OOH Ad Revenue Tops $3 Billion in Quarter as DOOH Grows 18.5%
2026-08-19 · via DailyDOOH
US out-of-home advertising revenue climbed 10.7% year over year in the second quarter to $3.16 billion, the first time quarterly OOH revenue has crossed the $3 billion mark, according to data released by the Out of Home Advertising Association of America (OAAA). Year-to-date OOH revenue growth stands at 9.2%, the association says.
For operators of digital screens, the more relevant number is digital out of home's share of that total. OAAA says DOOH revenue grew 18.5% year over year and now accounts for 38.4% of all quarterly OOH spend, meaning digital inventory is growing faster than the format overall and taking a larger slice of a bigger pie.
The growth was broad across advertiser categories, per OAAA. Nearly three-quarters of the top 100 OOH advertisers increased spending compared with the same quarter last year. Technology and direct-to-consumer brands made up 30% of the top 100 spenders, and spending in the Computers, Software & Internet category surged 149.8% year over year, according to the report. Named advertisers among the top 25 include Apple, T-Mobile, Verizon, OpenAI, Uber, Amazon and DoorDash.
Pharma also showed up strongly, with OAAA noting Johnson & Johnson ranked as the seventh-largest OOH advertiser after more than doubling its spend, and Hospitals, Clinics & Medical Centers ranked as the second-largest product category by spend.
By format, transit advertising posted the strongest growth at 23.9% year over year, followed by place-based media at 19.3%. OAAA says cinema is pacing toward its strongest year since 2019, though the report notes it does not incorporate cinema product-category or brand-level data this quarter due to lack of availability from data partner MediaRadar.
Live events were cited as a driver of the quarter's momentum. OAAA points to FIFA's investment of more than $3 million in OOH tied to World Cup promotion and Live Nation increasing its OOH spend 10% year over year to more than $2.3 million.
What the numbers don't show
The release does not break out how much of the DOOH growth came from screen count expansion versus higher rates or longer campaign durations, information buyers and network operators would want when benchmarking their own sell-through. It also does not specify which venue types (billboards, street furniture, retail, transit) drove the digital gains within that 38.4% figure, or how much of the technology-sector spending increase reflects new advertisers versus existing ones increasing budgets. The estimates are pro forma figures based on data from Miller Kaplan, MediaRadar and member company affidavits, according to OAAA.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Brands Are Betting Bigger on OOH Say @YourOAAA
Brands are increasing their investment in out of home (OOH) advertising, driving U.S. OOH revenue up 10.7% in the second quarter of 2026 to USD 3.16 billion, marking the first time quarterly OOH revenue has surpassed USD 3 billion, according to new data from the Out of Home Advertising Association of America (OAAA). The strong quarter pushed year-to-date OOH revenue growth to 9.2%.
“Brands are increasingly recognizing the power of OOH to show up where culture, commerce and real life intersect,” said Anna Bager , President and CEO of OAAA. “Whether it’s major brands reaching consumers at scale, AI, technology and pharmaceutical companies building awareness, or marketers tapping into the energy surrounding the World Cup and other live experiences, OOH gives advertisers a way to be part of the moments people are actually experiencing. This quarter’s growth reflects the confidence advertisers have in the medium to deliver both visibility and impact.”
The growth was broad-based, with digital OOH, technology and AI advertisers, financial services and major live events all contributing to the quarter’s momentum. Nearly three-quarters (72%) of the top 100 OOH advertisers increased their spending compared to Q2 2025, while technology and direct-to-consumer brands accounted for 30% of the top 100 spenders.
Digital out of home (DOOH) remained a major engine of growth, increasing 18.5% year over year and accounting for 38.4% of total quarterly OOH revenue.
Technology was one of the quarter’s standout growth stories. Spending in the Computers, Software & Internet industry surged 149.8% year over year.
Technology and direct-to-consumer companies represented 30% of the top 100 OOH advertisers. Leading advertisers among the top 25 included Apple, T-Mobile, Verizon, Progressive, Genspark, Uber, OpenAI, Geico, Amazon, DoorDash and HBO.
The growth reflects continued investment from consumer technology and streaming platforms, alongside the expanding presence of AI-driven software and services in OOH.
DOOH accounted for 38.4% of quarterly OOH sales and increased 18.5% compared to Q2 2025.
Among major OOH formats, Transit generated the strongest growth, increasing 23.9% year over year, followed by Place-Based at 19.3%, as theaters pace toward their strongest year since 2019.
Several major advertiser industries also delivered double-digit growth, including:
Ranked by total OOH spending, the top 10 advertisers in Q2 2026 were:
Pharma also showed a strong presence in the quarter, with Johnson & Johnson ranking as the seventh-largest OOH advertiser and more than doubling its investment year over year. Hospitals, Clinics & Medical Centers also ranked as the second-largest OOH product category by spend.
Nearly three-quarters (73%) of the top 100 OOH advertisers increased their spending compared with Q2 2025.
Brands more than doubling their OOH investment included Genspark, NordVPN, Citi, New Mexico Tourism, Johnson & Johnson, Visa, Bank of America, OpenAI, Brex, DraftKings, Odoo, Canva, Nestlé, Meta, Coach, Pepsi, Boston Beer, Uber, BetMGM and Home Depot.
Major live events continued to drive OOH spending momentum during the quarter. FIFA invested more than $3 million in OOH to promote the World Cup, while Live Nation increased its OOH investment 10% year over year to more than $2.3 million.
The top 10 OOH product categories by spending in Q2 were:
Computer Software, excluding games and education
Six of the ten categories increased spending year over year, led by Computer Software, followed by Legal Services; Architects, Contractors & Engineers; Colleges & Universities; Chain Food Stores & Supermarkets; and Quick Serve Restaurants.
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and MediaRadar (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboards, street furniture, transit, place-based, and cinema advertising. The Q2 report does not incorporate product category or brand Cinema data due to lack of availability from MediaRadar.
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