Out of home (OOH) advertising posted its 17th consecutive quarter of growth, increasing 3% year-over-year to $2.86 billion in Q2 2025. Year-to-date, OOH revenue is up 2.6%.

Key Growth Drivers in OOH Advertising

• Digital OOH: Up 9.2%, representing 36% of all OOH revenue.
• Strongest growth categories: Financial Services (+32.9%), Communications (+30.5%), Insurance & Real Estate (+13.8%), and Local Services & Amusements (+10.4%).

Strongest Categories in Q2 2025

1. Legal Services
2. Hospitals, Clinics & Medical Centers
3. Consumer Banking
4. Domestic Hotels & Resorts
5. Local Government
6. Colleges & Universities
7. Quick Serve Restaurants
8. Architects, Contractors & Engineers
9. Computer Software (excluding games/education)
10. Chain Food Stores & Supermarkets

Top Advertisers Expanding Billboard Investment

• Top 10 spenders: Morgan & Morgan Attorneys, Apple, McDonald’s, Coca-Cola, Verizon, Disney, Universal Pictures, Indeed, T-Mobile, Comcast.
• 65% of the top 100 advertisers increased OOH spend YoY; FIFA, Rocket Mortgage, GEICO, Mastercard, and Kia America more than doubled their investment.
• Tech and DTC brands remain influential, with 27 of the top 100 advertisers in these categories (Apple, Verizon, Amazon, HBO, Netflix, Turo, Progressive).

Live Event Momentum

FIFA alone invested $5M+ in Q2 OOH to promote the FIFA Club World Cup, showcasing the channel’s strength during shared live events leading up to the 2026 World Cup.

Client Takeaway

National brands are scaling their roadside billboard presence, especially in digital formats. This momentum is proof that OOH continues to deliver reach, relevance, and ROI for category leaders across industries.

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Source: OAAA / Media Radar