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.

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.

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%). 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 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 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.