Out-of-home (OOH) advertising revenue in the U.S. 2007-2023

In 2023, out-of-home (OOH) advertising revenue in the United States grew by about two percent to approximately 8.73 billion U.S. dollars. That was the first time the annual figure exceeded the 8.56 billion-dollar spending recorded in 2019, before the COVID-19 outbreak – lockdowns in response to the pandemic led to a historic drop in the outdoor ad expenditure. Digital and outdoorsThe evolution of outdoor ads comes with the rising digital out-of-home (DOOH) media trend. According to another source, DOOH's share in total OOH ad spend in the U.S. will go from less than one-third in 2022 to more than 41 percent by 2026. In the meantime, the market expects the U.S. DOOH ad spend to expand accordingly. The annual figure was projected to surpass three billion dollars in 2024 and reach almost 3.6 billion dollars two years later. Multiplying and innovatingThe increase in digital outdoor ads is palpable. Between 2016 and 2022, the number of digital billboards spread across the U.S. skyrocketed by about 80 percent, amounting to 11.5 thousand in the latter year. The boom attracts brands while offering new possibilities in product and service promotion. During a late 2022 survey among agency and advertising executives, almost half of them listed DOOH among the media developing the most innovative opportunities for advertisers in the U.S.

在2023年，美国户外（OOH）广告收入增长了约百分之二，达到约87.3亿美元。这是自2019年新冠疫情爆发前，即封锁措施导致户外广告支出创下历史新低后，年度总额首次超过85.6亿美元。随着数字户外（DOOH）媒体趋势的兴起，户外广告的发展亦呈现出新的态势。据另一数据来源，到2026年，DOOH在美国总OOH广告支出中的占比将从2022年的不足三分之一增长至超过41%。与此同时，市场预计美国DOOH广告支出也将相应扩张。预计到2024年，年度总额将超过30亿美元，两年后接近36亿美元。数字广告的激增显而易见。在2016年至2022年间，美国数字广告牌的数量增长了约80%，到后者那年达到了11.5千个。这一繁荣景象吸引了品牌，同时也为产品和服务的推广提供了新的可能性。在2022年末对广告代理商和广告高管进行的一项调查中，近半数受访者将DOOH列为美国广告界最具创新潜力的媒体。