# Billboard and Out-of-home Advertising Statistics 2026: Revenue, Digital and Top Advertisers

Updated 2026-10-25. Checked by StatisticsGlobal editorial team. OAAA, Outsmart, the Advertising Association and WARC, WOO, YouGov and filings from Lamar, Clear Channel Outdoor and JCDecaux, 18 source documents, data for 2009 to 2026.
Canonical: https://statisticsglobal.org/billboard-advertising-statistics/

US out-of-home (OOH) advertising revenue reached a record $3.16 billion in Q2 2026, up 10.7% on a year earlier, according to OAAA. Full-year 2025 revenue was $9.46 billion, up 3.6%. Digital screens took 38.4% of US OOH revenue in Q2 2026. In the UK, OOH revenue was £1.44 billion in 2025 and grew 12.7% in Q2 2026, according to Outsmart, with digital at 68% of revenue.

## Key statistics

- US out-of-home advertising revenue rose 10.7% to $3.16 billion in Q2 2026, the first quarter above $3 billion, according to OAAA.
- US out-of-home advertising revenue reached a record $9.46 billion in 2025, up 3.6% on 2024, according to OAAA.
- Digital out-of-home took 38.4% of US out-of-home advertising revenue in Q2 2026, according to OAAA.
- UK out-of-home advertising revenue reached a record £1.44 billion in 2025, up 2.6% on 2024, according to Outsmart.
- Out-of-home took 2.3% of US media spend in 2025, in a core media market of $406 billion, according to OAAA.

## Billboard advertising statistics

Billboards are the largest part of out-of-home (OOH) advertising, but trade bodies report OOH as a whole. OOH also covers transit, street furniture such as bus shelters, and place-based screens in venues like malls, gyms and cinemas.

US OOH is growing faster in 2026 than in 2025. Revenue rose 7.1% in Q1 2026 and 10.7% in Q2, the first quarter above $3 billion. By our count the first half came to about $5.28 billion, up 9.1%. In 2025 the full year grew only 3.6%.

Billboards are the slow part of the mix. US billboard revenue grew 2.3% in 2025. Transit grew 9.8% and street furniture 5.6%. In Q1 2026 billboards picked up to 4.8%, but transit grew 18%. In Q2 2026 transit grew 23.9%. Airports, rail and bus networks are taking a bigger share of growth.

OAAA's own documents do not fully agree on 2025 transit growth. The March 2026 press release says 9.2%. The Facts & Figures report published in April says 9.8%. We use the later report and flag the gap here.

OAAA does not publish billboard revenue in dollars on its free pages. Its full format split sits in a members-only report.

- US out-of-home advertising revenue rose 10.7% to $3.16 billion in Q2 2026, the first quarter above $3 billion, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- US out-of-home advertising revenue was about $5.28 billion in the first half of 2026, up 9.1% on the first half of 2025, calculated by StatisticsGlobal from OAAA data. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- US billboard advertising revenue grew 2.3% in 2025, slower than any other major format except place-based, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- US transit advertising revenue grew 9.8% in 2025, the fastest of the major out-of-home formats, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- US street furniture advertising revenue grew 5.6% in 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- US billboard advertising revenue grew 4.8% in Q1 2026, and digital billboard revenue grew 8.1%, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), OOH Hits New First Quarter High as Revenue Reaches $2.12 Billion Driven by Digital Growth and AI Brands (3 June 2026, accessed 25 October 2026) https://oaaa.org/news/ooh-hits-new-first-quarter-high-as-revenue-reaches-2-12-billion-driven-by-digital-growth-and-ai-brands/
- US transit advertising revenue grew 23.9% in Q2 2026, the strongest of the major out-of-home formats, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/

Table: US out-of-home ad revenue growth by format, 2025 and Q1 2026

| Format | 2025 growth | Q1 2026 growth |
|---|---|---|
| Billboards | +2.3% | +4.8% |
| Street furniture | +5.6% | +11.5% |
| Transit | +9.8% | +18% |
| Place-based | +0.2% | +3.3% |
| Digital OOH (all formats) | +10.5% | +12.9% |

Sources: OAAA 2025 OOH Facts & Figures (April 2026); OAAA Q1 2026 release (June 2026). OAAA reports Q2 2026 transit growth of 23.9% and place-based of 19.3%, but no Q2 billboard figure.

## Out-of-home advertising revenue by year

OAAA has published US OOH revenue every year since before 2009. The series shows a long, slow climb, a deep fall in 2020 and a full recovery by 2022.

US OOH revenue reached a record $9.46 billion in 2025. That is about 10.5% above the 2019 level of $8.6 billion, by our calculation from OAAA's rounded series. Over the ten years from 2015, revenue grew by an average of 2.7% a year.

The pandemic hit OOH harder than most media. Revenue fell to $6.1 billion in 2020, back to the level of 2010. It took until 2022 to pass the 2019 figure.

