Market Size of United States OOH And DOOH Industry
Study Period | 2019 - 2029 |
Base Year For Estimation | 2023 |
Market Size (2024) | USD 7.95 Billion |
Market Size (2029) | USD 15.87 Billion |
CAGR (2024 - 2029) | 14.84 % |
Market Concentration | Medium |
Major Players*Disclaimer: Major Players sorted in no particular order |
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United States OOH And DOOH Market Analysis
The United States OOH And DOOH Market size is estimated at USD 7.95 billion in 2024, and is expected to reach USD 15.87 billion by 2029, growing at a CAGR of 14.84% during the forecast period (2024-2029).
In the United States, the OOH and DOOH market is witnessing robust growth, fuelled by technological advancements that include dynamic digital billboards and interactive displays, which not only boost engagement but also draw in a larger pool of advertisers.
- Digital out-of-home (DOOH) enables local retailers to quickly customize their displays and messages, ensuring information is delivered to consumers more efficiently and with greater impact. Unlike traditional advertising, DOOH is not only more nimble but also easier to manage. These digital displays provide real-time product updates, interactive content, and visually engaging images and videos.
- With urban populations expanding and consumer preferences favoring digital media in the United States, OOH and DOOH platforms stand out for their unmatched visibility and impact, propelling market growth. Moreover, smart city initiatives leverage a range of digital displays to enhance urban operations, each presenting revenue potential via advertisements. Ranging from compact interactive kiosks to expansive digital billboards, these setups boast strong computing capabilities, quality graphics, and reliable connectivity. Beyond their visual impact, they furnish crucial analytics, empowering data-driven decisions.
- In February 2024, Intersection, a company specializing in experience-driven out-of-home media and technology, unveiled a strategic collaboration with TikTok and LinkNYC, the premier digital network in New York City. TikTok's 'Out of Phone' campaign marks a significant pivot in digital advertising, bridging the gap between TikTok's online content and the physical realm, notably through partnerships with Intersection and LinkNYC. Through this collaboration, Intersection extends TikTok's Out of Phone initiative to the streets of NYC. Leveraging the vast LinkNYC network, creators can showcase their digital creations on interactive displays throughout the city.
- In November 2023, Displayce, a demand-side platform focused on programmatic digital out-of-home (DOOH) advertising, and Place Exchange, a supply-side platform (SSP) for programmatic OOH media, unveiled an integration. This move aims to broaden the DOOH supply reach in the United States and Latin America, offering enhanced marketing avenues for Displayce's clientele.
- However, adapting to evolving consumer behavior poses a major challenge for DOOH advertisers. They struggle with effectively engaging their target audiences and encounter difficulties in precisely tracking and evaluating campaign performance. This encompasses attributing ROI to specific DOOH campaigns and assessing their impact on consumer behavior.
United States OOH And DOOH Industry Segmentation
The study monitors advertising expenditures across a range of out-of-home (OOH) formats, encompassing billboards (including city-light boards), street furniture (such as city-light posters), transit and transportation (advertising on or in public transportation vehicles), and place-based media (media located at the point of sale). The study focuses on digital and static advertisements in indoor and outdoor settings, spanning locations such as shopping malls, airports, streets, and transit hubs. Notably, the study excludes agency commission costs and production expenses from its scope.
The study segments the market by application and end-user industry. The study analyzes crucial market metrics, identifies key drivers of growth, and evaluates prominent industry players. It offers insights to support global market estimates and growth rates for the forecast period. Additionally, the study delves into the overarching impact of COVID-19 on the market landscape.
The US OOH and DOOH market is segmented by type (static [traditional], digital OOH [LED screens], programmatic OOH, and other types), application (billboard, transportation {transit}, airports, and other applications {buses, etc.}, street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries).
The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | ||||
Static (Traditional) OOH | ||||
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By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | ||||
Billboard | ||||
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Street Furniture | ||||
Other Place-based Media |
By End-user Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | |
Automotive | |
Retail and Consumer Goods | |
Healthcare | |
BFSI | |
Other End-user Industries |
United States OOH And DOOH Market Size Summary
The United States OOH (Out-of-Home) and DOOH (Digital Out-of-Home) market is experiencing significant expansion, driven by technological innovations such as dynamic digital billboards and interactive displays. These advancements enhance consumer engagement and attract a broader range of advertisers. The flexibility and real-time capabilities of DOOH allow local retailers to tailor their messages quickly, making advertising more impactful and efficient compared to traditional methods. The growth is further supported by the increasing urban population and a shift in consumer preferences towards digital media, which offers unparalleled visibility and engagement. Smart city initiatives are also contributing to this growth by integrating digital displays into urban infrastructure, providing new revenue opportunities through advertising. These digital platforms, ranging from interactive kiosks to large-scale billboards, not only offer strong visual appeal but also deliver valuable analytics, enabling data-driven advertising strategies.
The market's expansion is further fueled by collaborations and strategic partnerships among key industry players. Companies like Intersection, Displayce, and Place Exchange are enhancing their offerings through integrations and collaborations, broadening the DOOH supply reach and creating more dynamic advertising experiences. The adoption of digital billboards is on the rise, with these platforms providing real-time content updates and interactive features that captivate audiences and drive higher engagement. The flexibility of digital formats allows for multiple ads to be displayed simultaneously, optimizing ad space and enhancing campaign effectiveness. Despite the challenges in adapting to evolving consumer behaviors and tracking campaign performance, the market continues to grow, supported by advancements in IoT and 5G technologies that enable more relevant and engaging advertising campaigns.
United States OOH And DOOH Market Size - Table of Contents
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1. MARKET INSIGHTS
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1.1 Market Overview
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1.2 Industry Attractiveness - Porter's Five Forces Analysis
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1.2.1 Bargaining Power of Suppliers
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1.2.2 Bargaining Power of Consumers
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1.2.3 Threat of New Entrants
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1.2.4 Competitive Rivalry within the Industry
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1.2.5 Threat of Substitutes
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1.3 Industry Ecosystem Analysis
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2. MARKET SEGMENTATION
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2.1 By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
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2.1.1 Static (Traditional) OOH
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2.1.2 Digital OOH (LED Screens)
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2.1.2.1 Programmatic OOH
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2.1.2.2 Other Types
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2.2 By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
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2.2.1 Billboard
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2.2.2 Transportation (Transit)
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2.2.2.1 Airports
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2.2.2.2 Other Applications (Buses, etc.)
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2.2.3 Street Furniture
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2.2.4 Other Place-based Media
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2.3 By End-user Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
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2.3.1 Automotive
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2.3.2 Retail and Consumer Goods
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2.3.3 Healthcare
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2.3.4 BFSI
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2.3.5 Other End-user Industries
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United States OOH And DOOH Market Size FAQs
How big is the United States OOH And DOOH Market?
The United States OOH And DOOH Market size is expected to reach USD 7.95 billion in 2024 and grow at a CAGR of 14.84% to reach USD 15.87 billion by 2029.
What is the current United States OOH And DOOH Market size?
In 2024, the United States OOH And DOOH Market size is expected to reach USD 7.95 billion.