The news: Out-of-home (OOH) ad revenues reached an all-time Q3 high, according to the Out of Home Advertising Association of America (OAAA).
- OOH ad revenues grew 4.5% YoY in Q3, reaching $2.13 billion—the 18th consecutive quarter of growth reported by OAAA. Year-to-date OOH revenues grew 3.2% to $6.98 billion.
- Digital OOH (DOOH) grew 11.6% YoY and accounted for 35% of overall OOH revenues year-to-date.
- Transit formats showed the highest growth (11.4% YoY), while place-based and street furniture saw notable growth (8.3% and 7.1%, respectively).
OOH proves its potential: Despite the broader shift to digital, advertisers are seeing promising results from OOH and DOOH.
- OOH offers a 13.3% increase in ad awareness compared with 3.9% for digital and 2.2% for connected TV (CTV). It also leads to a 9.8% increase in purchase intent compared with 1.7% for digital and 2.7% for CTV, and a 7.8% increase in brand favorability, per Clear Channel Outdoor and Kantar.
- 76% of consumers take action after seeing a DOOH ad, per a 2024 OAAA and The Harris Poll study. The most frequent actions taken include watching a brand’s video programming (38%), restaurant visitation (36%), in-store purchasing (30%), word-of-mount conversations (30%), and store visitation (29%).
- Another 30% of consumers noticed DOOH ads providing directions to businesses. Of those who noticed these ads, over half (51%) visited the business, and of those who made a visit, 93% completed a purchase, per the same study.
What it means for advertisers: Sustaining investment in OOH will remain critical because the format offers reach unmatched by other channels by leveraging high-traffic locations and providing unavoidable exposure.
While consumers’ increasing interest in digital platforms necessitates investment, OOH fills digital’s gaps and acts as an essential supplement to modern digital advertising formats.
- 47% of consumers searched for a brand’s social media handle featured on an OOH ad, per OAAA.
- Another 43% followed a social media handle featured on OOH ads, and an equal percentage scanned a QR code from the ad that led to a social media page—proving that OOH is a valuable amplifier for social campaigns.