Number of digital billboards in the U.S. 2016-2023

In 2023, the number of digital billboards spread across the United States grew by over 40 percent to approximately 16.6 thousand. DOOH: an increasing trendWhen comparing year-over-year change in overall out-of-home (OOH) and digital out-of-home (DOOH) advertising revenues in the U.S., the latter's growth rates have been significantly higher from the beginning of 2022 to mid-2023. In the second quarter of 2023, spending on total OOH rose 2.2 percent, whereas investments in DOOH increased by nearly 13 percent. Digital billboards' relevance in the OOH industryIn 2023, digital billboards alone accounted for 31 percent of the net revenue generated by one of the largest outdoor ad companies in the U.S., Lamar. In 2017, that share stood at 22 percent. According to a survey released in September that year, almost half of DOOH campaigns were purchased directly; less than 30 percent were bought only programmatically.

至2023年，美国境内数字广告牌的数量同比增长超过40%，达到约16.6千个。数字户外广告（DOOH）呈现增长趋势：当对比美国整体户外广告（OOH）与数字户外广告（DOOH）的广告收入年度变化时，自2022年初至2023年中期，后者增长率显著高于前者。2023年第二季度，整体OOH广告支出增长了2.2%，而DOOH广告的投资增长了近13%。在户外广告行业中，数字广告牌的重要性日益凸显：2023年，仅数字广告牌一项便占美国最大的户外广告公司之一，拉马尔（Lamar）净收入的31%；而2017年，这一比例仅为22%。根据当年9月发布的一项调查，近一半的DOOH广告活动系直接购买；而仅通过程序购买的广告比例不足30%。