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Out-of-Home Forecast and Trends 2024
Data, Digital Screens, and Programmatic Propel Growth
Out-of-home (OOH) advertising continues to grow at a moderate clip, buoyed by the rapid spread of digital screens, programmatic buying, and better integration with digital media. Retailers are also trying to get a piece of the action with in-store, place-based ads.
Key Question: How quickly is OOH ad spending growing in the US, and what’s driving the growth?
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Key Stat: In 2027, OOH ad spending in the US will top $10 billion for the first time, following years of moderate—but steady—growth.
authors
Yoram Wurmser
Contributors
- Ross Benes
- Zach Goldner
- Forecasting Analyst
- Evelyn Mitchell-Wolf
- Senior Analyst, Digital Advertising & Media
- Tracy Tang
- Senior Researcher
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