United States Outdoor Advertising Market, By Type (Traditional Advertising, Digital Advertising), By End User (Automotive, BFSI, Healthcare, Retail, Media & Entertainment, and Others), By Region, Competition, Forecast & Opportunities, 2018-2028

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Summary

Report Description

The United States outdoor advertising market is expected to grow during the forecast period due to the implementation of multiple advertising on a single screen. Moreover, advertisers can utilize programmatic advertising and dynamic content delivery to optimize the display of advertisements based on factors such as time of day, location, and audience demographics.

United States Outdoor Advertising Market Scope

The United States outdoor advertising market consists of a wide range of advertising activities that take place in outdoor or out-of-home (OOH) market. It involves the placement of advertisements on various physical structures and spaces, such as billboards, transit advertising, street furniture, digital displays, and more. These markets have significant scale and influence, reach millions of people every day, and play an important role in outdoor advertising.

One of the key elements of the United States outdoor advertising market is traditional billboards. These large, static displays are strategically located along highways, urban areas, and other high-traffic locations. They provide a prominent and eye-catching platform for advertisers to showcase their products or services to a diverse audience. Similarly, digital billboards have gained significant popularity in recent years, providing dynamic and interactive advertising experiences that can easily adapt to changing campaigns and target specific audiences.

United States Outdoor Advertising Market Overview

The growing popularity of digital outdoor advertising is driving significant development in the outdoor advertising industry in the US. Digital outdoor advertising is a form of interactive advertising. It benefits mass customer involvement while also allowing brands to digitalize themselves and easily display content to the wider public, which has enhanced the growth of the market during the forecast period.

Billboards are an integral part of the United States outdoor advertising market. With their large size and strategic placements in high-traffic areas, billboards attract attention and provide a significant platform for brand advertising. Located along major highways, city streets, and even in rural areas, ensuring a wide reach and maximum exposure for advertisers.

The United States outdoor advertising market continues to evolve and adapt to the changing advertising market. Outdoor advertising is an effective complement to other forms of advertising, providing a noticeable and impactful presence in consumers' daily lives. With technological innovations and data-driven insights, advertisers can create memorable and engaging experiences that connect with their target audience. As more people travel outside their homes, the United States outdoor advertising market remains a significant and effective channel for brands to connect with and engage consumers.

United States Outdoor Advertising Market Drivers

Digital outdoor advertising is becoming more popular in the advertising sector since it raises consumer awareness of the brand, as it is highly visible and unavoidable. With people spending more time outside their homes and engaging in activities such as shopping, commuting, and socializing, it enables brands to reach a large audience easily and consistently through out-of-home advertising, which fuels the growth of the market revenue. For instance, according to data released by the Out of Home Advertising Association of America (OAAA), OOH advertising revenue increased by 1% in the first quarter of 2023 compared to the previous year, totaling USD1.82 billion.

Owing to its ability to broadcast multiple advertisements on a single screen, outdoor advertising is witnessing an increase in spending from a variety of businesses, which is propelling market growth. For instance, according to the Out of Home Advertising Association of America (OAAA), total US out-of-home spending reached USD8.6 billion in 2022, upto 20.7% year over year. Moreover, digital advertising is one of the fastest growing segments of outdoor advertising and will be a key driver of continued growth in the coming years. The digital outdoor advertising segment grew by 24.2% in 2022, marking its second consecutive year of double-digit growth, according to Out of Home Advertising Association of America (OAAA). Meta, City University of New York, Emirates Airlines, HeGetsUs.com, and Chrysler were the top five advertisers with the largest percentage increase in spending compared to Q1 2022, while Expedia, JP Morgan, IHG, American Express, and Panera were the top five with the greatest dollar spend increase.

Moreover, the increasing urbanization, population, and infrastructural development in the major cities across the country have created a significant environment for outdoor advertising. This provides advertisers with a large and diverse audience to target, making outdoor advertising an attractive medium for brand promotion, which drives market growth.

