OOH Placements

Dataset

Global Revenues

In the first quarter of 2025, the out-of-home (OOH) advertising sector experienced significant growth, driven by advancements in digital technology and data-driven strategies. Global OOH revenue reached approximately $41.82 billion for the year, with digital out-of-home (DOOH) contributing around $22 billion, reflecting an 8.44% increase. This surge was largely attributed to increased investment and the rising adoption of programmatic OOH (prOOH) platforms, which enabled more precise and flexible ad placements.

The United States market mirrored this global trend, with OOH ad spending surpassing $10 billion by 2027. This growth was propelled by the digitization of traditional billboards and the integration of advanced data analytics, allowing advertisers to deliver targeted and engaging content to consumers. The expansion of digital screens in urban areas and transit systems further amplified the reach and effectiveness of OOH campaigns.

Industry leaders actively invested in technology to capitalize on this momentum. Notably, T-Mobile’s agreement to acquire Vistar Media for $600 million exemplified the strategic moves within the sector. This acquisition enhanced T-Mobile’s advertising capabilities by leveraging Vistar’s expertise in real-time DOOH advertising technology, positioning the company to better engage consumers through personalized and contextually relevant content.

Evolution

As the OOH landscape evolved, the focus on creative effectiveness became paramount. Companies like JC Decaux prioritized innovative approaches to maximize the impact of their advertising platforms. By collaborating with creative effectiveness platforms, they delivered more memorable and emotionally resonant campaigns, driving higher engagement and return on investment for advertisers. This emphasis on creativity, combined with technological advancements, redefined the OOH advertising paradigm in 2025.