Digital OOH, Transit, and AI Ad Investment Driving Strong Q2 Performance


August 27, 2025 (Washington, DC) – Out of home (OOH) advertising revenue grew 3% in the second quarter of 2025, reaching $2.86 billion, according to the Out of Home Advertising Association of America (OAAA). The Q2 performance boosted OOH year-to-date (YTD) growth to 2.6%. 

“OOH mirrors the cultural and social moments that shape how people spend their time,” said Anna Bager, President & CEO, OAAA. “Whether it’s on a global stage like the World Cup, national brand campaigns,  or in the center of a local community, OOH is where brands show up to connect with audiences at scale. The growth we’re seeing reflects more than revenue, it shows that advertisers trust and rely on OOH to deliver attention, relevance, and impact at the moments that matter most.”

Spending from tech and direct-to-consumer brands remained a powerful growth driver in Q2, spanning categories from streaming and e-commerce to AI-driven software and services. The surge reflects not only ongoing investments from consumer tech and streaming platforms but also the expanding role of AI in driving new engagement opportunities.

The figures point to key revenue trends and category growth areas in the quarter.

Digital OOH Drives Q2 Growth 

Digital OOH, which accounted for 36% of quarterly sales, increased 9.2% from a year ago. 

Transit and Key Categories Gain in Q2  

The Transit category generated the greatest growth against Q2 2024, increasing by 8.9%. 

Financial Services (+32.9%), Communications (+30.5%), Insurance & Real Estate (+13.8%), and Local Services & Amusements (+10.4%) were among the strongest performing industries in Q2. 

The top 10 OOH product categories in volume for Q2 were:


Six of the ten product categories experienced growth, including (in order of greatest increase): Consumer Banking, Legal Services, Architects, Contractors, & Engineers, Computer Software, Domestic Hotels & Resorts, and Hospitals, Clinics & Medical Centers.

Top Brands Increasing Spend

Ranked in order of OOH spending, the top 10 advertisers in Q2 were Morgan & Morgan Attorneys, Apple, McDonald’s, Coca-Cola, Verizon, Disney, Universal Pictures, Indeed, T-Mobile, and Comcast. 

Among the top 100 OOH advertisers, 65% increased their OOH spend from Q2 2024. Brands more than doubling their spend included FIFA, Rocket Mortgage, Geico, Mastercard, and Kia. 

Tech and DTC Brands Expand Presence 

Over one-quarter (27) of the top 100 OOH spenders were technology or direct-to-consumer brands. Leading advertisers included Apple, Verizon, Progressive, Amazon, HBO, Turo, and Netflix. 

Live Events Continue to Amplify Demand 

Major live events continued to drive OOH spending momentum in Q2. FIFA invested more than $5 million in OOH during the quarter to promote the FIFA Club World Cup. With the 2026 World Cup approaching, global advertisers are increasingly turning to OOH to capture the attention of fans during shared live moments.

OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and MediaRadar (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboards, street furniture, transit, place-based, and cinema advertising.

For more information about specific category spend, please contact Steve Nicklin at [email protected] or (202) 833-5566.

About OAAA

The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City.

Media Contact

Cassady Nordeen

[email protected]

718-644-0273

Published: August 27, 2025

The Out of Home Advertising Association of America (OAAA) is pleased to announce the esteemed jury for this year’s OOH Media Plan Awards, an industry-leading program celebrating outstanding media strategy, placement, and execution since its launch 25 years ago.

This year’s jurors include a distinguished lineup of professionals whose diverse expertise spans media, agencies, technology, brand stewardship, and innovation:

“Out of home has a unique ability to connect with audiences in powerful and memorable ways,” said Maria Givens, VP, Head of Media, Digital & Platforms, NA, Bayer. “I am honored to join this year’s jury and look forward to recognizing work that pushes creative boundaries while delivering measurable business results.”

Drawn from both OAAA’s Brand and Agency Councils, as well as OAAA’s membership, this year’s jury reflects a dynamic cross-section of leaders shaping the future of out of home advertising. Their combined expertise spans creative development, media strategy, data-driven planning, and brand leadership, ensuring each campaign is evaluated through multiple expert perspectives.

“OAAA’s OOH Media Plan Awards highlight the best thinking in our industry,” said Olivia Oshry, SVP Marketing & Communications, OAAA. “This year’s jury brings together incredible talent from across our community who understand the art and science behind impactful campaigns. We look forward to seeing the innovative ideas and strategies that will rise to the top.”

Entries are complimentary. The call for entries runs through September 5, 2025. To be eligible, campaigns must have appeared on OOH media between July 1, 2024 and June 30, 2025 and must not have been submitted in previous OOH Media Plan Awards competitions. Last year, the coveted Media Plan of the Year honor went to the Charli XCX’s Brat Wall campaign, a bold partnership between Colossal Media and Warner Records that transformed a Brooklyn wallscape into a viral sensation, driving social conversation and fan engagement worldwide.