United States Outdoor Advertising Market Trends

Rising technological advancements and innovations have played a significant role in the development of the United States outdoor advertising market. The introduction of digital displays, interactive technologies, and programmatic advertising has revolutionized the industry, providing advertisers with new and exciting ways to engage with consumers. Digital outdoor advertising has gained significant momentum. The ability to present dynamic and contextually relevant content on digital screens has opened a creative possibility for advertisers, allowing them to deliver targeted messages and capture consumer attention in real-time. Additionally, the ability to customize and update content on digital displays in real-time provides advertisers with greater flexibility and agility in adapting their messages to changing circumstances and consumer behavior.

However, the integration of digital technologies and data analytics offers tremendous potential for outdoor advertising. With the advancement of programmatic advertising and real-time data, advertisers can deliver highly targeted and contextually relevant messages to specific locations and audiences. This level of precision allows for more effective campaign optimization and maximizes the impact of outdoor advertising investments in the country.

United States Outdoor Advertising Market Challenges

The rise of digital media and online advertising is a major challenge for outdoor advertising. As consumers spend more time online and engage with digital content, advertisers are more likely to spend a greater share of their resources on digital platforms. This factor presents a significant challenge for the outdoor advertising industry. Although, online advertising provides attractive benefits to advertisers, such as the option to target specific audiences, track campaign performance, and deliver personalized messages. As a result, the intense competition among providers in this industry is an hindrance to the expansion of the United States outdoor advertising market.

Additionally, regulations and restrictions imposed by local authorities can pose challenges to the outdoor advertising industry. Zoning regulations, size restrictions, and permit requirements can limit the placement and size of outdoor advertisements, making it more difficult for advertisers to secure prime locations and reach their desired target audience.

United States Outdoor Advertising Market Opportunities

The increasing prevalence of mobile and location-based technologies is creating new opportunities for outdoor advertising. By leveraging mobile devices and geolocation data, advertisers can improve the relevance and interactivity of outdoor advertising. For example, integrating QR codes or NFC technology into billboards or transit advertising allows consumers to instantly engage with brands and access additional information or offers through their mobile devices. This integration of offline and online experiences creates opportunities for more personalized and engaging advertising experiences.

Additionally, the emergence of smart cities and connected infrastructures offers opportunities for innovative outdoor advertising solutions. As cities invest in smart technologies, there is an opportunity to integrate digital displays, interactive kiosks, and other advertising vehicles into urban infrastructure such as bus stops, streetlights, and public Wi-Fi networks. This convergence of technology and urban spaces allows advertisers to reach consumers in more engaging and targeted ways, transforming outdoor advertising into a dynamic and integral part of the urban environment.


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Market Segmentation

The United States outdoor advertising market is segmented based on type, end user, region, and competitive landscape. Based on type, the market is further segmented into traditional advertising, and digital advertising. Based on end user, the market is segmented into automotive, BFSI, healthcare, retail, media & entertainment, and others.

Company Profiles

Vector Media, LLC, OUTFRONT Media Inc., Inspiria Outdoor Advertising LLC, AllOver Media, LLC, Clear Channel Outdoor, LLC, JCDecaux North America, Inc., Adams Outdoor Advertising Inc., Roagan Outdoor Advertising Inc Daktronics, Inc., and Drury Display Inc., are among the major market players in the United States outdoor advertising market.

Attribute

Details

Base Year

2022

Historical Years

2018 – 2021

Estimated Year

2023

Forecast Period

2024 – 2028

Quantitative Units

Revenue in USD Million, and CAGR for 2018-2022 and 2023E-2028F

Report Coverage

Revenue forecast, company share, competitive landscape, growth factors, and trends

Segments Covered

·         Type

·         End User

·         Region

Regional Scope

South, Midwest, West, and Northeast

Key Companies Profiled

Vector Media, LLC, OUTFRONT Media Inc., Inspiria Outdoor Advertising LLC, AllOver Media, LLC, Clear Channel Outdoor, LLC, JCDecaux North America, Inc., Adams Outdoor Advertising Inc., Roagan Outdoor Advertising Inc., Daktronics, Inc., and Drury Display Inc.

Customization Scope

10% free report customization with purchase. Addition or alteration to country, regional & segment scope.