OOH is seasonal. Q1 is the smallest quarter and Q2 the largest. In 2025 Q1 brought $1.98 billion and Q2 $2.86 billion. OAAA does not publish a Q4 dollar figure, but full-year revenue minus the Q3 year-to-date total gives about $2.48 billion.

- US out-of-home advertising revenue reached a record $9.46 billion in 2025, up 3.6% on 2024, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion (17 March 2026 (corrected 26 March 2026), accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
- US out-of-home advertising revenue fell to $6.1 billion in 2020, from $8.6 billion in 2019, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- US out-of-home advertising revenue was about 10.5% higher in 2025 than in 2019, calculated by StatisticsGlobal from OAAA data. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- US out-of-home advertising revenue grew by an average of 2.7% a year from 2015 to 2025, calculated by StatisticsGlobal from OAAA data. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- US out-of-home advertising revenue rose 2% to $1.98 billion in Q1 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Hits Record $1.98 Billion in Q1 2025 (3 June 2025, accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-hits-record-1-98-billion-in-q1-2025/
- US out-of-home advertising revenue rose 3% to $2.86 billion in Q2 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Rises to $2.86 Billion in Q2 2025 (27 August 2025, accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-rises-to-2-86-billion-in-q2-2025/
- US out-of-home advertising revenue rose 4.5% to $2.13 billion in Q3 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), OOH Revenue Hits All-Time Q3 High (2 December 2025, accessed 25 October 2026) https://oaaa.org/news/ooh-revenue-hits-all-time-q3-high/
- US out-of-home advertising revenue was about $2.48 billion in Q4 2025, calculated by StatisticsGlobal from OAAA data. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion (17 March 2026 (corrected 26 March 2026), accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
- US out-of-home advertising revenue rose 7.1% to $2.12 billion in Q1 2026, a first-quarter record, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), OOH Hits New First Quarter High as Revenue Reaches $2.12 Billion Driven by Digital Growth and AI Brands (3 June 2026, accessed 25 October 2026) https://oaaa.org/news/ooh-hits-new-first-quarter-high-as-revenue-reaches-2-12-billion-driven-by-digital-growth-and-ai-brands/

Table: US out-of-home ad revenue by quarter, Q1 2025 to Q2 2026

| Quarter | Revenue | Growth vs a year earlier |
|---|---|---|
| Q1 2025 | $1.98bn | +2% |
| Q2 2025 | $2.86bn | +3% |
| Q3 2025 | $2.13bn | +4.5% |
| Q4 2025 | About $2.48bn (our calculation) | +4.8% |
| Q1 2026 | $2.12bn | +7.1% |
| Q2 2026 | $3.16bn | +10.7% |

Source: OAAA quarterly releases, June 2025 to August 2026. Q4 2025 revenue calculated by StatisticsGlobal as $9.46bn full year minus $6.98bn year to date at Q3.

## Digital billboard (DOOH) statistics

Digital out-of-home (DOOH) covers screens rather than printed posters. It includes digital billboards, transit screens and place-based screens. Programmatic DOOH is the share bought automatically through ad platforms.

Digital is where the growth is. US DOOH revenue grew 10.5% in 2025, almost three times the market's 3.6%. In Q2 2026 it grew 18.5% and took 38.4% of revenue, about $1.21 billion by our calculation. Its share rose about 2.4 points in a year.

The UK is much further ahead. Digital took 67% of UK OOH revenue in 2025 and 68% in Q2 2026, according to Outsmart. That is about 30.7 points more than the US share. A likely reason is the mix of sites. US OOH includes a large base of printed roadside billboards, as the operator data below shows.

Most digital screens are still bought directly. OAAA says programmatic made up 30% of US DOOH sales in 2025. A separate measure from the World Out of Home Organization (WOO) puts the US programmatic market at $545.5 million in 2025, a 15.9% penetration rate. The two figures use different bases and should not be compared directly.

WOO's first global study found $1.339 billion of programmatic DOOH spend in 2025, 7.0% of all DOOH. That implies total worldwide DOOH spend of about $19.1 billion. The US alone made up about 40.7% of the programmatic total.

