As advertisers seek innovative ways to connect with today’s mobile consumers, Out-of-Home (OOH) advertising is proving to be quite relevant. According to BIA’s latest U.S. Local Advertising Forecast, OOH has established itself as a dynamic and resilient segment within the local media landscape. More advertisers are integrating OOH into comprehensive media campaigns that span television, streaming, outdoor, and digital channels—highlighting its effectiveness in reaching diverse audiences.
We’re expanding our analysis on OOH, and this is our first blog post in a new series. Let’s get started.
Rising OOH Ad Spend
BIA projects that OOH advertising revenue will be $8.8 billion in 2025 and reach $9.2 billion in 2026. While various traditional media may face slower growth, OOH continues to gain traction as advertisers recognize its unique ability to drive awareness. This effectiveness is particularly amplified when OOH is used in tandem with other media types, including television, digital platforms, and streaming services.
Dominant Advertising Categories for OOH
The strength of OOH lies in its broad advertiser base, with crucial verticals leading the charge. Our forecast for 2025 identifies the following dominant categories:
- Leisure and Recreation: $2.6 billion
- General Services: $1.2 billion
- Finance and Insurance: $1.0 billion
Notably, in the Legal Services sector—positioned within the General Services category in our forecast—advertisers are expected to collectively spend $8.5 billion across all media, with $439.7 million (5.2%) dedicated to OOH, projected to rise to $449.4 million in 2026.
In large and midsize markets, OOH spending illustrates its significant impact. For instance, in Chicago, OOH accounted for 4.9% of the total legal advertising spend, generating $17.1 million, while in Charlotte, NC, it represented 5.1%, amounting to $3.6 million in 2025. (Get more of these types of insights here: BIA’s OOH forecast as presented to the OAAA Association)
Future Growth Projections
Looking ahead to 2026, BIA forecasts strong growth across several key business verticals:
- Real Estate Development: up 10%
- Full-Service Restaurants & Bars: up 8%
- Amusement Parks & Arcades: up 7.4%
- Quick Service Restaurants: up 6.9%
These segments highlight how experience-based, lifestyle-oriented, and service-focused businesses are tapping into OOH to create awareness and influence purchasing decisions in the environments where consumers live, work, and play. Additionally, political advertising is experiencing robust growth in OOH; our forecasts indicate a remarkable 58.6% increase in local political OOH advertising from 2020 to 2024.
In our next blog post, we’ll examine digital transformation inside OOH. Till then, enjoy the resources listed below and reach out to us at OOHADVantage@bia.com to discuss OOH.
Insights and Guidance for OOH Companies and Advertisers
BIA is committed to supporting OOH companies and advertisers to explore this dynamic landscape. Our enhanced research, forecasts, and strategic consulting are designed for media operators, agencies, and technology providers to help them:
- Understand local market advertising dynamics and wallet share
- Identify high-growth advertiser categories for OOH
- Benchmark competitive spending and ROI potential to illustrate OOH’s market share compared to other local media
- Plan strategies for pricing, market entry, and mergers and acquisitions
If you don’t know BIA and want to learn more about us, or if you know us and want to browse some of our latest OOH materials, here are a few resources:
- BIA OOH Services: Unlocking Growth for OOH Media
- Sneak peek at BIA’s OOH forecast as presented to the OAAA Association
We also invite you to visit our new homepage for our OOH services here. To contact our team to schedule a briefing on your market opportunities, email us OOHADVantage@bia.com.
