Out of home (OOH) advertising revenue grew 3% in the second quarter of 2025, reaching $2.86 billion, according to the Out of Home Advertising Association of America (OAAA). The Q2 performance boosted OOH year-to-date (YTD) growth to 2.6%.
“OOH mirrors the cultural and social moments that shape how people spend their time,” said Anna Bager, President and CEO, OAAA. “Whether it’s on a global stage like the World Cup, national brand campaigns, or in the center of a local community, OOH is where brands show up to connect with audiences at scale. The growth we’re seeing reflects more than revenue, it shows that advertisers trust and rely on OOH to deliver attention, relevance, and impact at the moments that matter most.”
Spending from tech and direct-to-consumer brands remained a powerful growth driver in Q2, spanning categories from streaming and e-commerce to AI-driven software and services. The surge reflects not only ongoing investments from consumer tech and streaming platforms but also the expanding role of AI in driving new engagement opportunities.
The figures point to key revenue trends and category growth areas in the quarter.
Digital OOH Drives Q2 Growth
Digital OOH, which accounted for 36% of quarterly sales, increased 9.2% from a year ago.
Transit and Key Categories Gain in Q2
The Transit category generated the greatest growth against Q2 2024, increasing by 8.9%.
Financial Services (+32.9%), Communications (+30.5%), Insurance & Real Estate (+13.8%), and Local Services & Amusements (+10.4%) were among the strongest performing industries in Q2.
The top 10 OOH product categories in volume for Q2 were:
- Legal Services
- Hospitals, Clinics & Medical Centers
- Consumer Banking
- Domestic Hotels & Resorts
- Local Government
- Colleges & Universities
- Quick Serve Restaurants
- Architects, Contractors, Engineers
- Computer Software (excluding games and education)
- Chain Food Stores & Supermarkets
Six of the 10 product categories experienced growth, including (in order of greatest increase): Consumer Banking, Legal Services, Architects, Contractors, & Engineers, Computer Software, Domestic Hotels & Resorts, and Hospitals, Clinics & Medical Centers.
Top Brands Increasing Spend
Ranked in order of OOH spending, the top 10 advertisers in Q2 were Morgan & Morgan Attorneys, Apple, McDonald’s, Coca-Cola, Verizon, Disney, Universal Pictures, Indeed, T-Mobile, and Comcast.
Among the top 100 OOH advertisers, 65% increased their OOH spend from Q2 2024. Brands more than doubling their spend included FIFA, Rocket Mortgage, Geico, Mastercard, and Kia.
Tech and DTC Brands Expand Presence
Over one-quarter (27) of the top 100 OOH spenders were technology or direct-to-consumer brands. Leading advertisers included Apple, Verizon, Progressive, Amazon, HBO, Turo, and Netflix.
Live Events Continue to Amplify Demand
Major live events continued to drive OOH spending momentum in Q2. FIFA invested more than $5 million in OOH during the quarter to promote the FIFA Club World Cup. With the 2026 World Cup approaching, global advertisers are increasingly turning to OOH to capture the attention of fans during shared live moments.
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and MediaRadar (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboards, street furniture, transit, place-based, and cinema advertising.
For more information about specific category spend, please contact Steve Nicklin at snicklin@oaaa.org or (202) 833-5566.
About Out of Home Advertising Association of America (OAAA)
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit oaaa.org.
Media Contact
Cassady Nordeen
cassady@purposenorthamerica.com
