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.