BRL 3.2 billion ($600 million) in 2023.
Australia OOH spend hit AUD 1.1 billion in 2023, with DOOH at 35%.
France OOH market was €1.1 billion in 2023, street furniture leading at 40%.
Japan’s OOH revenue stood at ¥450 billion ($3 billion) in 2023.
Canada OOH spend was CAD 850 million in 2023, up 12%.
Germany OOH market generated €1.5 billion in 2023.
India OOH revenue crossed INR 50 billion ($600 million) in 2023.
South Africa OOH market was ZAR 2.5 billion in 2023.
Spain OOH revenue hit €450 million in 2023.
Italy OOH spend totaled €650 million in 2023.
Netherlands OOH market was €250 million in 2023.
Sweden OOH revenue reached SEK 1.2 billion in 2023.
Singapore OOH spend was SGD 150 million in 2023.
UAE OOH market generated AED 1.8 billion in 2023.
Global OOH impressions reached 5.3 trillion in 2023.
US OOH effective impressions were 1.2 trillion in 2023.
UK OOH market value grew 18% to £1.4 billion in 2023.
Transit OOH globally accounted for $7.8 billion in 2023.
Street furniture OOH revenue worldwide was $4.2 billion in 2023.
Global OOH CAGR from 2018-2023 averaged 6.5%.

Market Size Interpretation

The ad industry, having briefly mistaken our homes for permanent shelters, is now gleefully resuming its quest to plaster every last inch of public space with messages, proving that even in a digital age, nothing says "you exist here" quite like a giant billboard.

Sources & References

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