- Digital out-of-home took 38.4% of US out-of-home advertising revenue in Q2 2026, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- US digital out-of-home advertising revenue grew 18.5% in Q2 2026, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- US digital out-of-home advertising revenue was about $1.21 billion in Q2 2026, calculated by StatisticsGlobal from OAAA data. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- Digital's share of US out-of-home advertising revenue rose about 2.4 points in a year to 38.4% in Q2 2026, calculated by StatisticsGlobal from OAAA data. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- Digital out-of-home took 36.3% of US out-of-home advertising revenue in 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion (17 March 2026 (corrected 26 March 2026), accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
- US digital out-of-home advertising revenue grew 10.5% in 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion (17 March 2026 (corrected 26 March 2026), accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
- US digital out-of-home advertising revenue was about $3.43 billion in 2025, calculated by StatisticsGlobal from OAAA data. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion (17 March 2026 (corrected 26 March 2026), accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
- Programmatic buying made up 30% of US digital out-of-home ad sales in 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- Digital out-of-home took 67% of UK out-of-home advertising revenue in 2025, according to Outsmart. Source: Outsmart, Out of Home reports highest ever annual revenue of £1.44bn in 2025 (press release, Q4 and year 2025) (February 2026 (file dated 23 February 2026), accessed 25 October 2026) https://www.outsmart.org.uk/site/userfiles/File/20260223104857_Out_of_Home_Revenues_Q4_and_Year_2025_press_release_vF_002.pdf
- Digital out-of-home took 68% of UK out-of-home advertising revenue in Q2 2026, according to Outsmart. Source: Outsmart, Out of Home advertising reports 12.7% growth in revenues in Q2 2026 (3 September 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/1027/out-of-home-advertising-reports-12-7-growth-in-revenues-in-q2-2026-1
- Digital took about 30.7 points more of out-of-home ad revenue in the UK than in the US in 2025, calculated by StatisticsGlobal from Outsmart and OAAA data. Source: Outsmart, Out of Home reports highest ever annual revenue of £1.44bn in 2025 (press release, Q4 and year 2025) (February 2026 (file dated 23 February 2026), accessed 25 October 2026) https://www.outsmart.org.uk/site/userfiles/File/20260223104857_Out_of_Home_Revenues_Q4_and_Year_2025_press_release_vF_002.pdf
- Advertisers spent $1.339 billion on programmatic digital out-of-home worldwide in 2025, 7.0% of all digital out-of-home spend, according to the World Out of Home Organization. Source: World Out of Home Organization (WOO), Global programmatic DOOH market reached $1.339 billion in 2025, inaugural WOO study finds (17 September 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/1035/global-programmatic-dooh-market-reached-1-339-billion-in-2025-inaugural-woo-study-finds
- Programmatic digital out-of-home spend in the US was $545.5 million in 2025, a 15.9% penetration rate, according to the World Out of Home Organization. Source: World Out of Home Organization (WOO), Global programmatic DOOH market reached $1.339 billion in 2025, inaugural WOO study finds (17 September 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/1035/global-programmatic-dooh-market-reached-1-339-billion-in-2025-inaugural-woo-study-finds
- The US accounted for about 40.7% of worldwide programmatic digital out-of-home spend in 2025, calculated by StatisticsGlobal from World Out of Home Organization data. Source: World Out of Home Organization (WOO), Global programmatic DOOH market reached $1.339 billion in 2025, inaugural WOO study finds (17 September 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/1035/global-programmatic-dooh-market-reached-1-339-billion-in-2025-inaugural-woo-study-finds
- Worldwide digital out-of-home ad spend was about $19.1 billion in 2025, calculated by StatisticsGlobal from World Out of Home Organization data. Source: World Out of Home Organization (WOO), Global programmatic DOOH market reached $1.339 billion in 2025, inaugural WOO study finds (17 September 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/1035/global-programmatic-dooh-market-reached-1-339-billion-in-2025-inaugural-woo-study-finds

Table: Digital share of out-of-home ad revenue, US vs UK, 2025 and Q2 2026

| Market | 2025 | Q2 2026 | Source |
|---|---|---|---|
| United States | 36.3% | 38.4% | OAAA |
| United Kingdom | 67% | 68% | Outsmart |

Sources: OAAA releases of March and August 2026; Outsmart releases of February and September 2026.

## Billboard advertising effectiveness

Free, independent effectiveness data for billboards is scarce. The figures here are consumer surveys. None measures sales or profit, so treat them as attitude data.

Younger adults respond more to billboards. YouGov found 48% of US Gen Z and Millennial adults recommend products they have seen on billboards or posters. That falls to 34% for Gen X and 23% for Baby Boomers. Gen Z is about twice as likely as Boomers to say so.

Billboards often lead to a phone search. 54% of Gen Z and 53% of Millennials told YouGov they often search for products on their phone after seeing an OOH ad.

OAAA and The Harris Poll report that 73% of US consumers view DOOH ads favourably and 76% say one recently prompted them to act. OAAA is the US OOH trade body and does not publish the sample size or dates, so these are the weakest figures on this page.

For an effectiveness measure built on profit rather than attitudes, see the econometric data on our [TV advertising statistics](https://statisticsglobal.org/tv-advertising-statistics/) page. For another physical channel with response-rate data, see [direct mail marketing statistics](https://statisticsglobal.org/direct-mail-marketing-statistics/).

