OOH Advertising Revenue in US Reaches Record High in Q3 2024

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...