Out-of-home advertising in the United States continues its impressive growth trajectory, with third-quarter revenue reaching $2.13 billion, representing a 4.5% increase compared to the same period last year, according to new data from the Out-of-Home Advertising Association of America (OAAA).
This marks the 18th consecutive quarter of growth for the OOH industry, underscoring the medium’s resilience and continued relevance in an increasingly digital advertising landscape.
Nine-Month Performance Shows Steady Gains
For the first nine months of 2025, total OOH revenue climbed to $6.98 billion, up 3.2% from the same period in 2024. The consistent year-over-year growth demonstrates the medium’s ability to adapt and thrive despite ongoing shifts in consumer behavior and media consumption patterns.
Digital OOH Leads Format Growth
Digital out-of-home (DOOH) emerged as the standout performer, surging 11.6% during the third quarter. This growth reflects advertisers’ increasing preference for dynamic, programmable advertising that can be updated in real-time and targeted more precisely.
Transit advertising generated the highest growth among all OOH formats, jumping 11.4% from Q3 2024. Place-based advertising rose 8.3%, while street furniture increased 7.1%, with both formats benefiting from post-pandemic recovery in urban mobility and foot traffic.
Financial Services, Insurance Lead Industry Spending
Seven of the top 10 OOH spending industries increased their investment in the third quarter, with three sectors posting impressive double-digit gains:
- Financial Services: +35.5%
- Insurance & Real Estate: +26.8%
- Communications: +10.3%
The robust performance by financial services and insurance sectors reflects increased competition for consumer attention in these categories, as well as the effectiveness of OOH in building brand awareness and trust.
Top Spending Categories
The top 10 OOH advertising categories in Q3 2025 were:
- Legal Services
- Hospitals, Clinics & Medical Centers
- Consumer Banking
- Domestic Hotels & Resorts
- Computer Software
- Quick Serve Restaurants
- Colleges & Universities
- Local Government
- Architects, Contractors & Engineers
- Wireless Telecom Providers
The diverse range of categories—from healthcare to hospitality to technology—demonstrates OOH’s broad appeal across industries seeking to reach consumers in high-traffic, contextually relevant environments.
Leading Advertisers Increase Investments
The top 10 OOH advertisers during Q3 2025 included a mix of established brands spanning multiple industries:
- Morgan & Morgan
- JP Morgan
- Geico
- Apple
- McDonald’s
- Verizon
- T-Mobile
- Disney
- Coca-Cola
- Johnson & Johnson
Notably, among the top 100 OOH advertisers, 65 increased their spending compared to Q3 2024, indicating widespread confidence in the medium’s effectiveness and return on investment.
Industry Outlook Remains Strong
The sustained growth across 18 consecutive quarters positions out-of-home advertising as one of the most reliable and resilient traditional media channels. The strong performance of digital formats, combined with recovery in transit and place-based advertising, suggests that OOH is successfully evolving to meet modern advertiser needs.
OAAA’s revenue estimates are compiled using data from Miller Kaplan and MediaRadar, as well as member company affidavits. The figures encompass all major OOH formats, including digital and static billboards, street furniture, transit, place-based, and cinema advertising.