- 48% of US Gen Z adults said in 2024 that they recommend products seen on billboards or posters, according to YouGov. Source: YouGov, How different generations engage with ads (21 October 2024, accessed 25 October 2026) https://business.yougov.com/content/50754-how-different-generations-engage-with-ads
- 34% of US Gen X adults said in 2024 that they recommend products seen on billboards or posters, according to YouGov. Source: YouGov, How different generations engage with ads (21 October 2024, accessed 25 October 2026) https://business.yougov.com/content/50754-how-different-generations-engage-with-ads
- 23% of US Baby Boomers said in 2024 that they recommend products seen on billboards or posters, according to YouGov. Source: YouGov, How different generations engage with ads (21 October 2024, accessed 25 October 2026) https://business.yougov.com/content/50754-how-different-generations-engage-with-ads
- US Gen Z adults were 25 points more likely than Baby Boomers to recommend products seen on billboards or posters in 2024, calculated by StatisticsGlobal from YouGov data. Source: YouGov, How different generations engage with ads (21 October 2024, accessed 25 October 2026) https://business.yougov.com/content/50754-how-different-generations-engage-with-ads
- 54% of US Gen Z adults said in 2024 that they often search for products on their phone after seeing out-of-home ads, according to YouGov. Source: YouGov, How different generations engage with ads (21 October 2024, accessed 25 October 2026) https://business.yougov.com/content/50754-how-different-generations-engage-with-ads
- 73% of US consumers view digital out-of-home ads favourably, according to an OAAA and Harris Poll survey published in January 2025. Source: OAAA (Out of Home Advertising Association of America), DOOH Delivers 7.5X More Reach and 10X More CPM Value Than a Super Bowl TV Ad (7 January 2025, accessed 25 October 2026) https://oaaa.org/blog-posts/dooh-delivers-7-5x-more-reach-and-10x-more-cpm-value-than-a-super-bowl-tv-ad/
- 76% of US consumers say a digital out-of-home ad recently prompted them to take action, according to an OAAA and Harris Poll survey published in January 2025. Source: OAAA (Out of Home Advertising Association of America), DOOH Delivers 7.5X More Reach and 10X More CPM Value Than a Super Bowl TV Ad (7 January 2025, accessed 25 October 2026) https://oaaa.org/blog-posts/dooh-delivers-7-5x-more-reach-and-10x-more-cpm-value-than-a-super-bowl-tv-ad/

Table: Share of US adults who recommend products seen on billboards or posters, by generation, 2024

| Generation | Recommend products seen on billboards or posters | Often search on phone after seeing OOH ads |
|---|---|---|
| Gen Z | 48% | 54% |
| Millennials | 48% | 53% |
| Gen X | 34% | Not reported |
| Baby Boomers | 23% | Not reported |

Source: YouGov Profiles US, October 2024. Nationally representative, weighted; sample size not stated.

## Top billboard advertisers and categories

OAAA ranks advertisers and categories using MediaRadar spend tracking. OAAA itself says MediaRadar under-reports OOH spend by about 30%, so the rankings are more reliable than the dollar amounts.

Legal services is the largest OOH category in the US and grew its spend 21% in 2025. A law firm, Morgan & Morgan, was the top advertiser in Q2 2026 and second only to Apple for 2025, with $58.2 million in tracked spend.

Technology brands are the fastest risers. Spend by the computers, software and internet industry rose 149.8% in Q2 2026. Technology and direct-to-consumer brands were 30% of the top 100 advertisers, and AI companies such as OpenAI and Genspark more than doubled their spend.

Budgets are rising broadly, not just at a few brands. 73% of the top 100 advertisers spent more in Q2 2026 than a year earlier, up from 70% for full-year 2025. Vivint added $52.4 million in 2025, the biggest increase of any advertiser.

- 73% of the top 100 US out-of-home advertisers increased their spend in Q2 2026 compared with Q2 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- 70% of the top 100 US out-of-home advertisers increased their spend in 2025 compared with 2024, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion (17 March 2026 (corrected 26 March 2026), accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
- Technology and direct-to-consumer brands made up 30% of the top 100 US out-of-home advertisers in Q2 2026, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- US out-of-home spend by the computers, software and internet industry rose 149.8% in Q2 2026, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH (18 August 2026, accessed 25 October 2026) https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
- Legal services, the largest US out-of-home category, increased its spend 21% in 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion (17 March 2026 (corrected 26 March 2026), accessed 25 October 2026) https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
- The top 10 product industries accounted for 78% of US out-of-home spend in 2025, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- Law firm Morgan & Morgan spent $58.2 million on US out-of-home advertising in 2025, second only to Apple, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- Vivint raised its US out-of-home spend by $52.4 million to $52.6 million in 2025, the largest increase of any advertiser, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf

Table: Top 10 US out-of-home advertisers and categories by spend, Q2 2026

| Rank | Advertiser | Category |
|---|---|---|
| 1 | Morgan & Morgan | Legal services |
| 2 | Coca-Cola | Hospitals, clinics and medical centres |
| 3 | Apple | Computer software |
| 4 | T-Mobile | Consumer banking |
| 5 | McDonald's | Domestic hotels and resorts |
| 6 | Verizon | Colleges and universities |
| 7 | Johnson & Johnson | Quick serve restaurants |
| 8 | Progressive | Local government |
| 9 | Universal Pictures | Architects, contractors and engineers |
| 10 | Dunkin' | Chain food stores and supermarkets |

Source: OAAA, August 2026, using MediaRadar data. Advertiser and category columns are separate rankings. OAAA publishes no dollar figures for the Q2 2026 rankings.

