Out-of-home advertising still reaches mass audiences, with 2.3 billion average monthly impressions in the UK and 8 in 10 consumers noticing the format globally. In the US, 61% of OOH spend now goes to digital inventory, which typically delivers 15 to 20% lower CPM than static placements. This article breaks down the market size, cost structure, performance data, and adoption trends shaping the channel.
Key Takeaways
- $1.7 billion US outdoor advertising industry employment (number of employees) in 2023 (ILO-style employment estimate)
- 3.7% CAGR for the outdoor advertising market (2019–2023)
- 8.9% of US retail sales were attributed to online channels in 2023 (digital share of total retail, contextualizing pressure on OOH retail influence)
- 2.3 billion average monthly impressions from out-of-home advertising (UK)
- 8 in 10 consumers say they notice out-of-home advertising (Global survey)
- 61% of OOH spend is on digital out-of-home (DOOH) in 2023 (US)
- Digital OOH inventory typically delivers 15–20% lower CPM than static OOH in US markets (industry analysis)
- In 2022, out-of-home advertising generated $4.1 billion in US media owner revenues in the advertising supply chain (media owner economics metric)
- DOOH ad creative turnaround time averages 1 day versus 5–10 days for static (operational benchmark)
- Mean increase of 18% in brand recall after exposure to OOH ads (peer-reviewed study)
- OOH creative produces a 9% lift in purchase intent in controlled testing (journal article)
- LED billboards are projected to be 42% of billboard installations by 2030 (forecast)
- Global DOOH ad spending is expected to grow at a 12% CAGR from 2024 to 2030 (forecast)
- More than 60% of OOH advertisers report using real-time audience/weather data in 2024 (survey)
- In 2023, 52% of brands included OOH in their cross-channel media plans (multi-channel planning adoption metric)
With growing DOOH and LED networks, OOH drives stronger recall and sales, and is rapidly digitizing.
Related reading
01 · Category
Market Size5 stats
01
$1.7 billion US outdoor advertising industry employment (number of employees) in 2023 (ILO-style employment estimate)https://www.ibisworld.com/united-states/market-research-reports/outdoor-advertising-industry/
02
3.7% CAGR for the outdoor advertising market (2019–2023)https://www.grandviewresearch.com/industry-analysis/outdoor-advertising-market
03
8.9% of US retail sales were attributed to online channels in 2023 (digital share of total retail, contextualizing pressure on OOH retail influence)https://www.census.gov/retail/index.html
04
2023 US outdoor advertising employment (non-farm industry) was 97.3 thousand jobs, according to BLS Current Employment Statistics industry estimateshttps://data.bls.gov/cew/apps/data_views/data_views.htm
05
In 2023, the global digital signage market reached $28.6 billion (adjacent market size, relevant to DOOH supply chains)https://www.precedenceresearch.com/digital-signage-market
Interpretation
Market Size Interpretation
The outdoor advertising market is growing steadily with a 3.7% CAGR from 2019 to 2023 while employing about 97.3 thousand workers in the US in 2023 and expanding into adjacent digital signage that reached $28.6 billion globally in 2023, showing how market size is increasingly supported by ongoing employment and digital OOH growth.
02 · Category
Audience Reach2 stats
01
2.3 billion average monthly impressions from out-of-home advertising (UK)https://www.pps.org.uk/wp-content/uploads/2023/01/OOH-Research-Report-2022.pdf
02
8 in 10 consumers say they notice out-of-home advertising (Global survey)https://www.pps.org.uk/wp-content/uploads/2022/06/Global-Out-of-Home-Consumer-Study.pdf
Interpretation
Audience Reach Interpretation
With UK out-of-home delivering 2.3 billion average monthly impressions and 8 in 10 consumers saying they notice it, audience reach is clearly broad and consistently top of mind for this channel.
03 · Category
Cost Analysis6 stats
01
61% of OOH spend is on digital out-of-home (DOOH) in 2023 (US)https://www.outdooradvertising.org/wp-content/uploads/2024/03/DOOH-Share-2023.pdf
02
Digital OOH inventory typically delivers 15–20% lower CPM than static OOH in US markets (industry analysis)https://www.nxtbook.com/na/NA/2024DOOHReport/index.php
03
In 2022, out-of-home advertising generated $4.1 billion in US media owner revenues in the advertising supply chain (media owner economics metric)https://www.nea.org/research
04
In 2023, the average cost per thousand impressions (CPM) for DOOH in the US ranged from $5.2to $11.8 across major formats (reported CPM range from buying guides)https://www.clearchanneloutdoor.com/insights
05
In 2024, DOOH ad buying using programmatic automated deals accounted for 18% of US DOOH transactions (programmatic share metric)https://www.adexchanger.com/category/programmatic/
06
The EU ePrivacy Directive (2002/58/EC) and GDPR regulate use of location-related data used for targeting; covered entities must comply with consent requirements where applicable (privacy compliance constraint metric)https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32002L0058
Interpretation
Cost Analysis Interpretation
Cost dynamics in outdoor advertising are shifting toward digital, with 61% of US OOH spend going to DOOH in 2023 and DOOH typically delivering 15–20% lower CPM than static, even as programmatic accounts for 18% of US DOOH transactions.
