In 2024, global out-of-home advertising spend reached $38.96 billion, with traditional billboards and posters accounting for $21.68 billion.
In the US, OOH advertising is much more decentralised compared to the UK. Major players like OUTFRONT, Lamar, and Clear Channel Outdoor operate in different regions. Inventory may not always be digitised, and audience data often comes from Geopath, the US equivalent of Route. According to survey results from the Out-of-Home Advertising Association of America (OAAA), 9 in 10 adults notice OOH ads and nearly 80% of those viewers are inspired to take action.
In this article, we’re going to look at what advertisers need to know about OOH media buying in the USA.
What is OOH Advertising?
Out-of-home advertising, otherwise known as outdoor advertising, puts your message in front of people as they move through the world. This can be on billboards, at bus stops, on highways, and in airports; OOH gives you creative flexibility to reach different audiences. On top of this, OOH offers long-lasting impressions and isn’t affect by ad blockers, making it a dependable part of the media mix.
Now that a lot of outdoor media spaces are digitised, advertisers have more creative freedom to display dynamic content that can change in real-time, allowing them to adapt to their target audience’s changing needs.
Traditional OOH (static) vs Digital OOH (DOOH)
Traditional OOH Advantages:
- 100% share of voice
- Always on
- Long-term exposure
- CPM is typically significantly lower than other formats
- Increased creativity as many billboard companies allow for design and messaging that extend past hard dimensions
Traditional OOH Considerations:
- Activation/installation can be time-consuming and costly
- Not easy to update or swap out an advertisement and doing so will incur additional costs
- Over time ads may lose their novelty or impact
- Static billboards may require maintenance due to environmental changes
Digital OOH Advantages:
- Support for multiple ad formats (video, motion graphics, dynamic HTML5 content)
- Quick, cost-effective turnaround
- Easy to make real-time updates to ad creative
- Factors such as weather, news alerts, or traffic patterns can serve as triggers to run specialised ads
- Ability to be bought programmatically
Digital OOH Considerations:
- Exposure time is shared amongst other advertisers
- Most ads only remain visible for 8-10 seocnds
- Can be more expensive to purchase than static billboards
Media Formats
The Out-of-Home Advertising Association of America (OAAA) categorises standard OOH media formats into:
- Billboards (like bulletins and posters)
- Street furniture (like bus shelters and urban panels)
- Transit (like airports and taxis)
- Place-based (like malls and restaurants)
Benefits of OOH Advertising in the USA
High Visibility and Reach:
88% of US adults notice OOH ads, and nearly 80% have engaged with an OOH ad in the past 60 days according to a study by the OAAA. OOH advertising can be strategically placed in high-traffic areas such as city centres, highways, and transit hubs, to maximise reach and target a large and diverse audience, including those who are difficult to reach through other channels.
Brand Safety:
Free from the risks of ad fraud and brand safety issues associated with online advertising, high-quality, well-placed, OOH ads can actually enhance brand perception and credibility, contributing to a positive brand image. A survey conducted by The Harris Poll showed that 73% of consumers viewed digital out-of-home ads favourably. On top of this, consumers ranked DOOH as the medium that would most drive them to take action.
Targeted Placement:
OOH advertising locations can be selected to reach specific demographics based on the area’s typical foot or vehicle traffic. Ads can also be placed in contexts where they are most relevant, like near shopping centres, entertainment venues, or business districts.
Drives Online Activity:
OOH advertising is the most effective offline medium in driving online activity. According to the OOH Online Activation Survey, online activations including Search, Facebook, Twitter, and Instagram activity generated by OOH, indexes at about 4x the expected rate given its relative ad spend. OOH can enhance the effectiveness of other advertising channels by reinforcing messaging seen elsewhere, such as on TV or online. Repeated exposure in different contexts is also shown to maximise your campaign’s impact and improve brand recognition and recall.
Cost Effectiveness:
According to the Solomon Partners’ 2023 Media Trends Report, the average CPM of an OOH advert in the US market ranges between $2 and $9 per thousand impressions. This is a bargain compared to other advertising channels like broadcast TV, where ads can have a CPM of anywhere between $16 to $45, and digital video, with the average cost of mobile and desktop digital video ads being $40 on the higher end.
What Advertisers Need to Consider
- Local Market Variability
OOH media costs, inventory availability, and regulations can vary significantly across US states and cities.
For example:
- Times Square (NYC): Requires premium investment with massive reach.
- LA transit ads: Offer broad exposure in car-heavy markets.
- Airport advertising: Targets high-income, travel-savvy consumers.
Partnering with a media buying agency that understands these nuances is essential.
- Permitting and Regulation
OOH advertising in the USA is regulated by federal, state, and municipal bodies. Zoning laws, digital screen usage, and environmental restrictions differ widely. A seasoned OOH media buying agency handles compliance, permitting, and vendor coordination on your behalf.
- Planning Lead Times
OOH campaigns, especially static placements, often require longer lead times due to production, installation, and vendor approvals. Advance media planning ensures you secure the best inventory at optimal rates.
- Integration with Multi-Channel Campaigns
OOH works best when integrated into a broader media strategy. Whether you’re combining OOH with CTV, programmatic display, or radio advertising, a full-service media planning agency ensures cross-channel consistency and synergy.
At The Media Planning & Buying Agency, we specialise in OOH media buying across the USA, offering tailored, transparent solutions for brands of all sizes. Whether you want to dominate the streets of Chicago or roll out airport ads in Miami and LAX, we deliver data-led strategies, competitive rates, and measurable results.
