OOH hits a record in the USA in the first quarter of 2025
The U.S. out-of-home advertising industry recorded its highest revenues in the first quarter of this year, reaching $1.98 billion, according to new data published by the Out Of Home Advertising Association of America (OAAA). This marked its 16th consecutive quarter of growth, with a 9% year-over-year increase and a 2% increase compared to the same quarter the previous year.
Furthermore, digital out-of-home advertising reaffirmed its role as a key growth driver, accounting for over 34% of total advertising investment in the quarter. According to Anna Bager, OAAA’s President and CEO, "marketers are increasingly turning to OOH advertising for its creative impact, digital flexibility, and ability to deliver tangible results."
Consolidation and growth
The organization also provided details on the top spending categories and advertisers. Among formats, street furniture led the investment with a 5.5% year-over-year increase, followed by transit (3.4%) and place-based media (3.2%). Additionally, six of the top ten product industries increased their volume (led by Communications, Insurance and Real Estate, Local Services and Entertainment, Finance, Automotive Dealerships and Services, and Restaurants), and more than 60% of the top 100 OOH advertisers increased their spending compared to Q1 2024 (led by M&Ms, Apple, Morgan & Morgan Attorneys, Verizon, and McDonald's).
Meanwhile, in Spain, DOOH investment also continues its positive trend and ranks among the digital media with the highest ROI, according to a new study that also highlights its consolidation as the fastest-growing digital medium in terms of long-term sales. It is becoming a highly efficient channel for generating sales in a balanced way, performing well in both branding and conversion campaigns, with the ability to influence the lower funnel thanks to new targeting and contextualization capabilities. At the same time, the continuous improvement in the quality of digital screens allows for attractive ads that make a lasting impression on consumers.
