OOH ad revenue tops $3B in a quarter for first time, DOOH leads growth
2026-08-27 · via Digital Signage Today
Out of home advertising revenue hit $3.16 billion in the second quarter, up 10.7% from the prior quarter and the first time quarterly OOH revenue has passed $3 billion, according to data released by the Out of Home Advertising Association of America. Year over year growth stood at 9.2%.
For operators running digital screens in transit hubs, malls, venues and other public spaces, the headline number that matters most is digital out of home's share of that growth. DOOH revenue rose 18.5% year over year and now accounts for 38.4% of total quarterly OOH revenue, according to OAAA. That is a meaningful jump in share for a format that continues to pull ad dollars away from static billboards and posters.
OAAA says the growth was broad-based rather than concentrated in one category. Digital OOH, technology and AI advertisers, financial services companies and spending tied to major live events all contributed. Nearly three-quarters, 73%, of the top 100 OOH advertisers increased spending compared with the same quarter last year, and technology and direct-to-consumer brands made up 30% of the top 100 spenders. The release names Apple, T-Mobile, Verizon, Progressive, Genspark, Uber, OpenAI, Geico, Amazon, DoorDash and HBO among the top 25 advertisers, though the full ranked top 10 list was not included in the material provided.
By format, transit posted the strongest growth among major OOH categories, up 23.9% year over year. Place-based advertising, the category that includes screens in venues such as theaters, gyms, doctors' offices and retail locations, grew 19.3%. OAAA notes that theaters are on pace for their strongest year since 2019, which is worth watching for any operator with screen inventory in cinema lobbies or concession areas.
"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, in the release. She pointed to AI, technology and pharmaceutical companies building awareness alongside marketers tapping into live events like the World Cup as drivers of the quarter's results.
What the release does not spell out is how much of the DOOH growth is coming from programmatic buying versus direct-sold inventory, or how pricing per impression moved during the quarter. Those details matter to network operators trying to gauge whether the revenue surge reflects more advertisers buying in, higher rates, or simply more screens carrying ads. For now, the topline signal is straightforward: digital formats keep taking a larger slice of a growing OOH pie, and computer software was the leading advertiser category by spending in the quarter.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Out of home advertising revenue surged 10.7% in the second quarter, hitting $3.16 billion, marking the first time quarterly OOH revenue surpassed $3 billion, according to data from the Out of Home Advertising Association of America.
With the surge OOH revenue growth stands at 9.2% compared to a year ago, according to an OAAA press release .
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, according to OAAA. Nearly three-quarters (73%) of the top 100 OOH advertisers increased spending compared to Q2 2025. Technology and direct-to-consumer brands accounted for 30% of the top 100 spenders.
Digital out of home remains a major factor of growth, increasing 18.5% year over year and accounting for 38.4% of total quarterly OOH revenue.
"Brands are increasingly recognizing the power of OOH to show up where culture, commerce and real life intersect," Anna Bager, president and CEO of OAAA, said in the release. "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."
Leading advertisers among the top 25 included Apple, T-Mobile, Verizon, Progressive, Genspark, Uber, OpenAI, Geico, Amazon, DoorDash and HBO.
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.
Ranked by total OOH spending, the top 10 advertisers in Q2 2026 were:
Nearly three-quarters, 73%, of the top 100 OOH advertisers increased their spending compared with Q2 2025. The top 10 OOH product categories by spending in Q2 were:
Computer software, excluding games and education.
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