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Out-of-home (OOH) Advertising Statistics 2025: 95+ Stats & Insights [Expert Analysis]
- November 2, 2025
- 3:43 pm
Table of Contents
Market Size & Growth
The global OOH advertising market is valued at around $40–45B annually.
OOH advertising has shown consistent growth for over a decade, except during the 2020 lockdown dip.
Digital Out-of-Home (DOOH) accounts for ~30–35% of all OOH spend.
DOOH is growing at ~10–12% annually, outpacing traditional OOH.
Traditional static OOH still makes up ~65–70% of the market.
The United States OOH market is valued at ~$9–10B yearly.
Asia-Pacific is the fastest-growing OOH region.
Transit-based OOH is one of the fastest growing OOH sub-sectors.
Retail digital screens drive ~20% of new DOOH growth.
Europe has one of the highest DOOH adoption rates, nearing 50% share in some cities.
Reach & Exposure
OOH reaches ~90% of people in urban areas each week.
The average city commuter views 5,000+ OOH ads per month.
71% of consumers say they often notice billboards while traveling.
OOH exposure increases during commuting hours, especially 7–9AM and 4–7PM.
Drivers spend ~300 hours per year in cars, exposed to roadside OOH.
People spend 70% of waking hours outside their homes, boosting OOH exposure.
Digital billboards can deliver 1,000 to 10,000+ impressions per play cycle depending on traffic.
Airports have some of the highest dwell times for OOH exposure.
Pedestrian-heavy intersections can generate visibility rates above 95%.
Longer message dwell time on digital screens can increase retention by ~40%.
Consumer Behavior
65% of consumers search online after seeing an OOH ad.
40% visit a website or search a brand within minutes of seeing OOH.
OOH drives social media mentions when paired with bold creative.
⅓ of TikTok virality trends have started from or included OOH displays.
58% of consumers say OOH makes brands feel more trustworthy.
OOH increases brand recall by ~30–60%, depending on format.
People are more likely to share DOOH ads that are interactive or animated.
Teen and Gen Z engagement with DOOH has been rising due to social sharing culture.
Consumers exposed to OOH are 48% more likely to visit a physical store.
QR codes on OOH increase response rates by 2x–4x vs. print codes.
OOH vs Other Marketing Channels
OOH often costs less per impression than TV and digital video.
OOH is immune to ad blockers, unlike online display ads.
OOH has lower annoyance scores than pop-ups and forced video ads.
OOH improves performance of paid social by increasing familiarity.
Search campaigns see +20–40% lift when supported by OOH.
OOH increases brand trust more than online-only campaigns.
Brands that combine OOH + TV see stronger mental availability.
OOH + TikTok campaigns result in higher share-of-voice moments.
Influencer campaigns paired with OOH create “reality confirmation”, increasing credibility.
OOH improves performance of retargeting ads due to familiarity effect.
Digital Out-of-Home (DOOH)
DOOH allows ads to be updated in real-time.
Weather-triggered DOOH can increase engagement by up to 50%.
Geo-fenced retargeting after DOOH exposure increases conversions by ~20–30%.
DOOH can run dayparted (time-based) messaging for relevance.
DOOH screens inside malls can have dwell times 10–30x longer than roadside billboards.
Advertisers can schedule multiple creatives dynamically without added printing cost.
DOOH supports context-aware ads (traffic, sports scores, trends).
Retail media networks increasingly integrate in-store DOOH screens.
DOOH campaigns often start with smaller test buys, scalable quickly.
DOOH works well for hyperlocal launches.
Formats
Billboards remain the largest share of OOH spend.
Bus shelter ads offer both pedestrian and vehicular visibility.
Airport OOH has some of the highest-value audience demographics.
Train station displays deliver repeated exposure to daily commuters.
Bus wraps offer large moving canvases through city centers.
Taxi-top screens provide night visibility with LED lights.
In-mall DOOH targets high-intent shoppers.
Stadium screens reach high-energy captive audiences.
Elevator screens deliver forced-view dwell time.
Gas pump screens drive quick QR scan behavior.
Performance & ROI
OOH delivers high memory retention even after short viewing.
Campaign recall increases when OOH is placed near decision locations (like stores).
OOH is effective at brand introduction and rebranding.
Adding location-based targeting increases OOH ROI by ~15–40%.
DOOH reduces production cost vs. printed OOH for rotating campaigns.
OOH increases branded search volume by 10–50%.
QR-based OOH campaigns show conversion rates 0.5–4% depending on placement.
OOH boosts mobile app installs when shown near activity zones.
OOH increases share-of-voice dominance in crowded markets.
Multi-location OOH campaigns reinforce brand ubiquity perception.
Creative Effectiveness
Simple OOH creative outperforms complex designs.
High contrast colors increase OOH readability dramatically.
One-message-per-billboard improves recall by up to 60%.
Humorous OOH ads get more social shares.
3D extensions on billboards increase photography & social reposting.
Motion content performs better on DOOH vs static screens.
Bold typography increases read time from vehicle distance.
Human faces in OOH increase emotional connection.
Localized OOH copy increases engagement by 20–45%.
Viral campaigns often start with minimalist OOH messaging.
Retail & Local Business
OOH helps local businesses with geographic relevance.
Restaurants see foot traffic lifts within 1–2 weeks of OOH.
Gyms benefit strongly from residential-area billboards.
Clinics & dental offices often use bus shelter ads for neighborhood awareness.
Spas and salons see steady recall from repeated OOH exposure.
Car dealerships often choose highway billboards near showrooms.
Real estate agents use OOH signs for neighborhood familiarity.
Local OOH improves top-of-mind recall more than digital alone.
High-frequency OOH is cost-effective for city-specific businesses.
OOH targeting radius often aligns with store drive distance.
Trends & Future
Programmatic DOOH is rapidly expanding.
AI-enabled dynamic messaging is becoming common.
Brands increasingly align OOH with social media campaigns.
QR codes and short URLs are trending again.
Personalized contextual OOH messaging is rising.
Interactive touchscreen OOH is growing in malls and airports.
Drone-based OOH stunts are emerging in major cities.
3D anamorphic billboard visuals are spreading globally.
OOH measurement is improving via mobile location data.
OOH is increasingly valued as ad fatigue rises online.
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About the author, Bill Nash
Bill Nash is the CMO of Marketing LTB with over a decade of experience, he has driven growth for Fortune 500 companies and startups through data-driven campaigns and advanced marketing technologies. He has written over 400 pieces of content about marketing, covering topics like marketing tips, guides, AI in advertising, advanced PPC strategies, conversion optimization, and others.