United States OOH And DOOH Market Size (2024 - 2029)

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.