Sales Tip: 2024 OOH Ad Spend Insights to Guide 2025 Business Success

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:

  1. Identify key advertising time periods and media allocations for all product categories.
  2. Analyze competing media channels with greater share than OOH in local markets.
  3. Understand forecasted growth trends for both DOOH and Programmatic OOH

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The report specifically examines:

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%.