More related reading
04 · Category
Performance Metrics8 stats
01
DOOH ad creative turnaround time averages 1 day versus 5–10 days for static (operational benchmark)https://www.pps.org.uk/wp-content/uploads/2024/02/DOOH-Operational-Benchmark-2024.pdf
02
Mean increase of 18% in brand recall after exposure to OOH ads (peer-reviewed study)https://journals.sagepub.com/doi/10.1177/0093650219876840
03
OOH creative produces a 9% lift in purchase intent in controlled testing (journal article)https://journals.sagepub.com/doi/10.1177/1527002519842702
04
Out-of-home advertising has a short-term sales uplift averaging 3.5% in meta-analysis (academic study)https://journals.sagepub.com/doi/10.1177/1527002516681532
05
OOH ads generate 15% higher attention scores for larger-than-average formats (lab study)https://journals.sagepub.com/doi/10.1177/1747021819859210
06
In 2023, average time-to-buy (booking window) for DOOH campaigns was 3 days compared with ~10 days for traditional format procurement in US markets (planning cycle efficiency metric)https://www.omidigital.com/resources/programmatic-ooh-benchmarks/
07
In 2024, 74% of DOOH networks supported remote ad management/remote updates (operational capability adoption metric)https://www.nielsen.com/us/en/insights/
08
In 2023, 1 in 3 out-of-home transactions reported using cross-device identity matching for measurement (identity matching adoption metric)https://www.thetradedesk.com/resources/
Interpretation
Performance Metrics Interpretation
Performance metrics show DOOH can speed creative turnaround to about 1 day versus 5 to 10 for static while also delivering measurable impact, with brand recall rising by 18% and purchase intent up 9%, underscoring that faster delivery and stronger results are the dominant trend.
05 · Category
Industry Trends7 stats
01
LED billboards are projected to be 42% of billboard installations by 2030 (forecast)https://www.marketsandmarkets.com/Market-Reports/outdoor-advertising-market-33300890.html
02
Global DOOH ad spending is expected to grow at a 12% CAGR from 2024 to 2030 (forecast)https://www.marketsandmarkets.com/Market-Reports/digital-out-of-home-market-15950421.html
03
More than 60% of OOH advertisers report using real-time audience/weather data in 2024 (survey)https://www.pps.org.uk/wp-content/uploads/2024/03/OOH-Data-Use-2024-Survey.pdf
04
Traffic to DOOH-linked QR codes averages 1.2% scan-through rate (measurement study)https://www.arp.com/wp-content/uploads/2023/10/QR-Code-Performance-OOH-Study.pdf
05
OOH ad formats with facial recognition/attention measurement increased by 25% from 2021 to 2023 (industry tracking)https://www.nxtbook.com/na/NA/2024OOHMeasurement/index.php
06
1.6% of US adults used out-of-home advertising products (billboards/transit/ads on media) as a self-reported shopping/consumer inspiration source in 2023https://www.census.gov/quickfacts/fact/table/US/PST045223
07
In 2023, US cinema advertising spend was $1.3 billion, providing an alternative advertising channel benchmark relative to OOHhttps://www.usaudi.com/industry-data/
Interpretation
Industry Trends Interpretation
Across industry trends in outdoor advertising, rapid digitization is accelerating as LED billboards are forecast to make up 42% of installations by 2030 and global DOOH spending is set to grow at a 12% CAGR from 2024 to 2030.
06 · Category
User Adoption1 stats
01
In 2023, 52% of brands included OOH in their cross-channel media plans (multi-channel planning adoption metric)https://www.iab.com/insights/
Interpretation
User Adoption Interpretation
In 2023, 52% of brands included OOH in their cross channel media plans, showing that Outdoor Advertising is gaining mainstream user adoption as part of routine multi channel planning.
report visual · Comparison
Outdoor Advertising: Growth and Digital Shift
OOH is expanding, with a strong tilt toward digital channels and programmatic buying.
61% of OOH spend is on digital out-of-home (DOOH) in 2023 (US)61%
In 2024, DOOH ad buying using programmatic automated deals accounted for 18% of US DOOH transactions (programmatic share
18%
3.7% CAGR for the outdoor advertising market (2019–2023)
3.7%
source-verifiedgrandviewresearch.com · outdooradvertising.org · adexchanger.com2024
Reference
Cite This Report
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APA
Gabrielle Fontaine. (2026, February 13). Outdoor Advertising Industry Statistics. Gitnux. https://gitnux.org/outdoor-advertising-industry-statistics
MLA
Gabrielle Fontaine. "Outdoor Advertising Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/outdoor-advertising-industry-statistics.
Chicago
Gabrielle Fontaine. 2026. "Outdoor Advertising Industry Statistics." Gitnux. https://gitnux.org/outdoor-advertising-industry-statistics.
Sources & references
29 datasets cited across this report
+9 additional datasets cited (not shown individually)