Out of home (OOH) advertising revenue in the third quarter totaled $2.04 billion, up 4.3%, according to the Out Of Home Advertising Association. The group said growth in the period reached a third quarter record for the medium. Year-to-date growth stands at 4.6%.  

Digital OOH, which accounted for 33.2% of quarterly sales, increased 7.3% from a year ago. The Transit category generated the greatest growth, increasing by 8.3%, followed by Street Furniture at 7.3% growth.  

Four of the top ten product industries generated double-digit growth: Automotive Dealers & Services +18%, Retail +17.7%, Local Services & Amusements +13.4%, and Government, Politics & Organizations +11%.  

OOH political spend increased 31.6% compared to the third quarter of the last presidential cycle in 2020. Campaigns for ballot issues, U.S. House and Senate races, and the presidential race all grew significantly, increasing 60.7%, 184.3%, and 4075.8%, respectively.   

Ranked in order of OOH spending, the top 10 advertisers in the third quarter were McDonald’s, Apple, Verizon, Amazon, Anheuser-Busch, Morgan & Morgan Attorneys, Heineken, Coca-Cola, Universal Pictures, and T-Mobile.  

Among the top 100 OOH advertisers, over half increased their OOH spend from Q3 2023, and 17 more than doubled their spend including: Party City, Smart & Final, Johnson & Johnson, Nestle, GlaxoSmithKline, Walmart, ABC, David Yurman, Nike, StackAdapt, Verizon, Total Wine & More, Meta, Sixt, Heineken, Max and 7-Eleven.  

OAAA uses multiple sources for its revenue estimates including Miller Kaplan and MediaRadar/Vivvix and member company affidavits. Cinema September data was not included in the quarterly analysis because it was unavailable from Vivvix.   

"We are excited to see another record-breaking quarter for OOH, underscoring its enduring relevance and effectiveness in today's media landscape,” stated Anna Bager, President and CEO, OAAA. “With digital OOH driving significant gains and urban formats reflecting return to office trends, we're seeing OOH's unique ability to adapt and thrive in changing environments.”