Out-of-home advertising statistics: every figure with its source, its date and what it measures

US out-of-home advertising revenue was $9.46 billion in 2025, up 3.6%, with digital out-of-home 36.3% of it and programmatic 30% of digital, on the OAAA's figures. Worldwide, WOO puts 2025 OOH at $54.2 billion. Every figure on this page carries its publisher, publication date and what it measures, and the last section lists the numbers that could not be verified.

A reference page, not an argument. Each row is one figure, what it measures, who published it and when, read from the publisher's own document on September 14, 2026: trade bodies, measurement bodies, public filings and the primary study documents, with sellers' claims labelled as such. Where two documents from one publisher disagree, both numbers are given. The final section lists widely repeated figures that could not be traced to a source. For how the category works, start with the guide to out-of-home advertising.

How big is the US out-of-home market?

The OAAA's revenue release credits Miller Kaplan and MediaRadar, "which is not adjusted for changes in data sources", plus member reporting. Its Facts & Figures deck repeats on several slides that OAAA estimates MediaRadar under-reports OOH spend by approximately 30%. The $9.46 billion headline is the association's reconciled total; the advertiser and market breakdowns inherit the caveat.

Which segments are growing?

The transit discrepancy is small and worth stating exactly. The release of March 17, 2026 says transit rose 9.2%; slide 4 of the April deck says 9.8%. Applying the deck's four rates to the 2024 format dollars gives $6,723.2M + $491.6M + $1,683.7M + $557.9M = $9,456.4M, the published $9.46 billion; 9.2% for transit gives $9,447.2M, which rounds to $9.45 billion. Cite 9.8%, and say the association's own release carries the other number. The formats inside that segment are on transit advertising.

What share is digital, and how much inventory exists?

Two things the count says that revenue does not. The unit carrying the most digital screens is not a billboard: 1,074,900 digital place-based displays and 105,000 digital taxi and rideshare screens against 25,000 digital billboards. And billboards are about 72% of 2024 dollars on the Miller Kaplan series while only 25,000 of the 420,500 displays in that column are digital, about 6% by count, against 36% of revenue for digital overall. Screens are many and cheap in some formats, few and expensive in others. What a screen changes on a bulletin is on digital billboard advertising; what programmatic changes is on programmatic DOOH.

How big is out-of-home worldwide?

WOO's US figure ($9.5 billion) and the OAAA's ($9.46 billion) agree to rounding. WOO's two 2025 programmatic figures do not: $2.1 billion from its member survey and $1.4 billion from PwC's aggregation of 11 platforms' reported revenue, published four weeks apart. Quote whichever matches the question, and say which.

What do audiences say they notice and do?

Read the bases. The Morning Consult study states a sample of 1,461 adults aged 18 to 64, not all adults, with a ±3-point margin, while its demographic appendix says percentages are "calculated as N size out of total respondents (N = 1,914)"; the headline figures are on the 1,461 base. "43% visited within 30 minutes" is a share of the 440 who had noticed a directional ad, and "78% purchased" a share of the 187 who visited: roughly one in ten of everyone surveyed reached the end of that chain. Survey noticing is self-report, not a Geopath impression, and not a brand lift result either, which is a different instrument and is explained on brand lift study.

How is out-of-home audience defined?

Every impression figure in the category rests on Geopath's definitions, quoted verbatim from its glossary and measurement notes. The full chain, and what changes when the display moves, is on how out-of-home impressions are measured.

Geopath's home page states, on September 14, 2026, that "every week, the out of home units we measure across the entire U.S. have the ability to deliver 101,465,994,516 impressions": a capacity figure for measured inventory, not a delivered audience, and the only national impression total this desk found on the measurement body's public pages. In March 2026 Geopath and the OAAA selected Ipsos to pilot a next-generation system from the second half of 2026, with transition from 2027 and adoption anticipated in 2028.

Which OOH statistics could not be verified?

These figures appear on vendor pages, agency decks and aggregator articles, often attributed to a trade body, and each was traced as far as the trail went on September 14, 2026. Absence of a source is not proof a figure is wrong; it is proof it should not be cited as if it had one.

The pattern is the same each time: a real study sits somewhere behind the number, the number has been detached from its base, year and definition, and re-attributed to the most authoritative name nearby. The fix is mechanical: quote the figure, the measure, the publisher, the year and the base, and drop any number that cannot carry all five.

42 sourced figures, 9 definitions and 7 unverified claims on this page. Figures are updated when the publisher issues a new document, and the retrieval date changes only then.