## Billboard share of total ad spend

OOH is a small slice of total advertising in both the US and the UK. The share is higher in the UK, where it is measured by a different body.

OOH took 2.3% of US media spend in 2025, in a $406 billion core media market, according to OAAA. Most of it is local. Local advertisers bought 65% of US OOH sales. OAAA projects OOH sales to grow 3.7% a year over 2025 to 2029.

In the UK, OOH took about 3.1% of ad spend in 2025, by our calculation from AA/WARC data. UK spend was £1,426.3 million, of which digital was £954.6 million.

The two UK sources differ slightly. Outsmart reports £1.44 billion for 2025, up 2.6%. AA/WARC reports £1,426.3 million, up 2.3%. Outsmart collects revenue from its media owner members through PwC. AA/WARC estimates spend net of discounts across the whole market.

UK OOH is having a strong 2026. Revenue grew 15% in Q1 and 12.7% in Q2, about £743.8 million for the half. AA/WARC raised its 2026 OOH growth forecast from 3.1% in April to 7.6% in July. It expects growth to slow to 2.5% in 2027.

- Out-of-home took 2.3% of US media spend in 2025, in a core media market of $406 billion, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- Local advertisers bought 65% of US out-of-home ad sales in 2025 and national advertisers 35%, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- US out-of-home ad sales are projected to grow 3.7% a year over the 2025-2029 period, according to OAAA. Source: OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance (April 2026, accessed 25 October 2026) https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
- UK out-of-home advertising revenue reached a record £1.44 billion in 2025, up 2.6% on 2024, according to Outsmart. Source: Outsmart, Out of Home reports highest ever annual revenue of £1.44bn in 2025 (press release, Q4 and year 2025) (February 2026 (file dated 23 February 2026), accessed 25 October 2026) https://www.outsmart.org.uk/site/userfiles/File/20260223104857_Out_of_Home_Revenues_Q4_and_Year_2025_press_release_vF_002.pdf
- UK out-of-home advertising revenue rose 3.3% to £404.8 million in Q4 2025, according to Outsmart. Source: Outsmart, Out of Home reports highest ever annual revenue of £1.44bn in 2025 (press release, Q4 and year 2025) (February 2026 (file dated 23 February 2026), accessed 25 October 2026) https://www.outsmart.org.uk/site/userfiles/File/20260223104857_Out_of_Home_Revenues_Q4_and_Year_2025_press_release_vF_002.pdf
- UK out-of-home advertising revenue rose 15% to £341.2 million in Q1 2026, according to Outsmart. Source: Outsmart, Out of Home advertising reports 15% growth in revenues in Q1 2026 (2 June 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/981/out-of-home-advertising-reports-15-growth-in-revenues-in-q1-2026-1
- UK out-of-home advertising revenue rose 12.7% to £402.6 million in Q2 2026, according to Outsmart. Source: Outsmart, Out of Home advertising reports 12.7% growth in revenues in Q2 2026 (3 September 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/1027/out-of-home-advertising-reports-12-7-growth-in-revenues-in-q2-2026-1
- UK out-of-home advertising revenue was about £743.8 million in the first half of 2026, calculated by StatisticsGlobal from Outsmart data. Source: Outsmart, Out of Home advertising reports 12.7% growth in revenues in Q2 2026 (3 September 2026, accessed 25 October 2026) https://www.outsmart.org.uk/keep-up-to-date/news/1027/out-of-home-advertising-reports-12-7-growth-in-revenues-in-q2-2026-1
- UK out-of-home ad spend was £1,426.3 million in 2025, up 2.3%, of which digital out-of-home was £954.6 million, according to the Advertising Association and WARC. Source: Advertising Association and WARC, AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025 (30 April 2026, accessed 25 October 2026) https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/
- Out-of-home took about 3.1% of UK advertising spend in 2025, calculated by StatisticsGlobal from Advertising Association and WARC data. Source: Advertising Association and WARC, AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025 (30 April 2026, accessed 25 October 2026) https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/
- UK out-of-home ad spend is forecast to grow 7.6% in 2026 and 2.5% in 2027, according to the Advertising Association and WARC. Source: Advertising Association and WARC, UK Advertising Investment Rises 9.3% to £11.7BN in Q1 2026 (30 July 2026, accessed 25 October 2026) https://adassoc.org.uk/our-work/uk-advertising-investment-rises-9-3-to-11-7bn-in-q1-2026/
- The 2026 UK out-of-home ad spend growth forecast was raised by 4.5 points between April and July 2026, calculated by StatisticsGlobal from Advertising Association and WARC data. Source: Advertising Association and WARC, UK Advertising Investment Rises 9.3% to £11.7BN in Q1 2026 (30 July 2026, accessed 25 October 2026) https://adassoc.org.uk/our-work/uk-advertising-investment-rises-9-3-to-11-7bn-in-q1-2026/