Winners will be revealed at The Advertising Club of New York’s OOH:NOW event on December 3, 2025.

For campaign guidelines, submission instructions, or to enter, click here. 

Published: August 19, 2025

 Fourteen Students Named To Receive 2025-2026 FOARE Scholarships 

The Foundation for Out of Home Advertising Research and Education (FOARE) announced the 14 students who will receive Foundation scholarships for the 2025-2026 academic year. The FOARE Scholarship Program supports the education and career goals of those who are part of the out of home (OOH) advertising industry family as well as students who may have an interest in the industry or be in a position to shape its future. Since the program was established in 2001, 248 students have received FOARE scholarships. 

The following recipients have been awarded $5,000 scholarships for the 2025-2026 academic year. 

General Scholarships 

Dylan M. Michaud, from Waldwick, NJ, is beginning his freshman year and studying Communications at the University of Rhode Island in Kingston, RI. Dylan’s mother, Christie Coleman, is the head of risk management at OUTFRONT Media. Dylan, who is planning a career in the out of home advertising industry, looks to his mother as a role model. Dylan was diagnosed with ADHD in second grade. He refers to his ADHD as a “learning curve.” Although ADHD proved frustrating at an early age, that changed in high school and he is now grateful for his ADHD. “It has helped me in many ways,” he wrote. “I have learned that having a learning disability is not the end of the world. I plan to show everyone that having a learning disability and ADHD actually makes me better at my job. I’m confident that I can adapt to any situation and overcome any obstacle.” Dylan has been a member of the varsity lacrosse team at his high school since freshman year and served this past year as the team captain. 

Brooklyn J. Miller, from Canonsburg, PA, is entering her freshman year at Duquesne University, in Pittsburgh, PA with plans to major in Marketing with a minor in Environmental Studies. Her stepmother, Natalie Miller, is an attorney for Clear Channel Outdoor. Brooklyn wrote that she embraced all opportunities presented to her in high school. “I excelled in academics, taking honors and advanced placement courses, played the piano and sang in various choirs,” she wrote. “In my senior year, I taught myself the saxophone so that I could participate in the marching band. I grew into a leader in the music department and earned the roles of first chair of my section in band and section leader in the Bella Voce, our audition choir.” As much as she loves music, she is also passionate about environmental issues and hopes to pursue a career helping environmentally conscious brands “get their message out to the world, grow their revenues, and encourage other brands to do the same. I am sure that in this career, the out of home advertising industry will be huge part of the work I will pursue.” 

Isabelle F. Reardon, from Saint Peters, MO, is entering her freshman year at Illinois College, in Jacksonville, IL and plans to major in accounting. Her father, Bob Reardon, has worked 20 years for OUTFRONT Media and currently works as a sign erector. Her grandfather, Rich Bauer, who is now retired, worked at the company for more than 25 years as a bill poster. Isabelle wrote that she loves working with numbers and figuring out solutions to problems. She realizes that she will have to work her way up to achieve the career objectives she has set for her life. Although Isabelle initially hopes to become a certified public accountant, her ultimate goal is to become a certified financial officer of a company. “I want to become a part of something that has success and has a culture,” she wrote. “As I work my way up into high positions, I want to be a mentor to those around me.” Isabelle recognizes that there may be obstacles along the way. “I know that it will not be easy to get there considering gender roles and favoritism/seniority in workplaces, but I will push through to get to where I want to be.” Isabelle also was active in high school sports playing tennis, golf, swimming, and soccer. 

Zachary A. Schwartz, from New Rochelle, NY, is entering his junior year at The Ohio State University in Columbus, OH, and is majoring in Criminology and Criminal Justice Studies. He is the son of Mitch Schwartz, who works for OUTFRONT Media as the vice president of government affairs for the eastern U.S. and Canada. Zachary believes that out of home advertising may offer an avenue to discourage people from committing crimes. “Impactful message OOH advertising could make a difference in the lives of people with a tendency to criminality or those that have already been in the criminal justice system,” he wrote. Zachary’s internship this summer at the Bronx Hall of Justice has reinforced his view that OOH advertising can have a life-changing impact on people’s lives for the better. “It is truly eye opening to see what happens to the youth emanating from oppressed communities in society that fundamentally lack the resources and avenues for help,” he wrote, “and I believe this detrimental society occurrence can be combatted through reform campaigns in the OOH industry. My knowledge of, and commitment to, the out of home industry continues to grow due to the positive impact it can have on people’s behavior and lives, and therefore on society as a whole. I am excited to see where this takes me and what comes next.” Zachary also has been very active in his community working to help provide food and toiletries for the homeless community. He also committed time to volunteer for Best Buddies to assist children with disabilities, including teaching them to play baseball, and he has helped to raise money for the American Cancer Society. 