Pricing and Purchase Options

Avail of customized purchase options to meet your exact research needs. Explore purchase options

Delivery Format

PDF and Excel through Email (We can also provide the editable version of the report in PPT/pdf format on special request)


Report Scope:

In this report, the United States outdoor advertising market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

  • United States Outdoor Advertising Market, By Type:
    • Traditional Advertising
    • Digital Advertising
  • United States Outdoor Advertising Market, By End User:
    • Automotive
    • BFSI
    • Healthcare
    • Retail
    • Media & Entertainment
    • Others
  • United States Outdoor Advertising Market, By Region:
    • South
    • Midwest
    • West
    • Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the United States outdoor advertising market.

Available Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

United States Outdoor Advertising Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected].

Table of content

1.    Introduction

1.1.  Service Overview

1.2.  Key Highlights of the Report

1.3.  Market Coverage

1.4.  Market Segments Covered

1.5.  Research Tenure Considered

2.    Research Methodology

2.1.  Objective of the Study

2.2.  Baseline Methodology

2.3.  Key Industry Partners

2.4.  Major Association and Secondary Sources

2.5.  Forecasting Methodology

2.6.  Data Triangulation & Validation

2.7.  Assumptions and Limitations

3.    Executive Summary         

3.1.  Market Overview

3.2.  Market Forecast

3.3.  Key Regions

3.4.  Key Segments

4.    United States Outdoor Advertising Market Outlook

4.1.  Market Size & Forecast

4.1.1.     By Value

4.2.  Market Share & Forecast

4.2.1.     By Type Market Share Analysis (Traditional Advertising, Digital Advertising)

4.2.2.     By End User Share Analysis (Automotive, BFSI, Healthcare, Retail, Media & Entertainment, and Others)

4.2.3.     By Regional Market Share Analysis

4.2.3.1.         South Market Share Analysis

4.2.3.2.         Midwest Market Share Analysis

4.2.3.3.         West Market Share Analysis

4.2.3.4.         Northeast Market Share Analysis

4.2.4.     By Company Market Share Analysis

4.3.  United States Outdoor Advertising Market Mapping & Opportunity Assessment

4.3.1.     By Type Market Mapping & Opportunity Assessment

4.3.2.     By End User Market Mapping & Opportunity Assessment

4.3.3.     By Regional Market Mapping & Opportunity Assessment

5.    United States Traditional Advertising Market Outlook

5.1.  Market Size & Forecast          

5.1.1.     By Value

5.2.  Market Share & Forecast

5.2.1.     By Service Type Market Share Analysis (Billboard Advertising, Transit Advertising, Street Furniture Advertising, and Others (Place-Based Advertising, etc))

5.2.2.     By End User Market Share Analysis

6.    United States Digital Advertising Market Outlook

6.1.  Market Size & Forecast          

6.1.1.     By Value

6.2.  Market Share & Forecast

6.2.1.     By Service Type Market Share Analysis (3D Billboard, Digital Billboard, and Others (Street Furniture Advertising, Place-Based Advertising, etc.)

