Detailed Analysis of OOH Performance Now Available in the 2024 Facts & Figures Report
OOH ad spend grew to a record $9.13 billion in 2024 producing a 4.5% increase over 2023 and setting a second consecutive record annual total. As one of the year’s growth ad channels, OOH outperformed TV, radio, magazine and newspaper, according to MAGNA.
Continuing recent yearly trends, DOOH was the biggest growth driver, increasing 7.5%. Transit (+10.6%) led OOH category growth followed by Street Furniture (+5%) and Billboards (+3.6%). Billboards remained the dominant category, generating 72% of all OOH spend in 2024.
The 2024 OOH Facts & Figures Report provides OAAA members valuable insights into OOH opportunities and prospecting strategies by helping them:
- Identify key advertising time periods and media allocations for all product categories.
- Analyze competing media channels with greater share than OOH in local markets.
- Understand forecasted growth trends for both DOOH and Programmatic OOH
The report specifically examines:
- OOH performance by category format
- Annual OOH ad spend 2009 – 2024
- Top ten product industries for OOH spend
- Top 25 product categories for OOH spend
- Top ten product category growth trends 2015 -2024
- OOH political ad spend trends 2015 – 2024
- Top OOH advertisers and parent companies, including the MegaBrands report
- Top OOH advertisers by dollar and percentage increase over 2023
- Top markets by OOH ad spend rank
- Top markets by OOH ad spend share of local ad spend
- Rank order of markets by total local media spend and spend by ad channel
- Total local rank order of all markets by media spend and OOH share of local media
- Industry product category total media spend by medium and by month
- OOH share of total core media
- Forecasted growth trends through 2029 for OOH, OOH by category, DOOH and programmatic OOH
- Projected media inflation rates for 2025
The top three markets generating the most OOH ad spend were New York ($788 billion), Los Angeles ($598 billion), and Chicago ($217 billion), while the top three markets producing the highest OOH share of total local ad spend were Rapid City, SD (64.7%), Victoria, TX (60.1%), and Casper, WY (54.81%), according to MediaRadar. New York, the largest OOH market, earns a 25.1% share of local media spend, while Los Angeles captures 24.8%.
For 2025, MAGNA projects a 4.4% growth rate for OOH, and a total media growth rate of 4.3%. Longer term, MAGNA projects DOOH will rise to 42% of all OOH by 2029, and programmatic will account for 65% of DOOH that same year.
Source: MAGNA, OAAA, MediaRadar
OAAA estimates MediaRadar under reports OOH spend by approximately 30%.
Published: April 4, 2025