Emily N. Wheat, from Lutz, FL, is entering her freshman year at the University of South Florida in Tampa, FL, and plans to study graphic design. Emily’s connection to the out of home industry is her step-grandfather, Lou Musica, who works at Clear Channel Outdoor. Emily wrote that she grew up fascinated with visual arts and began drawing as soon as she could pick up a pencil. She said that her step-grandfather has been a “great inspiration for me” and encouraged her to continue art as a hobby and a future career. She acknowledged struggling in school because of having an autism spectrum disorder (ASD), but her determination has helped her to succeed in school and with her art. “I plan to continue creating art that I am passionate about,” she said. Her work has already included many advertisements and layouts demonstrating her ability to create effective visuals for an audience. She has won numerous contests throughout high school. She realizes that AI may have an impact on her career, but she said she will not allow this to interfere with achieving her goals. “I believe there is still a place for human creativity to shine through,” Emily wrote. 

The Allman Family Business Development, Marketing, and Sales Scholarship 

Matthew S. Largent, from Casper, WY, was selected to receive the Allman Family Business Development, Marketing, and Sales Scholarship. The Allman Family Scholarship, established by Don and Cathy Allman, recognizes the important link between sales, marketing, and business development. Matthew is pursuing an MBA at the University of Wyoming in Laramie, WY. He has worked at YESCO Outdoor Media since 2020 and currently manages their billboards and clients in Wyoming and South Dakota. He is hoping to build a lifelong career in the out of home advertising industry. “The Allman family’s dedication to sales, marketing, and business development within the OOH industry is truly inspiring,” Matt wrote. “Their vision of recognizing the critical link between these disciplines is essential for driving innovation and achieving sustainable growth in this dynamic sector.” He added that the industry will need “exceptional leadership” over the next 50 years given technological advancements and generational shifts in the workplace. “I believe that my MBA studies will equip me with the necessary skills and knowledge to become a future leader in this industry. I am committed to contributing to the ongoing evolution and success of this industry.” In addition to working and studying, Matt still finds time to coach a co-ed basketball team of 4–5-year-olds and volunteers 2-3 hours each week to guide young men ages 15-18 in various activities to support their social, intellectual, and physical growth. 

The Vern and Elaine Clark Outdoor Advertising Industry “Champion” Scholarship 

Zachary B. Steiner, from Berkley, MI, was named the recipient of the Vern and Elaine Clark Outdoor Advertising Industry “Champion” Scholarship. The scholarship recognizes a student who demonstrates through their academic life, community activities, and career goals the skills that made Vern Clark, a long-time industry champion, successful in his efforts. Zachary is entering his freshman year at Michigan State University and plans to study finance. Zachary’s mother, Kimberly Gerund-Steiner has worked in the OOH advertising industry for 23 years at OUTFRONT Media in Detroit, MI. “This industry has been a major part of my life growing up because of my mom and her career with the OOH industry,” he wrote. “I feel like I have worked in this industry, too.” As a child, his mother would sometimes take him to work so he could observe how the business was conducted. He was even featured at the age of 8 with his mother in a digital board ad. “This was definitely a cool experience I will never forget,” he wrote. Zachary has played hockey and lacrosse in high school and was team captain this year for the varsity hockey team. He is considering playing college hockey, too. Balancing school with sports has taught him how to stay organized and manage his time; but it also has taught him what leadership means. “Being part of a team and showing up for every game or practice helped me become more responsible and committed to my goals,” he wrote. He also has spent time teaching younger children how to play sled hockey. He said this gave him a new understanding of the “different challenges people face and how important it is to support and encourage them. Volunteering made me realize the value of helping others and how even small actions can make a big difference in someone’s life.” 

The Nancy Fletcher Leadership Scholarship 

Caroline F. Sumner, from Greensboro, NC, was named the recipient of the Nancy Fletcher Leadership Scholarship. The scholarship is awarded to a woman with a specific connection to the OOH industry, who has demonstrated leadership qualities and skills. The scholarship recognizes the work of Nancy Fletcher, who served for 28 years as the President and CEO of the Out of Home Advertising Association of America (OAAA). Caroline is entering her senior year at Appalachian State University in Boone, NC and is majoring in Environmental Science. Caroline’s father is an account representative at Lamar Advertising. Caroline said her interest in working in the environmental field was reinforced by the damage caused in western North Carolina last year by Hurricane Helene. “I can use my degree in environmental science to help communities recover from natural disasters and work to ensure their environment is safe and habitable,” she wrote. Caroline noted that she was able to help with local stream recovery research following the hurricane. “Communities within western North Carolina are deeply connected with the natural environment and this natural disaster completely changed the landscape of the area. Understanding the impacts of this event is extremely important in allowing nature to recover as well as to revive the center of our community. Doing research which is engaged to the community and assisting in rebuilding the community is extremely rewarding.” It should come as no surprise that she looks to Rachel Carson, the author of Silent Spring, as a role model. “The field of environmental science is still filled with misconceptions to the public,” she wrote. “Rachel Carson used a book to bring environmental understanding to the entire country. Carson not only used her writing to provide people with important knowledge, but she also shifted people’s perspectives about humans’ role and impact on the environment. Her work encourages me as someone who is passionate about making change. Carson’s use of writing to bring scientific literacy to millions of people influences me to think outside of the typical perception of a leader and use my own strengths to enhance change within my field.” 

