OOH ad revenue totaled $9.1 billion in 2024 which was a 4.5% increase over 2023. This was the first time OOH revenue exceeded the $9 billion mark in the history of the medium.
DOOH accounted for 34% of total OOH ad spend and grew by 7.5% in 2024, reinforcing its role as a major growth driver. While DOOH continued to fuel industry momentum, OOH also saw gains across key segments, including Billboards, Transit, and Street Furniture. Transit led OOH category growth with a 10.6% increase.
In 2024, half of the top ten advertising product industries grew by double digits including (in order of percentage growth) Communications, Government Politics & Organizations, Retail, Automotive Dealers & Services, and Local Services & Amusements. Notably, political advertising generated record OOH spending in a presidential election year.
The OOH top ten advertising categories in 2024 (ranked by spend) were:
- Legal Services
- Hospitals, Clinics & Medical Centers
- Domestic Hotels & Resorts
- Quick Service Restaurants
- Consumer Banking
- Colleges & Universities
- Local Government
- Chain Food Stores & Supermarkets
- Television & Cable TV
- Live Theater, Opera, Music, and Dance
Legal Services led with a double-digit increase of 16%, while Chain Food Stores & Supermarkets saw a 15% spending boost.
Ranked in order of OOH spending, the top 10 advertisers in 2024 were Apple, McDonald’s, Amazon, Coca-Cola, Verizon, Disney, Morgan & Morgan Attorneys, Hotels.com, Google, and Samsung.
Other notable findings include:
- 60% of the top 100 OOH advertisers increased their OOH spend compared to 2023.
- 13 advertisers more than doubled their OOH investment, including (ranked by percentage increase): Stripe, Old Navy, Honda, Nike, Hotels.com, Carnival, Turo, 7-Eleven, QuikTrip, Molson Coors, VRBO, Total Wine & More, and Meta.
- More than 25% of the top 100 OOH spenders were technology or direct-to-consumer brands, including major advertisers such as Apple, Amazon, Verizon, Hotels.com, Google, Samsung, Netflix, T-Mobile, Expedia, Paramount, Uber, Vrbo, Comcast, Meta, Max, Hulu, Live Nation, DoorDash, FanDuel, Sixt, Progressive, Peacock, Stripe, Turo, Spectrum and Cox (listed in order of spend).
In the coming weeks, OAAA will be releasing the 2024 OOH Ad Spend Performance Facts & Figures report, along with the 2024 version of MegaBrands. In the interim, members can access these 2024 year-end resources:
- 2024 OOH Revenue by Format (Full year and by quarter)
- 2024 Top Ten OOH Product Category Industries
- 2024 Top 20 OOH Advertisers and Parent Companies
- OOH Total Annual Revenue 2009 – 2024
Source: Miller Kaplan, Vivvix-MediaRadar, OAAA
Published: March 6, 2025