6.2.2.     By End User Market Share Analysis

7.    Market Dynamics

7.1.  Drivers

7.1.1.     Growing popularity of digital outdoor advertising

7.1.2.     Rising Technological Advancement

7.1.3.     Increasing demand for interactive full-motion video display

7.2.  Challenges

7.2.1.     High competition

7.2.2.     Growing popularity of social media advertising

8.    Impact of COVID-19 on United States Outdoor Advertising Market

8.1.  Impact Assessment Model      

8.1.1.     Key Segments Impacted

8.1.2.     Key Regions Impacted

9.    Market Trends & Developments

9.1.  Rising programmatic advertising

9.2.  Development of infrastructure

9.3.  Run multiple advertisements on a signal screen.

9.4.  Growing focus on local marketing opportunities

9.5.  Ability to reach wide audience.

10.  Porter’s Five Forces Model

10.1.              Competitive Rivalry

10.2.              Bargaining Power of Buyers

10.3.              Bargaining Power of Suppliers

10.4.              Threat of New Entrants

10.5.              Threat of Substitutes

11.  SWOT Analysis

11.1.              Strength

11.2.              Weakness

11.3.              Opportunities

11.4.              Threat

12.  United States Economic Profile

13.  Policy & Regulatory Landscape

14.  Competitive Landscape

14.1.              Company Profiles

14.1.1.  Vector Media, LLC

14.1.1.1.      Company Details

14.1.1.2.      Products & Services

14.1.1.3.      Financial (As per availability)

14.1.1.4.      Key Market Focus

14.1.1.5.      Recent Development

14.1.1.6.      Key Management Personnel

14.1.2.  OUTFRONT Media Inc.

14.1.2.1.      Company Details

14.1.2.2.      Products & Services

14.1.2.3.      Financial (As per availability)

14.1.2.4.      Key Market Focus

14.1.2.5.      Recent Development

14.1.2.6.      Key Management Personnel

14.1.3.  Inspiria Outdoor Advertising LLC

14.1.3.1.      Company Details

14.1.3.2.      Products & Services

14.1.3.3.      Financial (As per availability)

14.1.3.4.      Key Market Focus

14.1.3.5.      Recent Development

14.1.3.6.      Key Management Personnel

14.1.4.  AllOver Media, LLC

14.1.4.1.      Company Details

14.1.4.2.      Products & Services

14.1.4.3.      Financial (As per availability)

14.1.4.4.      Key Market Focus

14.1.4.5.      Recent Development

14.1.4.6.      Key Management Personnel

14.1.5.  Clear Channel Outdoor, LLC

14.1.5.1.      Company Details

14.1.5.2.      Financial (As per availability)

14.1.5.3.      Key Market Focus

14.1.5.4.      Recent Development

14.1.5.5.      Key Management Personnel

14.1.6.  JCDecaux North America, Inc.

14.1.6.1.      Company Details

14.1.6.2.      Products & Services

14.1.6.3.      Company Details

14.1.6.4.      Products & Services

14.1.6.5.      Financial (As per availability)

14.1.6.6.      Key Market Focus

14.1.6.7.      Recent Development

14.1.6.8.      Key Management Personnel

14.1.7.  Adams Outdoor Advertising Inc.

14.1.7.1.      Company Details

14.1.7.2.      Products & Services

14.1.7.3.      Financial (As per availability)

14.1.7.4.      Key Market Focus

14.1.7.5.      Recent Development

14.1.7.6.      Key Management Personnel

14.1.8.  Roagan Outdoor Advertising Inc.

14.1.8.1.      Company Details

14.1.8.2.      Products & Services

14.1.8.3.      Financial (As per availability)

14.1.8.4.      Key Market Focus

14.1.8.5.      Recent Development

14.1.8.6.      Key Management Personnel

14.1.9.  Daktronics,  Inc.

14.1.9.1.      Company Details

14.1.9.2.      Products & Services

14.1.9.3.      Financial (As per availability)

14.1.9.4.      Key Market Focus

14.1.9.5.      Recent Development

14.1.9.6.      Key Management Personnel

14.1.10.                Drury Display Inc.

14.1.10.1.    Products & Services

14.1.10.2.    Financial (As per availability)

14.1.10.3.    Key Market Focus

14.1.10.4.    Recent Development

14.1.10.5.    Key Management Personnel

15.  Strategic Recommendations/Action Plan

15.1.              Key Focus Areas

15.2.              Target Type

15.3.              Target End User

16.   About Us & Disclaimer

 (Note: The companies list can be customized based on the client requirements.)

Figures and Tables

Frequently asked questions

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Vector Media, LLC, OUTFRONT Media Inc., Inspiria Outdoor Advertising LLC, AllOver Media, LLC, Clear Channel Outdoor, LLC, JCDecaux North America, Inc., Adams Outdoor Advertising Inc., Roagan Outdoor Advertising Inc., Daktronics, Inc., and Drury Display Inc. are some of the major players operating in the industry.

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The largest advertising region in the United States is typically the New York metropolitan area, which includes New York City and its surrounding areas.

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Outdoor advertising includes billboards or bulletins, place-based transit advertisements, and more. Digital outdoor media is gaining popularity and refers to placements that use digital screens.

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The emerging trends and innovations in the United States outdoor advertising market signify the dynamic transformation of the industry. These advancements are propelled by technological development, data-driven approaches, and an increased focus on creating attractive and personalized experiences to target audiences.

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