Markets in Focus
Global OOH market set for strong growth: Polaris Market Research
According to a new study by Polaris Market Research, rising urbanisation, smart-city infrastructure, and the rapid adoption of programmatic digital out-of-home are reshaping the scale, measurability, and creative depth of outdoor advertising worldwide.
The global OOH advertising industry is set for sustained expansion, with market size projected to reach USD 43.56 billion by 2034, growing at a CAGR of 5.2%, according to a recent report released by Polaris Market Research. The findings reinforce the medium’s continued relevance as brands prioritise high-visibility, real-world consumer engagement across evolving urban environments.
OOH advertising, spanning billboards, transit media, street furniture, and digital signage, continues to serve as a foundational awareness driver within integrated media strategies. Its ability to reach audiences during daily mobility moments, commutes, travel, and high-footfall public interactions, ensures repeated exposure and strong brand recall.
A key growth catalyst highlighted in the Polaris Market Research report is the rapid acceleration of digital out-of-home (DOOH). As advertisers increasingly seek dynamic, contextual, and data-responsive communication, digital formats are enabling real-time creative optimisation, targeted messaging, and measurable engagement, reshaping how outdoor media is planned and executed.
While DOOH momentum is rising, traditional OOH formats continue to hold the largest market share globally, supported by established infrastructure and cost-efficient mass reach. Among formats, billboards remain dominant due to their scale, visibility, and sustained exposure value across both urban centres and highway corridors.
From an advertiser category perspective, retail and consumer goods brands lead OOH investments, leveraging proximity to purchase environments to influence consumer decision-making. Regionally, North America currently commands the largest share of the market, while Asia-Pacific is emerging as the fastest-growing region, driven by infrastructure expansion, smart-city initiatives, and transit media development.
As the Polaris Market Research analysis indicates, the future of OOH lies at the intersection of technology, data, and urban infrastructure, transforming the medium from static visibility into an intelligent, experience-led communication platform aligned with modern omnichannel marketing ecosystems.