All-time highs: DOOH as a primary engine
According to the OAAA, OOH revenue increased by 4.5% in the third quarter of 2025 compared to the previous year. This positions digital out-of-home as a premium solution that offers real-world presence, reliable proximity, and relevance at a massive scale.
At the forefront of change
With 18 consecutive quarters of growth, "Out-of-Home demonstrates its relevance and effectiveness in today's media landscape," says Anna Bager, President and CEO of the Out of Home Advertising Association of America. Furthermore, the 3.2% growth through 2025 highlights the continued strength of the channel.
Of course, these numbers would not have been possible without DOOH, which grew by 11.6% in the quarter and represented 35% of the total revenue accumulated during the year. It stands as a premium solution that offers the immediacy and flexibility of online digital media, but without the drawbacks (such as ad-blockers, bots, or privacy concerns) that worry consumers.
Data to keep in mind
The increase in consumer movement, out-of-home activity, and changes in commuting patterns drove growth in transit (11.4%), urban mobility (8.3%), and street furniture (7.1%).
Regarding the industries with the highest spending in outdoor advertising, three recorded double-digit gains: financial services (+35.5%), insurance and real estate (+26.8%), and communications (+10.3%).
Local services and entertainment continued to position themselves as the largest categories in total spending. At the same time, sectors such as computer software, architects/contractors/engineers, wireless telecommunications providers, and legal services achieved double-digit growth.
Regarding top product categories, for the first time, a legal services brand (Morgan & Morgan) positioned itself as the top OOH advertiser of the quarter.
Additionally, among the top 100 advertisers, 65 increased their investment compared to the third quarter of 2024, and 19 doubled it, demonstrating the growing confidence in the channel, which continues to attract tech and direct-to-consumer brands.
