Market Insights Advertising & Media Advertising

Out-of-Home Advertising - United States

United States

Ad spending in the Out-of-Home Advertising market in the United States is forecasted to reach €8.82bn in 2024.
The largest market within Out-of-Home Advertising market is Digital Out-of-Home Advertising, with a market volume of €4.82bn in 2024.
When compared globally, the highest ad spending is expected to be generated China (€8,900.00m in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to be €25.79 in 2024.
In the United States, the trend of utilizing digital billboards for targeted Out-of-Home Advertising campaigns is on the rise, maximizing reach and engagement.

Key regions: Germany, Australia, Japan, India, France

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Analyst Opinion

The Out-of-Home Advertising market in United States has been experiencing significant growth in recent years, driven by changing customer preferences and trends in the market.

Customer preferences: Customers in the United States are increasingly seeking out-of-home advertising opportunities that are innovative, interactive, and personalized. They are looking for advertising that goes beyond traditional billboards and posters, and instead engages with them in a meaningful way. This has led to the rise of digital out-of-home advertising, which allows for dynamic and targeted messaging. Customers also appreciate advertising that is integrated into their surroundings, such as ads on public transportation or in shopping centers.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in United States is the increasing use of digital technology. Digital billboards and screens are becoming more common, allowing advertisers to display dynamic content and target specific audiences. This trend is driven by the declining costs of digital displays and the ability to easily update and change content. Additionally, the use of data and analytics is becoming more prevalent in out-of-home advertising, allowing advertisers to better understand their audience and optimize their campaigns. Another trend in the market is the integration of out-of-home advertising with mobile technology. Advertisers are leveraging mobile devices to enhance the effectiveness of their out-of-home campaigns. For example, they may use mobile geolocation data to target ads to specific locations or use QR codes to drive customers to online content. This integration of mobile technology with out-of-home advertising allows for a more seamless and interactive customer experience.

Local special circumstances: The United States has a large and diverse population, which presents both opportunities and challenges for out-of-home advertisers. Advertisers must consider the cultural and regional differences within the country to effectively reach their target audience. For example, advertising campaigns may need to be tailored to specific regions or demographic groups to resonate with customers.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in United States is also influenced by underlying macroeconomic factors. The overall health of the economy, consumer confidence, and spending patterns all play a role in the demand for advertising. During periods of economic growth, businesses are more likely to invest in advertising to promote their products and services. Additionally, technological advancements and innovations in the advertising industry can also impact the market. As new technologies emerge, advertisers may need to adapt their strategies to stay competitive.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.