Table: Out-of-home ad revenue and share of ad spend, US and UK, 2025

| Measure | United States | United Kingdom |
|---|---|---|
| OOH revenue, 2025 | $9.46bn (OAAA) | £1.44bn (Outsmart); £1,426.3m (AA/WARC) |
| Growth, 2025 | +3.6% | +2.6% (Outsmart); +2.3% (AA/WARC) |
| OOH share of ad spend, 2025 | 2.3% | About 3.1% (our calculation) |
| Digital share of OOH, 2025 | 36.3% | 67% (Outsmart) |
| Growth, Q2 2026 | +10.7% | +12.7% |

Sources: OAAA; Outsmart; Advertising Association and WARC Expenditure Report. UK share calculated by StatisticsGlobal as £1,426.3m / £46,682.7m.

## Billboard company results

The listed OOH operators report results in their filings. These figures cover each company's own business, not the whole market, but they come out quickly and are audited.

The operators grew more slowly than the OAAA market total in Q2 2026. Lamar, one of the largest outdoor advertising companies in North America, grew net revenue 6.5% to $616.7 million. Clear Channel Outdoor grew 8.7% to $438.0 million, helped by airports at 14.0%. OAAA's market figure was 10.7%. It covers the whole US market, including many transit and place-based networks these firms do not run.

Lamar shows how much of US roadside inventory is still printed. It runs over 360,000 displays, but only over 5,700 are digital billboards, about 1.6% by our calculation.

At JCDecaux, which operates worldwide, digital was 42.8% of revenue in the first half of 2026. Billboards were only about 13.4% of its revenue and grew 0.8% organically. Its UK business grew 12.8%, close to Outsmart's 13.7% market figure for the half.

- Lamar Advertising Company net revenue rose 6.5% to $616.7 million in Q2 2026, according to Lamar Advertising Company. Source: Lamar Advertising Company, Lamar Advertising Company Announces Second Quarter 2026 Operating Results (Form 8-K, Exhibit 99.1) (6 August 2026, accessed 25 October 2026) https://www.sec.gov/Archives/edgar/data/0001090425/000109042526000021/lamr8kexhibit9912026q2.htm
- Lamar Advertising Company operated over 360,000 displays, including over 5,700 digital billboards, in the US and Canada in 2026, according to Lamar Advertising Company. Source: Lamar Advertising Company, Lamar Advertising Company Announces Second Quarter 2026 Operating Results (Form 8-K, Exhibit 99.1) (6 August 2026, accessed 25 October 2026) https://www.sec.gov/Archives/edgar/data/0001090425/000109042526000021/lamr8kexhibit9912026q2.htm
- Digital billboards were about 1.6% of Lamar's displays in 2026, calculated by StatisticsGlobal from Lamar Advertising Company data. Source: Lamar Advertising Company, Lamar Advertising Company Announces Second Quarter 2026 Operating Results (Form 8-K, Exhibit 99.1) (6 August 2026, accessed 25 October 2026) https://www.sec.gov/Archives/edgar/data/0001090425/000109042526000021/lamr8kexhibit9912026q2.htm
- Clear Channel Outdoor Holdings revenue rose 8.7% to $438.0 million in Q2 2026, according to Clear Channel Outdoor Holdings. Source: Clear Channel Outdoor Holdings, Clear Channel Outdoor Holdings, Inc. Reports Results for the Second Quarter of 2026 (Form 8-K, Exhibit 99.1) (5 August 2026, accessed 25 October 2026) https://www.sec.gov/Archives/edgar/data/0001334978/000133497826000023/exhibit991-ccohearningsrel.htm
- Clear Channel Outdoor Holdings airport advertising revenue rose 14.0% to $113.6 million in Q2 2026, according to Clear Channel Outdoor Holdings. Source: Clear Channel Outdoor Holdings, Clear Channel Outdoor Holdings, Inc. Reports Results for the Second Quarter of 2026 (Form 8-K, Exhibit 99.1) (5 August 2026, accessed 25 October 2026) https://www.sec.gov/Archives/edgar/data/0001334978/000133497826000023/exhibit991-ccohearningsrel.htm
- Digital made up about 44.6% of Clear Channel Outdoor's revenue in Q2 2026, calculated by StatisticsGlobal from Clear Channel Outdoor Holdings data. Source: Clear Channel Outdoor Holdings, Clear Channel Outdoor Holdings, Inc. Reports Results for the Second Quarter of 2026 (Form 8-K, Exhibit 99.1) (5 August 2026, accessed 25 October 2026) https://www.sec.gov/Archives/edgar/data/0001334978/000133497826000023/exhibit991-ccohearningsrel.htm
- Digital made up about 37.6% of Clear Channel Outdoor's America segment revenue in Q2 2026, calculated by StatisticsGlobal from Clear Channel Outdoor Holdings data. Source: Clear Channel Outdoor Holdings, Clear Channel Outdoor Holdings, Inc. Reports Results for the Second Quarter of 2026 (Form 8-K, Exhibit 99.1) (5 August 2026, accessed 25 October 2026) https://www.sec.gov/Archives/edgar/data/0001334978/000133497826000023/exhibit991-ccohearningsrel.htm
- JCDecaux revenue was €1,953.9 million in the first half of 2026, up 5.7% on an organic basis, according to JCDecaux. Source: JCDecaux, JCDecaux H1 2026 results (30 July 2026, accessed 25 October 2026) https://www.jcdecaux.com/node/3598
- Digital made up 42.8% of JCDecaux revenue in the first half of 2026, according to JCDecaux. Source: JCDecaux, JCDecaux H1 2026 results (30 July 2026, accessed 25 October 2026) https://www.jcdecaux.com/node/3598
- JCDecaux billboard revenue was €261.1 million in the first half of 2026, up 0.8% on an organic basis, according to JCDecaux. Source: JCDecaux, JCDecaux H1 2026 results (30 July 2026, accessed 25 October 2026) https://www.jcdecaux.com/node/3598
- Billboards made up about 13.4% of JCDecaux revenue in the first half of 2026, calculated by StatisticsGlobal from JCDecaux data. Source: JCDecaux, JCDecaux H1 2026 results (30 July 2026, accessed 25 October 2026) https://www.jcdecaux.com/node/3598
- JCDecaux revenue in the UK rose 12.8% on an organic basis to €210.5 million in the first half of 2026, according to JCDecaux. Source: JCDecaux, JCDecaux H1 2026 results (30 July 2026, accessed 25 October 2026) https://www.jcdecaux.com/node/3598