The Ruth Segal Scholarship 

Sarah A. Oburu, from Philadelphia, PA, has been named the recipient of the Ruth Segal Scholarship. Sarah is studying for a Masters of Public Administration (MPA) at the University of Pennsylvania in Philadelphia, PA. The Ruth Segal Scholarship was established to recognize a student studying social services, political science, communications, law, or a related discipline. The scholarship is named after a long-time member of the Out Of Home Advertising Association of America (OAAA) staff, who worked tirelessly to educate federal and state policymakers about the OOH advertising industry. Sarah noted that her academic study gives her a deep understanding of public policy, urban planning, and stakeholder engagement – “skills that align closely with the OOH advertising industry.” “From navigating regulatory frameworks and zoning laws to analyzing community impact and fostering public-private partnerships, my training allows me to approach OOH strategies with a unique lens of civic awareness and data-informed decision-making,” she wrote. Sarah believes that diversity plays a critical role in solving problems and educating policymakers. “Diversity is not just about race, gender, or socioeconomic background,” she said, “it is about how we think, what we value, and the varied ways we approach problem solving. When institutions prioritize intellectual and experiential diversity, they unlock innovation, deepen empathy, and ultimately catalyze change.” She added that policy cannot be effective if it is created in an “echo chamber.” “It must be shaped by people with different perspectives – those who question assumptions, challenge norms, and reimagine what’s possible,” Sarah said. “My academic and professional journey, from Capitol Hill to the classroom, has shown me that some of the most powerful solutions arise when unlikely voices are given the chance to speak and be heard.” Sarah’s ultimate aspiration is to serve as the U.S. Attorney General by 2041.

The Joseph Zukin Jr. Educational Opportunity Scholarship 

Two students have been named to receive the Joseph Zukin Jr. Educational Opportunity Scholarship for 2025-2026. The scholarship was established in 2021 to recognize the work ethic and commitment to community engagement that were hallmarks of the life of Joseph Zukin Jr., who was inducted into the OAAA Hall of Fame in 2013. Although his career in out of home advertising began in 1968, Mr. Zukin’s career spanned more than half a century and included starting several business ventures, including an amusement park, service stations, and radio stations – all of which reflected and contributed to the unprecedented economic boom in California following World War II. One of Mr. Zukin’s defining traits was his compassion for others, especially those who might need a helping hand. He always believed in treating all people with respect and honesty and that all people are equal. 

Isabel T. Nguyen, from Boston, MA, who will be entering her sophomore year at the University of Massachusetts in Boston, MA, in pursuit of a degree in Finance, has been designated to receive the Joseph Zukin Jr. Educational Opportunity Scholarship. Isabel is a first- generation Vietnamese American who has worked to overcome family tensions and unresolved traumas associated with war and displacement. “I did not grow up with a family member that supported my dreams or ambitions when I tried having heartfelt talks about my future and current living situation,” she wrote. Instead, she was told by her family that she was “too American” or “too emotional.” Isabel came to the conclusion that education was the way to change this cycle. “My only control in the chaos was continuing my education,” she wrote. “It was my way of breaking through the barriers created by my background and life at home. This realization lit a fire in me where I knew that I did not want to be defined by where I came from. My background may have given me a disadvantage in life, but it certainly gave me motivation and discipline in school. College became the clearest path towards that goal. I knew that this was the only opportunity where I could build a life that I’m proud of – one with stability, freedom, love, and the ability to help others who feel stuck in the same cycle as me.” Isabel’s goal is to start her own large-scale business. She already is on the way to achieving that goal as she operates an online vintage and second-hand clothing store. Isabel is also working to help others who share the same experiences. She is serving as a mentor to incoming freshman business students and has been active as a leader at the Asian Student Center organizing community-based programs to boost Asian student engagement and inclusion. “To me, thriving means being financially independent, breaking the generational cycles of poverty, and uplifting marginalized communities,” she wrote. “I aspire to be a resource for others, a role model, and a catalyst for change showcasing that no matter the previous challenges faced, we can always create the opportunities to uplift ourselves and our communities.” 

