Billboard and Outdoor Advertising Market Report 2025

The billboard & outdoor advertising market size has grown steadily in recent years. It will grow from $60.7 billion in 2024 to $62.52 billion in 2025 at a compound annual growth rate (CAGR) of 3%. The growth in the historic period can be attributed to mobility and transportation changes, environmental considerations, cultural and social trends, competition and industry growth, innovations in design and creativity.

The billboard & outdoor advertising market size is expected to see steady growth in the next few years. It will grow to $71.19 billion in 2029 at a compound annual growth rate (CAGR) of 3.3%. The growth in the forecast period can be attributed to digital transformation, targeted advertising solutions, mobile integration, augmented reality (AR) and virtual reality (VR), environmental sustainability. Major trends in the forecast period include cross-channel campaigns, interactive advertising, mobile integration, data-driven targeting, programmatic buying.

The anticipated rise in digital out-of-home (DOOH) advertising is poised to contribute to the expansion of the billboard and outdoor advertising markets. Out-of-home (OOH) advertising encompasses promotional activities outside the home, including billboards, bus shelters, wallscapes, and posters. DOOH, exemplified by outdoor signage, digital billboards, and television screens, offers a dynamic alternative to traditional billboards by displaying live images and running multiple advertisements, capturing a broader consumer audience. Reports from SEO by Sociallyin indicate an estimated 19.2% growth in DOOH advertising spending, reaching $3.84 billion in 2023, showcasing its lucrative and engaging nature.

The growing adoption of digital marketing is expected to drive the growth of the billboard and outdoor advertising market in the future. Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a specific audience. It can enhance billboard and outdoor advertising by making it more interactive, engaging, and targeted. This approach helps businesses reach individuals who are most likely to be interested in their offerings and allows for measuring the effectiveness of their campaigns. For instance, in August 2024, IBISWorld, a US-based online database, reported a 15.6% increase in the number of digital advertising agencies in the USA from 2022 to 2023, bringing the total to 48,971 agencies. Therefore, the rising adoption of digital marketing is driving the growth of the billboard and outdoor advertising market.

The expansion of programmatic media buying is a notable trend in the realm of digital out-of-home (DOOH) advertising. Programmatic advertising involves the use of automated technology to purchase advertising space, contrasting with traditional digital advertising methods. This approach utilizes data insights and algorithms to ensure that the right advertisements reach the right audience at the right time and price. Notably, about 82% of viewers can recall a DOOH advertisement they saw over a month ago. Brands are now enhancing their in-house programmatic media buying capabilities. For example, in October 2024, AllOver Media, a U.S.-based media company, launched a new service aimed at improving transparency in outdoor advertising by offering third-party audits of out-of-home (OOH) impressions specifically for convenience stores (C-Stores). This service is designed to provide more accurate metrics for advertisers, ensuring they have reliable data on ad exposure in these high-traffic locations. This initiative aligns with a broader trend in the advertising industry focused on increasing accountability and verifying the effectiveness of advertising efforts.

Major companies in the billboard and outdoor advertising market are actively innovating technological products to enhance the accessibility and effectiveness of DOOH advertising. For instance, JCDecaux Group launched a programmatic DOOH offering for the Brazilian market in June 2022, allowing real-time automated buying and selling of DOOH advertising inventory. This approach mirrors programmatic online advertising but is tailored specifically for DOOH screens, enabling advertisers to purchase inventory efficiently and at scale.

In August 2024, Verde Outdoor Media, a prominent U.S.-based outdoor and online advertising firm, acquired Great Outdoor Advertising for an undisclosed amount. This acquisition significantly broadens Verde Outdoor's advertising portfolio by incorporating vibrant posters, bulletins, and digital billboards in the Philadelphia tri-state area and western New York. This strategic move strengthens the company's market presence and advertising capabilities, enabling it to offer more diverse and impactful solutions to clients. Great Outdoor Advertising Company operates as an independent out-of-home advertising operator in the Northeast.

Major companies operating in the billboard and outdoor advertising market include Capitol Outdoor LLC, Titan Outdoor Holdings Inc., JCDecaux Group, Clear Channel Outdoor Holdings Inc., Lamar Advertising Company, Stroer SE & Co. KGaA, Outfront Media Inc., Vector Media Pvt. Ltd., Focus Media Holding Limited, Daktronics Inc., APG SGA AG, oOh!media Limited, Yesco Outdoor Media LLC, Posterscope Limited, Kinetic Worldwide Ltd., Intersection Co., Adams Outdoor Advertising Ltd., Watchfire Signs LLC, Primedia Pty Ltd., Ocean Outdoor UK Limited, Broadsign International LLC, Fairway Outdoor Advertising LLC, Prismview LLC, Talon Outdoor Limited, Formetco Incorporated, Ayuda Media Systems Ltd., Burkhart Advertising Inc., Exterion Media Uk Ltd., Vistar Media Inc., Allison Outdoor Advertising Ltd., Rapport Worldwide Ltd., Adomni Inc.

Asia-Pacific was the largest region in the billboard and outdoor advertising market in 2024. North America was the second largest region in the global billboard and outdoor advertising market analysis. The regions covered in the billboard and outdoor advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the billboard and outdoor advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Billboard advertising involves the promotion of a brand, offering, or campaign through large-scale print and digital advertising boards. Outdoor advertising, on the other hand, refers to reaching customers with advertisements while they are outside their homes.

The primary types of billboards and outdoor advertising include painted billboards, digital billboards, multi-purpose billboards, mobile billboards, and others. A digital billboard displays digital graphics that are altered every few seconds by a computer. While primarily used for advertising, digital billboards can also serve public service purposes. These services find applications in various locations such as highways, railway stations, buildings, automobiles, and are utilized by sectors such as retail, banks and financial institutions, commercial buildings, media and entertainment, government, and transportation.

The billboard and outdoor advertising market research report is one of a series of new reports that provides billboard and outdoor advertising market statistics, including global and regional market sizes, competitors with a billboard and outdoor advertising market share, detailed billboard and outdoor advertising market segments, market trends and opportunities, and any further data you may need to thrive in the billboard and outdoor advertising industry. This billboard and outdoor advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The billboard and outdoor advertising market consists of revenue earned by entities by providing services such as creating and designing public display advertising campaign materials, such as printed, painted, or electronic displays, and/or place such displays on indoor or outdoor billboards and panels, or on or within transit vehicles or facilities, shopping malls, retail (in-store) displays, and other display structures or sites. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

This product will be delivered within 3-5 business days.