Table: Results of listed out-of-home operators, Q2 and H1 2026

| Company | Period | Revenue | Growth | Digital share of revenue |
|---|---|---|---|---|
| Lamar Advertising | Q2 2026 | $616.7m | +6.5% | Not disclosed |
| Clear Channel Outdoor | Q2 2026 | $438.0m | +8.7% | About 44.6% (our calculation) |
| JCDecaux | H1 2026 | €1,953.9m | +5.7% organic | 42.8% |

Sources: Lamar and Clear Channel Outdoor Form 8-K filings (August 2026); JCDecaux H1 2026 results (July 2026). Clear Channel digital share = ($122.0m + $73.4m) / $438.0m.

## How these sources measure out-of-home advertising

Each source counts something different. Check the scope before you compare numbers.

OAAA's revenue totals are pro forma estimates for the whole US industry. They combine Miller Kaplan data, MediaRadar tracking and member company affidavits. They cover digital and static billboards, street furniture, transit, place-based and cinema. Some quarters leave out cinema detail when MediaRadar data is late.

OAAA's advertiser and category rankings come from MediaRadar alone. OAAA says MediaRadar under-reports OOH spend by about 30%. Use those dollar figures for ranking and trend, not as totals.

Outsmart's UK figures are revenue reported by its media owner members and collated by PwC. AA/WARC estimates total UK spend after discounts and before agency commission. That is why the two UK totals differ slightly.

WOO's programmatic figures come from 12 supply-side platforms reporting to PwC. They cover programmatic trading only. Company filings cover each operator's own sites and are reported in their own currencies. YouGov and Harris Poll figures are surveys of stated attitudes, not measured outcomes.


## Frequently asked questions

### How much is spent on billboard advertising in the US?

US out-of-home advertising revenue was $9.46 billion in 2025, according to OAAA. Billboards are the largest part, but OAAA does not publish a free dollar figure for billboards alone. In Q2 2026, revenue reached a record $3.16 billion.

### Is out-of-home advertising growing vs last year?

Yes. US OOH revenue rose 10.7% in Q2 2026 and about 9.1% in the first half, by our calculation from OAAA data. In 2025 it grew 3.6%. UK OOH revenue grew 12.7% in Q2 2026, according to Outsmart.

### What share of billboard advertising is digital?

Digital took 38.4% of US OOH revenue in Q2 2026, according to OAAA. In the UK the share is much higher, at 68% in Q2 2026, according to Outsmart.

### Who are the biggest billboard advertisers?

In Q2 2026 the top US OOH advertisers were Morgan & Morgan, Coca-Cola, Apple, T-Mobile and McDonald's, according to OAAA. Legal services is the largest category.

### How big is out-of-home advertising in the UK?

UK OOH revenue was a record £1.44 billion in 2025, according to Outsmart. AA/WARC puts 2025 spend at £1,426.3 million, about 3.1% of all UK ad spend.

### What is the forecast for out-of-home advertising?

AA/WARC forecasts UK OOH spend to grow 7.6% in 2026 and 2.5% in 2027. OAAA projects US OOH ad sales to grow 3.7% a year over 2025 to 2029.

