OOH Advertising Revenue in US Reaches Record High in Q3 2024
OOH remains a key pillar in the omnichannel mix
Out-of-home (OOH) advertising revenue in the US soared to a record $2.04 billion in the third quarter of 2024, a 4.3% increase year-over-year, according to the Out of Home Advertising Association of America (OAAA). With year-to-date growth at 4.6%, OOH continues to cement its role as an essential component of modern marketing strategies, particularly as digital OOH expands its reach and relevance.
Digital OOH: Scaling Precision and Impact
Digital OOH accounted for 33.2% of total quarterly sales, experiencing a 7.3% increase from the previous year. This growth underscores the rising demand for programmatic advertising and precision targeting, critical tools for health and pharma advertisers aiming to deliver tailored, compliance-friendly messaging. OOH advertising is evolving fast, with digital formats driving smarter, more responsive campaigns.
Digital OOH also offers an effective channel for pharma brands to engage audiences with dynamic creative, including health education campaigns, treatment awareness, and real-time public health messaging.
Urban Formats and Healthcare Audiences
Transit and street furniture formats, which grew by 8.3% and 7.3% respectively, highlight the resurgence of urban commuter audiences. For health and pharma advertisers, these environments are ideal for targeting professionals in high-density healthcare hubs or patients in proximity to hospitals and clinics. The return-to-office trend amplifies the potential reach of campaigns aimed at professionals navigating urban areas. OOH advertising in transit and street-level formats offers health marketers consistent visibility in the everyday paths of urban healthcare audiences.
Industry Trends: Pharma Among Growth Sectors
The OOH sector saw double-digit growth across several industries, including Local Services & Amusements (+13.4%) and Government, Politics & Organizations (+11%). OOH advertising continues to gain traction among health-focused sectors, offering a scalable platform for public awareness and government-backed health initiatives. While the report focuses broadly on ad categories, health-related initiatives can align with these sectors to promote public health campaigns or governmental health initiatives.
Top Advertisers: Lessons for Pharma
Among the top 100 advertisers, over 50% increased their OOH Advertising investments from Q3 2023, with brands like McDonald’s, Apple, and Amazon leading the way in terms of spend. This includes health-related brands like Johnson & Johnson and GlaxoSmithKline, signaling that OOH remains a viable channel for expanding brand presence in health and wellness.
solli’s Final Thought
As OOH Advertising continues its upward trajectory, health and pharma media professionals should recognise its increasing popularity as a ‘channel’ within the media mix. From digital advancements to urban activation, the medium provides tools to deliver targeted, compliance-friendly, and high-impact campaigns. Whether promoting awareness for a new treatment or driving patient engagement, OOH’s evolving capabilities align seamlessly with the needs of modern healthcare communications.
