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About
Out-of-Home Forecast and Trends 2026
In-Store Placements and Programmatic Buying Fuel Growth
This report explains our US out-of-home (OOH) ad spending forecast through 2029, highlighting the shift toward digital screens, in-store retail media, and programmatic buying. The tension: faster automation and precision is coming up against a medium still anchored in traditional formats.
Key Question: How is US OOH ad spending changing?
Key Stat: Digital out-of-home (DOOH) will account for 45.2% of total OOH ad spending in 2028, up from 22.0% in 2016.
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Clients can find the full version of this chart later in the report.
authors
Ross Benes
Contributors
- Rahul Chadha
- Director, Report Editing
- Zach Goldner
- Senior Forecasting Analyst
- Sakina Thanawala
- Copy Editor
- Emman Velasco
- Chart Editor
- Paul Verna
- VP, Content
- Yoram Wurmser
- Principal Analyst
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