## Sources

1. OAAA (Out of Home Advertising Association of America), From Coca-Cola to OpenAI, Brands Are Betting Bigger on OOH, 18 August 2026, accessed 25 October 2026. https://oaaa.org/news/from-coca-cola-to-openai-brands-are-betting-bigger-on-ooh/
2. OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Reaches Record $9.46 Billion, 17 March 2026 (corrected 26 March 2026), accessed 25 October 2026. https://oaaa.org/news/out-of-home-advertising-revenue-reaches-record-9-46-billion/
3. Outsmart, Out of Home reports highest ever annual revenue of £1.44bn in 2025 (press release, Q4 and year 2025), February 2026 (file dated 23 February 2026), accessed 25 October 2026. https://www.outsmart.org.uk/site/userfiles/File/20260223104857_Out_of_Home_Revenues_Q4_and_Year_2025_press_release_vF_002.pdf
4. OAAA (Out of Home Advertising Association of America), 2025 OOH Facts & Figures: Ad Spend Performance, April 2026, accessed 25 October 2026. https://oaaa.org/wp-content/uploads/2026/04/2025-OOH-Ad-Spend-Performance-Facts-and-Figures-FINAL.pdf
5. OAAA (Out of Home Advertising Association of America), OOH Hits New First Quarter High as Revenue Reaches $2.12 Billion Driven by Digital Growth and AI Brands, 3 June 2026, accessed 25 October 2026. https://oaaa.org/news/ooh-hits-new-first-quarter-high-as-revenue-reaches-2-12-billion-driven-by-digital-growth-and-ai-brands/
6. OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Hits Record $1.98 Billion in Q1 2025, 3 June 2025, accessed 25 October 2026. https://oaaa.org/news/out-of-home-advertising-revenue-hits-record-1-98-billion-in-q1-2025/
7. OAAA (Out of Home Advertising Association of America), Out of Home Advertising Revenue Rises to $2.86 Billion in Q2 2025, 27 August 2025, accessed 25 October 2026. https://oaaa.org/news/out-of-home-advertising-revenue-rises-to-2-86-billion-in-q2-2025/
8. OAAA (Out of Home Advertising Association of America), OOH Revenue Hits All-Time Q3 High, 2 December 2025, accessed 25 October 2026. https://oaaa.org/news/ooh-revenue-hits-all-time-q3-high/
9. Outsmart, Out of Home advertising reports 12.7% growth in revenues in Q2 2026, 3 September 2026, accessed 25 October 2026. https://www.outsmart.org.uk/keep-up-to-date/news/1027/out-of-home-advertising-reports-12-7-growth-in-revenues-in-q2-2026-1
10. World Out of Home Organization (WOO), Global programmatic DOOH market reached $1.339 billion in 2025, inaugural WOO study finds, 17 September 2026, accessed 25 October 2026. https://www.outsmart.org.uk/keep-up-to-date/news/1035/global-programmatic-dooh-market-reached-1-339-billion-in-2025-inaugural-woo-study-finds
11. YouGov, How different generations engage with ads, 21 October 2024, accessed 25 October 2026. https://business.yougov.com/content/50754-how-different-generations-engage-with-ads
12. OAAA (Out of Home Advertising Association of America), DOOH Delivers 7.5X More Reach and 10X More CPM Value Than a Super Bowl TV Ad, 7 January 2025, accessed 25 October 2026. https://oaaa.org/blog-posts/dooh-delivers-7-5x-more-reach-and-10x-more-cpm-value-than-a-super-bowl-tv-ad/
13. Outsmart, Out of Home advertising reports 15% growth in revenues in Q1 2026, 2 June 2026, accessed 25 October 2026. https://www.outsmart.org.uk/keep-up-to-date/news/981/out-of-home-advertising-reports-15-growth-in-revenues-in-q1-2026-1
14. Advertising Association and WARC, AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025, 30 April 2026, accessed 25 October 2026. https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/
15. Advertising Association and WARC, UK Advertising Investment Rises 9.3% to £11.7BN in Q1 2026, 30 July 2026, accessed 25 October 2026. https://adassoc.org.uk/our-work/uk-advertising-investment-rises-9-3-to-11-7bn-in-q1-2026/
16. Lamar Advertising Company, Lamar Advertising Company Announces Second Quarter 2026 Operating Results (Form 8-K, Exhibit 99.1), 6 August 2026, accessed 25 October 2026. https://www.sec.gov/Archives/edgar/data/0001090425/000109042526000021/lamr8kexhibit9912026q2.htm
17. Clear Channel Outdoor Holdings, Clear Channel Outdoor Holdings, Inc. Reports Results for the Second Quarter of 2026 (Form 8-K, Exhibit 99.1), 5 August 2026, accessed 25 October 2026. https://www.sec.gov/Archives/edgar/data/0001334978/000133497826000023/exhibit991-ccohearningsrel.htm
18. JCDecaux, JCDecaux H1 2026 results, 30 July 2026, accessed 25 October 2026. https://www.jcdecaux.com/node/3598