DOOH Emerges as a key growth driver in the US Market

The OOH advertising landscape in the United States is undergoing a steady transformation as digital capabilities reshape the medium. According to Guideline’s report “Winning in the Digital Age: Shifting Digital Budgets, an Opportunity for DOOH,” the shift toward digital formats is opening new opportunities for growth within the OOH ecosystem.  

While OOH continues to expand in absolute spending, its share within the broader media mix remains relatively small. The report notes that OOH spending in the US has grown at an average annual rate of around 4% since 2022. However, despite this growth, the medium has lost market share within the total media landscape, with approximately $500 million in share lost since 2022 and nearly $1.3 billion since 2017.  

DOOH emerging as the primary growth engine 

DOOH has become the main driver of growth for the OOH sector in the US market. According to the report, digital formats accounted for 55% of OOH revenue growth between 2024 and 2025.  

The rise of DOOH is largely driven by its ability to align with modern advertising practices. Programmatic buying, dynamic creative capabilities, and real-time messaging allow advertisers to treat DOOH as an extension of digital media strategies. 

However, the report also highlights that limited digital screen inventory remains a key constraint for faster adoption. Expanding DOOH infrastructure will therefore be crucial for unlocking the next phase of growth in the medium.  

Budget shifts creating new opportunities 

Another significant development shaping the US OOH market is the reallocation of advertising budgets across media channels. OOH has increasingly benefited from advertisers shifting investments from other formats. 

The report notes that sectors such as airlines, banking, and software have redirected portions of their advertising budgets toward OOH campaigns. This movement reflects a growing recognition of OOH’s ability to deliver high-impact brand visibility and scale.  

Guideline also indicates that capturing a fair share of advertising budgets across key industry categories could generate as much as $1.3 billion in incremental revenue for the OOH sector.  

Category-level growth opportunities 

Several categories are expected to drive future OOH spending growth in the US market. Industries such as non-health insurance, discount retail, and pet care are forecast to increase advertising investments in the coming years.  

These sectors increasingly rely on geo-targeted advertising and high-visibility formats to connect with consumers in real-world environments. OOH’s presence across urban spaces, retail corridors, and transport networks makes it a strong fit for such strategies. 

OOH among the few traditional media formats growing 

Despite the continued dominance of digital media, OOH stands out as the only non-pure digital advertising format expected to grow in the coming years. The report forecasts that US OOH advertising spend will increase by approximately 4.1% in 2026.  

Within this growth, digital formats are projected to significantly outperform traditional OOH. DOOH spending is expected to grow by about 14.5%, while traditional OOH formats are forecast to expand at a modest 1.5%.  

At the same time, traditional media channels such as print, radio, and linear television are expected to decline, highlighting OOH’s unique position as a physical medium adapting successfully to the digital era. 

The road ahead 

While the outlook for OOH in the US remains positive, the report suggests that the industry must address several structural challenges to fully capitalize on emerging opportunities. 

Improving measurement standards, expanding DOOH inventory, and ensuring stronger budget retention will be critical to sustaining growth. As advertisers increasingly seek formats that combine digital agility with real-world impact, OOH, particularly DOOH, appears well positioned to strengthen its role in the evolving media landscape.