Heema S. Solanki, from Harker Heights, TX, who will be entering her junior year at the University of Texas at Austin in pursuit of a degree in Advertising, also has been designated to receive the Joseph Zukin Jr. Educational Opportunity Scholarship. While a student at Central Texas College, a community college, Heema began a passion project, called Thrifting My Way, a digital magazine project focused on sustainable fashion choices. Little did she realize at the time that this project would become the catalyst for her academic and professional journey in life. “What started as a creative outlet during community college, posting thrift finds and styling tips, quickly transformed into a growing platform focused on environmental awareness, conscious consumerism, and community awareness,” she wrote. “I realized I wasn’t just curating outfits; I was shaping a message, a voice, and brand to overcome a growing environmental issue.” This experience showed Heema the impact of strategic communication. “I saw firsthand how a single post could inspire someone to shop second-hand or rethink their buying habits,” she said. “That ripple effect showed me the power of well-executed messaging, and it made me want to dive deeper into the world of branding and advertising.” This prompted her interest in seeking a degree in Advertising and has helped her appreciate how out of home advertising can shape public perception and drive engagement. “I am most interested in converging traditional advertising formats, like billboards with digital innovations to create more immersive, location-based experiences,” she wrote. “Whether it’s designing a transit ad that speaks to daily commuters or leveraging data to reach a target audience, I see OOH as a powerful medium to tell brand stories in the real world and I’m committed to being a part of that evolution.” Seeking a college education is not just about getting a degree, Heema added. “It’s about turning a personal passion into a professional path. But, it all started with that one moment realizing that my voice, my culture, and my creativity had a place in this industry.” 

The Eric M. Rubin Scholarship 

Macayla L. Moore, from Springfield, OH, has been designated to receive the Eric M. Rubin Scholarship. The scholarship is awarded to a student currently attending a law school or who has been accepted into a law program and is committed to enroll in a law school It recognizes the life work of Eric Rubin who has been acknowledged as the nation’s leading authority on out of home advertising law, and he is recognized for developing this distinct area of media law. For decades, he served as legal counsel for the Out of Home Advertising Association of America (OAAA). Macayla, who received a B.A. in International Studies and French from the Ohio State University, will be entering her first year of law school this fall at Case Western Reserve University in Cleveland, OH. Macayla said her interest in law is grounded in a desire to work in areas related to media regulation, consumer rights, and international advertising standards. “My experiences in writing, communication, and brand-facing customer service roles have sharpened my ability to craft messages that resonate with diverse audiences – mirroring the challenges faced by OOH campaigns that must be both eye-catching and impactful in a matter of seconds,” she wrote. “I am particularly fascinated by the evolving role of OOH advertising in the digital age, and I am eager to contribute to the industry’s future through a lens that bridges legal insight, cultural understanding, and strategic communication. Whether advocating for inclusive public messaging or helping shape the legal framework around digital signage and civic space, I see OOH media as a vital tool for connection and community impact.” In preparation for studying law, Macayla has worked as an intern for Legal Aid of Southeast and Central Ohio. She also has participated in a wide range of campus activities at Ohio State that included the Ohio Innocence Project that promotes awareness and educates college students on wrongful conviction. She also was active in the Sociology and Criminology Club, the International Affairs Scholars Program, and the Collegiate Council on World Affairs. Macayla played a key role in IGNITE Women in Politics where she worked to encourage women students to engage with politics and organized workshops and advocacy campaigns to address issues affecting women and underrepresented communities. When she was not working part-time to help fund her education while also attending school, she also volunteered time with the Community Refugee and Immigration Service where she mentored children helping them adapt to their new environment, lives, and schools. 

The Reagan Family Scholarship Endowment 

Two students have been designated to receive the Reagan Family Scholarship Endowment. The Reagan Family Scholarship was established with FOARE in 2014 by The Reagan Foundation, a Utah non-profit corporation. The Reagan Family, which established the Reagan Foundation, are the founders and operators of the Reagan Companies, an out of home (OOH) advertising company that operates in Salt Lake City, Utah; Austin, Texas; and Las Vegas, Nevada. The scholarship was established to recognize the contributions of The Reagan Foundation to the OOH advertising industry. The Endowment is intended to help groom a new generation of leaders and managers in understanding the standardized OOH advertising industry, primarily in the area of billboards. The two students will share a $5,000 scholarship. 

Andrew R. Rauschhuber, from Cameron, TX, is seeking an M.S. in Public Service and Administration at the University of Texas in Austin, TX. Andrew’s career goal is to be a “lifelong, committed public servant.” His career goals will focus more specifically on developing master plans. “My goal is to reach a point in my career where I don’t just need to read it; rather, I will hold a position where I am able to add to it. I want to be the one to impact the next generation’s experience just like it affected my community by those before me. “ 

Erin M. Moore, from Salt Lake City, UT, is seeking a Masters in City and Metropolitan Planning (MCMP) at the University of Utah in Salt Lake City, UT. She said she chose this area of study to help cities become more resilient and sustainable. “Planners use creative means to make cities more livable, healthy, and engaging places to be, and it is that element that attracts me to this occupation as a way to problem-solve for our communities.,” she wrote. She stressed the need to plan for sustainable food systems and identified a cooperative effort with the out of home advertising industry that could help communities achieve these objectives. She pointed to a local farmer who was buying up as much land as he could to preserve the agricultural use of the land since so much was being lost to development of homes and commercial spaces. To help pay for the land, the farmer used billboards to generate additional non-farm income on the space. “It’s this kind of problem solving that I want to do as a planner, so that it isn’t just up to individuals like farmers to face their problems alone,” she wrote. “I think it is vital that local governments and their collaborators consider how they can use their power and influence to help people who just want to keep providing an essential resource to the community.” 

