OOH Advertising Trends & Stats Over Time (2019-2025)
2019
OOH Notice and Engagement
• 90 percent of travelers said they noticed OOH in the past month.
• 81 percent noticed a roadside billboard.
• 55 percent noticed a digital billboard.
• 81 percent noticed the message on OOH ads.
• 85 percent of people who saw a billboard noticed its message.
Insight: Even before 2020, billboards and OOH delivered extremely high notice rates, among the strongest of any media channel.
Source: OAAA / Nielsen
2022 to 2023
Recall Compared to Other Media
• Aggregated studies from 2017 through 2022 showed OOH produced higher ad recall than TV, radio, print, online display, podcasts, and streaming audio.
Consumer Engagement
• A 2023 survey found 88 percent of consumers noticed OOH ads and nearly 80 percent engaged with them in the prior 60 days.
Insight: As media fragmentation increased, OOH recall remained strong and competitive against digital and broadcast channels.
Source: OAAA, Solomon Partners, PR Newswire
2024 to 2025
General Notice and Awareness
• Nearly 90 percent of adults reported noticing an OOH ad within the past month.
• 69 percent of adults said they noticed a billboard in the past 30 days.
Recall and Exposure
• 82 percent of shoppers recalled seeing an OOH ad in the last month.
• 75 percent of travelers reported seeing a digital billboard in the past month.
• 62 percent of consumers noticed a digital billboard in the last month.
• 96 percent of students reported noticing outdoor advertising.
Insight: Awareness and recall remain extremely high, with digital formats increasing reach without reducing overall attention.
Source: OAAA, Morning Consult, Gitnux
Consumer Behavior and Action (2025)
• 86 percent of consumers say they notice billboard ads while driving.
• 73 percent of outdoor ad viewers remember the message after a single exposure.
• 55 percent of consumers report visiting a business after seeing a billboard at some point.
• Billboards reach up to 90 percent of U.S. residents monthly.
Insight: OOH does not just build awareness. It consistently drives real-world and online action.
Source: ZipDo, OAAA
Trends Over Time
Visibility and Noticeability
• OOH advertising has consistently delivered near universal reach over multiple years, with approximately 90 percent of adults reporting exposure in many studies from 2019 through 2025.
Recall and Memory
• OOH frequently outperforms other media channels in recall. Recent studies continue to show recall rates in the 80 percent plus range among viewers.
Consumer Action
• A significant percentage of people take action after seeing OOH ads, including visiting stores, searching online, and engaging with mobile devices.
Technology and Format Evolution
• Digital billboards and DOOH formats have expanded reach and flexibility while maintaining strong recall and notice rates.
Summary
Out-of-home and billboard advertising have maintained exceptionally high visibility over time. Noticeability has remained around 90 percent across multiple studies. Recall often outperforms other major media channels, and consumer action following exposure continues to be strong. The growth of digital OOH has expanded capabilities without weakening attention or effectiveness.
Sources
Out of Home Advertising Association of America (OAAA) and Nielsen, 2019
https://oaaa.org/news/new-study-finds-more-than-90-of-us-travelers-notice-ooh-advertising/
OAAA and Solomon Partners, 2023 Benchmark Report
https://oaaa.org/news/out-of-home-advertising-produces-highest-levels-of-consumer-recall-versus-other-media-channels-according-to-solomon-partners-2023-benchmark-report-estimates-for-the-u-s/
OAAA and Morning Consult OOH Study, 2023
https://www.oaaa.org/wp-content/uploads/2023/03/OAAA-OAAA-Morning-Consult-OOH-Ad-Study-March-2023.pdf
OAAA Value of OOH Guide, 2024
https://oaaa.org/wp-content/uploads/2024/02/2024-Value-of-OOH-Guide.pdf
Gitnux Billboard and Outdoor Advertising Statistics, 2025
https://gitnux.org/billboard-advertising-statistics/
https://gitnux.org/outdoor-advertising-statistics/
ZipDo Billboard Advertising Statistics, 2025
https://zipdo.co/billboard-advertising-statistics/
