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)
02
3.7% CAGR for the outdoor advertising market (2019–2023)
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)
04
2023 US outdoor advertising employment (non-farm industry) was 97.3 thousand jobs, according to BLS Current Employment Statistics industry estimates
05
In 2023, the global digital signage market reached $28.6 billion (adjacent market size, relevant to DOOH supply chains)
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)
02
8 in 10 consumers say they notice out-of-home advertising (Global survey)
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)
02
Digital OOH inventory typically delivers 15–20% lower CPM than static OOH in US markets (industry analysis)
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)
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)
05
In 2024, DOOH ad buying using programmatic automated deals accounted for 18% of US DOOH transactions (programmatic share metric)
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)
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)
02
Mean increase of 18% in brand recall after exposure to OOH ads (peer-reviewed study)
03
OOH creative produces a 9% lift in purchase intent in controlled testing (journal article)
04
Out-of-home advertising has a short-term sales uplift averaging 3.5% in meta-analysis (academic study)
05
OOH ads generate 15% higher attention scores for larger-than-average formats (lab study)
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)
07
In 2024, 74% of DOOH networks supported remote ad management/remote updates (operational capability adoption metric)
08
In 2023, 1 in 3 out-of-home transactions reported using cross-device identity matching for measurement (identity matching adoption metric)
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)
02
Global DOOH ad spending is expected to grow at a 12% CAGR from 2024 to 2030 (forecast)
03
More than 60% of OOH advertisers report using real-time audience/weather data in 2024 (survey)
04
Traffic to DOOH-linked QR codes averages 1.2% scan-through rate (measurement study)
05
OOH ad formats with facial recognition/attention measurement increased by 25% from 2021 to 2023 (industry tracking)
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 2023
07
In 2023, US cinema advertising spend was $1.3 billion, providing an alternative advertising channel benchmark relative to OOH
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)
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 · attribution is report-level
+9 additional datasets cited (not shown individually)