Published: August 8, 2025

New OAAA Study Finds Consumers are Traveling as Much, or More, than Pre-Pandemic 

WASHINGTON, D.C. – July 9, 2025 – The Out of Home Advertising Association of America (OAAA) today released its 2025 Travel and OOH Impact Study, conducted in partnership with The Harris Poll.

The new study reveals that daily travel has not only returned post-pandemic, but it’s accelerating, with nearly 4 in 10 consumers driving more today than before COVID. Eighty-three percent of U.S. adults and nearly 9 in 10 Gen Z adults are planning leisure trips in the months ahead. As people hit the road and take to the skies, out of home (OOH) ads are catching their attention, shaping their plans, and sparking everything from destination ideas to hotel bookings, whether spotted on a billboard, bus stop, or airport wall.

For marketers looking to reach consumers on the move, the findings reinforce OOH’s unique ability to influence travel behavior in real time. OOH delivers high-impact messages at the exact moments decisions are being made.

“More than half of consumers say they have added a destination to their bucket list after seeing it in an OOH ad on highways, city streets, or airport concourses. That makes OOH a powerful trigger for discovery and purchase,” said Anna Bager, President and CEO, OAAA. “These findings show that when brands need to drive real-world action, OOH is the media that moves people.”

The study highlights four key trends shaping the role of OOH in the current travel season.

Consumers Are Out and About
Americans are highly mobile and actively engaging with the world around them.

Travel Momentum Is Building

Vacation plans remain strong, and for many, spending is up.

OOH Travel Ads Inspire Action
Travel-related OOH ads are not only memorable. They drive decisions.

Airport OOH Ads Leave a Lasting Impression
In airports, OOH continues to command attention and spark action.

As Americans move through airports, highways, and cities, OOH is guiding them every step of the way, turning everyday travel moments into discovery and inspiration for what’s next. It is driving awareness, intent, and decision-making when it matters most.

For more information or to access the full report, contact Steve Nicklin at [email protected] or 202-833-5566.

About OAAA

The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City.

Media Contact

Cassady Nordeen

[email protected]

718-644-0273

Published: July 9, 2025

Senior agency leaders will provide strategic counsel to advance OOH in today’s evolving marketing landscape

WASHINGTON, D.C. – DATE, 2025 –  The Out of Home Advertising Association of America (OAAA) today announced the launch of its first-ever Agency Council, a strategic advisory group of senior leaders from top advertising agencies. This key initiative is designed to deepen collaboration and further strengthen ties between the agency community and the out of home (OOH) industry, to better support the continued momentum of OOH, which has experienced 16 consecutive quarters of growth.

OAAA’s Agency Council will provide industry guidance on emerging media trends, investment and planning strategies, and evolving brand priorities. This distinguished group will convene in close-door sessions to deliver candid insights, feedback, and forward-looking recommendations. Additionally, members will actively contribute to OAAA’s thought leadership, programs and initiatives, partnering closely with the leading OOH trade association on behalf of its 850-plus members.

“As media becomes more fragmented, OOH stands out as a powerful connector, bridging physical presence with digital impact,” said Anna Bager, President and CEO, OAAA. “The Agency Council will play a critical role in guiding how we amplify that value across the advertising ecosystem, ensuring OOH continues to lead with relevance, innovation, and increasing investment.”

OAAA’s Agency Council founding members include:

“Out of home is uniquely positioned to deliver real-world relevance at scale, something brands are craving as they seek more authentic connections,” said Katerina Sudit, Global Chief Media Officer, MRM Media. “The OAAA Agency Council is an exciting opportunity to bring agency voices to the forefront and ensure OOH is not just part of the media mix, but a driving force within it.”

This launch builds on the success of OAAA’s Brand Council, which was established to foster closer connections between advertisers and the OOH industry. The Brand Council has played a pivotal role in elevating OOH’s relevance by delivering critical insights on consumer behaviors, media strategy and activation, and creative innovation. Its members include leaders from Allstate, Swarovski, Warner Bros. Discovery, Novartis, Starbucks, Diageo, JPMorgan Chase, L’Oréal, and more.

Together, these ever-growing councils create a comprehensive network of agency and brand leaders committed to advancing OOH as a dynamic, data-informed, and creatively rich medium. This unified commitment ensures out of home continues to stand at the center of modern media strategies, driving results, relevance, and lasting impact.

Learn more about the Agency Council and its mission here. 

About the Out of Home Advertising Association of America (OAAA)

The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit https://oaaa.org.

Media Contact

Cassady Nordeen ([email protected])

Published: July 8, 2025

OOH Sees 16th Consecutive Quarter of Growth; Digital OOH Surges 9% Year-over-Year

WASHINGTON, D.C. – JUNE 3, 2025 –  The U.S. out of home (OOH) advertising industry posted its highest-ever Q1 revenue, reaching $1.98 billion, according to new data released today by the Out of Home Advertising Association of America (OAAA), the leading trade group representing the entire OOH advertising industry. The figure represents a 2% increase compared to the same quarter the previous year, extending the industry’s growth streak to 16 consecutive quarters.

