Key stat: Out-of-home (OOH) ads prompt an average 13.3% growth in US ad awareness, outpacing TV (10.2%), digital (3.9%), and connected TV (2.2%), according to a July report from Clear Channel Outdoor and Kantar.

Beyond the chart:

• Worldwide OOH ad spending is expected to reach $49.8 billion this year, according to a June report from the World Out of Home Organization.
• The leading US industry for OOH ad spending in Q1 2025 was local services and amusements, per a June report from the Out of Home Advertising Association of America.

Use this chart: Brand marketers and media planners should consider rebalancing their channel mix to give greater weight to OOH, especially for upper- and mid-funnel goals like awareness and purchase intent. These formats deliver outsized returns on key brand KPIs and can amplify performance when paired with digital.

Related EMARKETER reports:

• Out-of-Home Forecast and Trends 2024 (EMARKETER subscription required)
• US Social Network Forecasts 2025 (EMARKETER subscription required)

Methodology: Data is from the July 2025 Clear Channel Outdoor and Kantar Out-of-Home (OOH) study as cited in a press release. Data is from multiple B2B and consumer measurement studies across multiple advertising categories conducted throughout 2020-2025. Measurement was conducted via CCO RADARProof, Clear Channel's campaign performance attribution solution, and Kantar.