Market Overview
The United States digital out-of-home (DOOH) advertising market size reached USD 6.1 Billion in 2024. It is forecasted to grow to USD 14.7 Billion by 2033, exhibiting a compound annual growth rate (CAGR) of 9.79% between 2025 and 2033. This growth is driven by advancements in programmatic technology, enhanced audience measurement solutions, and the convergence of retail media with digital signage, enabling more targeted real-time messaging in public spaces and improving campaign effectiveness. As DOOH integrates further with omnichannel advertising strategies, its adoption is expected to rise steadily.
Study Assumption Years
- Base Year: 2024
- Historical Year/Period: 2019-2024
- Forecast Year/Period: 2025-2033
United States Digital OOH Advertising Market Key Takeaways
- Current Market Size: USD 6.1 Billion in 2024
- CAGR: 9.79% during 2025-2033
- Forecast Period: 2025-2033
- Programmatic technology growth is transforming OOH advertising by enabling automated commercial buying and placement based on real-time data and audience information.
- Digital screens are increasingly installed in malls, airports, and transit areas, enhancing in-store activity and promotions.
- Retail media networks are converging with digital signage, offering contextual advertising opportunities near points of purchase.
- Advanced audience measurement technologies like mobile tracking and anonymized location analytics improve campaign attribution and accountability.
- Miniaturized LED technology enhances display quality and energy efficiency, promoting widespread adoption.
- The market was temporarily impacted by COVID-19 due to closures of public spaces and transport facilities.
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Market Growth Factors
United States digital OOH advertising market growth is being driven by technological advances, including programmatic digital OOH, which enables automated buying and placement of advertisements on digital screens using audience or environmental data. DOOH advertising allows brands to target ads based on location, time, traffic conditions, or weather, enabling more dynamic and responsive campaign management. The flexibility of DOOH advertising is an ideal fit for both national and local digital advertisers looking to utilize data.
Another driver to retail media growth is the integration of retail media with digital signage. Retailers make money from screens in stores, shopping centers, and grocery chains. They present relevant ads to encourage product discovery and impulse purchases. Retail media allows shoppers to perceive more and to target locations more, resulting in more relevant, shopper-centric ads at the right moment. For example, in April 2025, Walmart cited a 50% year on year growth in global advertising revenue due to integrations with Walmart Connect, Vizio, et al.
Technological advancements in audience measurement and attribution have improved the business case for DOOH. Advertisers can measure dwell time, contact frequency, and post-view behavior such as store visitation using mobile tracking, computer vision and anonymous location data. To be accountable, to measure precise ROI, and to optimize in real-time go hand in hand. DOOH is becoming an essential component of the media plan because advertisers demand consistency across channels and measurable metrics when data is used.
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Market Segmentation
Breakup by Format:
- Digital Billboards: Dynamic digital displays located in public and high-traffic areas used to showcase advertisements with real-time content updates.
- Video Advertising: Advertising using video content on digital screens targeting specific audiences with engaging motion graphics.
- Ambient Advertising: Contextual and environment-integrated digital ads in public spaces enhancing brand visibility.
- Others
Breakup by Application:
- Outdoor: Digital advertising screens and billboards installed in external public locations such as roadways, transit stations, and airports.
- Indoor: Internal digital displays located within retail stores, malls, medical waiting rooms, and entertainment venues for targeted marketing.
Breakup by End Use Industry:
- Retail: Digital advertising inside stores and shopping centers to stimulate in-store activity and promotions.
- Recreation: DOOH ads placed in leisure and entertainment venues to reach consumers during recreational activities.
- Banking: Digital signage in banking environments for customer engagement and promotion of financial services.
- Transportation: Digital screens in transit areas including airports, railway and bus stations to advertise to travelers.
- Education: Use of digital out-of-home advertising in educational institutions for awareness and promotion.
- Others
Breakup by Region:
- Northeast
- Midwest
- South
- West
Regional Insights
The report does not explicitly state a dominant region or provide specific market share or growth statistics by region.
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Recent Developments News
- In November 2024, Miami-based Lumix Advertising announced plans to launch scooter-mounted LED billboard boxes in December, featuring 24 delivery scooters with digital screens cycling through ads to support small businesses.
- In August 2024, KEVANI announced the Bricklights, a double-sided digital billboard on Interstate 5 in Norwalk launching in Q1 2025, targeting over two million monthly impressions.
- In January 2025, T-Mobile acquired Vistar Media for $600 million to enhance its DOOH advertising capabilities through combined consumer insights and ad technology.
Key Players
Competitive Landscape
The competitive landscape of the industry has also been examined along with the profiles of the key players.
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