Following a record-setting $9.1 billion in OOH revenue in 2024, the channel’s momentum carried into 2025 with a historic first quarter. Digital OOH (DOOH) accounted for more than 34% of total ad spend for the quarter and grew by 9%, reaffirming its role as a key growth driver for the industry. Among OOH formats, Street Furniture led with a 5.5% year-over-year increase, followed by Transit (3.4%) and Place-Based media (3.2%).

“This is a strong start to the year, reinforcing the strength,  adaptability, and overall growth trajectory of OOH,” said Anna Bager, President and CEO of OAAA. “Marketers are increasingly turning to OOH for its creative impact, digital flexibility, and ability to drive real results.”

Top Spending Categories and Advertisers in Q1 2025

Ranked by total spend, the top 10 advertisers in OOH for Q1 were:

  1. M&Ms
  2. Apple
  3. Morgan & Morgan Attorneys
  4. Verizon
  5. McDonald’s
  6. Samsung
  7. Disney
  8. Dunkin’
  9. Universal Pictures
  10. T-Mobile

Over 60% of the top 100 OOH advertisers increased their spend compared to Q1 2024. Seventeen advertisers more than doubled their investment, including (in descending order): Boost Mobile, Rocket Mortgage, Turo, M&Ms, Wingstop, Sprouts Farmers Market, TopDog Law, Nike, HelloFresh, Spectrum, Tiffany, Progressive, New York University, AT&T, Eli Lilly, Universal Hotels & Resorts, and Verizon.

Six of the top 10 product industries increased in volume, led by:

These gains reflect OOH’s continuing strength across a broad range of consumer-facing sectors. Legal Services remained the highest-volume product category in OOH spend. Additionally, four of the top 10 product categories posted double-digit growth:

Boost Mobile, Rocket Mortgage, and Turo were new to Q1 OOH spending compared to the same period last year. Six advertisers increased their OOH spend by more than $2 million during the quarter. Ranked in order, they were: M&Ms, Verizon, Boost Mobile, Morgan & Morgan Attorneys, Universal Hotels & Resorts, and AT&T.

Over one-quarter (27%) of the top 100 OOH spenders were technology or direct-to-consumer brands. Twelve of these finished among the top 30 by total spend: Apple, Verizon, Samsung, T-Mobile, Netflix, Max, AT&T, Amazon, Hulu, DoorDash, Boost Mobile, and Comcast.

OAAA publishes complete industry revenue estimates using data from Miller Kaplan and MediaRadar (which does not adjust for changes in data sources), as well as public reporting from member companies. These estimates encompass spending across digital and static billboards, street furniture, transit, place-based, and cinema advertising, as well as product category and advertiser segmentation.

For more information about category spend, please contact:

Steve Nicklin, [email protected] | (202) 833-5566

About the Out of Home Advertising Association of America (OAAA)

The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit https://oaaa.org.

Published: June 4, 2025

Bank of America and Istrouma awarded Grand Prizes 

Washington, D.C., May 8, 2025 — The Out of Home Advertising Association of America (OAAA) proudly announced the winners of the 2025 Local Case Study Awards this week during its annual Media Conference in Boston. The awards honor campaigns that effectively harnessed out of home (OOH) advertising to drive business success, showcasing exceptional creativity, strategic audience targeting, and measurable impact across the OOH landscape.

Since its inception, the OAAA/Geopath Local Case Study Awards have honored OOH’s power to fuel business growth and deliver real-world results. This year’s competition showcased a diverse range of innovative campaigns across industries, illustrating the evolving role of OOH in connecting with consumers through creative formats and strategic placements.

The coveted Grand Prizes of the 2025 Local Case Study Awards were awarded to Rae Aylesworth of OUTFRONT Media for Bank of America’s Boston Marathon ‘Human Sponsorship’ campaign in Boston, MA, and Brittany Sadlouskos of DAA Media & Marketing for Istrouma at Sugar Farms for its relaunch campaign in Baton Rouge, LA. Both winners were celebrated on stage at the conference, where they accepted their awards and offered insights into the strategies and impact behind their successful campaigns.

Bank of America’s “Human Sponsorship” Campaign

As the new presenting sponsor of the Boston Marathon, Bank of America launched the “Human Sponsorship” campaign to highlight the personal stories of charity runners and inspire community support. With over 300 OOH placements across billboards, transit, and street furniture, the campaign transformed Boston into a platform for giving.

The campaign resulted in a record-breaking $71.9 million raised for 168 charities, marking a 78.4% YoY increase and 268,000 individual donations processed. By positioning OOH at the core of a multi-channel effort, Bank of America showcased the power of purpose-driven advertising to drive meaningful social impact.

Istrouma at Sugar Farms Relaunch Campaign

Following a summer closure, Istrouma at Sugar Farms launched a refreshed brand identity alongside a targeted OOH campaign designed to boost local awareness and drive foot traffic. The creative focused on the venue’s unique blend of food, farm, and family-friendly experiences, with strategic placements within a 5-mile radius of the property.

The campaign resulted in a 136% YoY increase in foot traffic in December and a 30% increase in sales. With 95% of visitors being new, Istrouma’s OOH strategy successfully reintroduced the venue to the community and attracted fresh audiences.

Alongside the Grand Prize winners, five finalists were also acknowledged for their outstanding campaigns:

“The 2025 Local Case Study Awards showcase how out of home advertising continues to drive business success in today’s local media landscape,” said Anna Bager, CEO of OAAA. “This year’s winners demonstrate the incredible potential of OOH to foster deep consumer engagement and achieve impactful results. We’re excited to honor campaigns that push the boundaries of creativity and deliver real-world business outcomes.”

Visit our library of Local Case Studies to explore how brands are leveraging OOH to achieve impactful results for local businesses.

Published: May 7, 2025

Former OUTFRONT Media CEO Jeremy Male and Clear Channel Outdoor’s CMO Dan Levi Recognized with Top Honor for Their Lasting Influence and Visionary Leadership 

WASHINGTON D.C., May 7, 2025 — The Out of Home Advertising Association of America (OAAA) paid tribute to its most influential leaders, visionaries, and rising stars, with the presentation of the biennial OOH Industry Awards. These awards, which were presented last night at the 2025 OAAA OOH Media Conference, are given to individuals who have added to the legacy of the OOH industry with extraordinary contributions made over many years. 

The Myles Standish Distinguished Achievement Award for Excellence, the industry’s highest honor, was presented to Jeremy Male, Former CEO and President of OUTFRONT Media. Over nearly three decades, Male led some of the world’s most respected OOH organizations, guiding OUTFRONT’s transformation from a CBS division into a publicly traded powerhouse. His leadership spanned a major rebrand, a digital expansion boom, and landmark partnerships like the MTA deal in New York. Known for his strategic vision, calm leadership, and deep commitment to the OOH community, Male’s legacy is felt across the entire industry.

The L. Ray Vahue Marketing Award of Merit was awarded to Dan Levi, EVP and Chief Marketing Officer at Clear Channel Outdoor Americas, for outstanding leadership in marketing innovation. Levi has been a catalyst behind Clear Channel’s evolution into a data-driven marketing leader, pushing audience-based planning and measurable attribution to the forefront. As Outgoing Chair of the OAAA Marketing Committee, Levi continues to drive creativity, innovation, and real business growth for the industry.

“OAAA is proud to celebrate these remarkable leaders whose passion and vision are shaping the next chapter for out of home,” said Anna Bager, President & CEO of OAAA. “Each award represents a legacy of innovation, leadership, and an unwavering belief in the power of this medium and in the enduring power of presence to connect brands, communities, and consumers in meaningful ways.”

OAAA Hall of Fame Inductees

Established in 1991, the OAAA Hall of Fame honors individuals whose impact on the OOH industry stands the test of time. The 2025 inductees are:

Enza Chiodi, Talon Outdoor

A 15-year industry leader, Chiodi has driven creativity, strategic innovation, and measurable impact, all while inspiring and mentoring the next generation.

Steve Gallow, Media Resources
A pioneer in technology and engineering, Gallow led the charge from hand-painted signs to digital billboards, helping revolutionize the future of out of home.

JJ Johnson, Clear Channel Outdoor
From bill poster to regional president, Johnson’s 40-year career is marked by market growth, policy leadership, and community-driven service.

John Miller, Lamar Advertising Company
A strategic force behind Lamar’s success, Miller has driven sales and marketing strategy and helped shape national initiatives through key industry roles.

Don Riley, Lamar Advertising Company
Over four decades, Riley modernized legislation, expanded markets, and mentored teams with steady leadership across the Southwest.

Scott LaFoy, Link Media
An industry advocate and current President and CEO of Link Media, LaFoy has led with integrity, passion, and strategic insight for nearly 40 years.

Pudge Roberts, Coastal Outdoor Advertising
A visionary builder of markets and digital networks, Roberts has shaped his 35-year career with energy, creativity, and grit.

Rising Star Award Honorees

The Rising Star Awards, launched in 2019, shine a light on emerging leaders under 40 who are already making waves across the industry. The 2025 honorees are:

Nicolette Leonardis, Vertical Impression
As President and Co-Founder, Leonardis has led the company from startup to largest elevator advertising network in Canada—and one of the fastest-growing in the U.S. She is helping reshape how brands connect with audiences across North America.

Adam Malone, Screenverse
A 14-year veteran of OOH innovation, Malone helped build the first online buying platform at DOmedia and now drives programmatic revenue across 100,000+ digital screens as President of Screenverse.

For more information about OAAA leadership and initiatives, visit OAAA.org.

About Out of Home Advertising Association of America (OAAA)

The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit https://oaaa.org.

Published: May 7, 2025