Out-of-Home Advertising Market in the US – Size, Forecast, and Competitive Landscape: Explore LZ Technology’s US Potential

Market Outlook: Out-of-Home Advertising Market in the US 2025-2029

The out-of-home advertising market in the US is a dynamic and growing sector, driven by advancements in digital signage and increased investment in outdoor media, offering advertisers diverse opportunities to reach consumers in public spaces. The market is expected to grow at a CAGR of 10%-15% between 2025 and 2029. Exact values for this market can be accessed upon purchasing the report. Key companies in this market include:

• Omnicom Group
• Publicis Groupe
• The Interpublic Group of Companies
• Focus Media Information Technology
• WPP plc
• Vertiv Holdings Co.

IPO Company Overview: LZ Technology in the US out-of-home advertising market

LZ Technology Holdings recently launched its IPO on the Nasdaq Capital Market in February 2025 under the ticker symbol LZMH, creating a new opportunity for investors. LZ Technology is a provider of advanced advertising solutions, specializing in out-of-home OOH advertising technologies. The company leverages cutting-edge technology to offer dynamic and impactful advertising experiences across a range of public spaces in the US and internationally. With a strong focus on innovation, LZ Technology is at the forefront of the advertising industry, delivering effective, data-driven solutions that enable brands to engage with audiences in real-time.

Market Segmentation: How is the US out-of-home advertising market segmented?

By Advertising Type

• Traditional OOH Advertising
• Digital OOH Advertising
• Others

By Application

• Billboards
• Transportation
• Street Furniture
• Airports
• Others

Digital billboards are the experiencing significant growth due to their ability to display real-time, targeted content and capture the attention of a broad audience with dynamic and eye-catching visuals. Traditional billboards are also in high demand, as they remain one of the most impactful forms of traditional advertising, offering high visibility in key locations and attracting significant consumer attention.

Investment Opportunities: Why explore the US out-of-home advertising market with Technavio?

Recent developments in the out-of-home (OOH) advertising market in the US highlight a rapid shift toward digital innovation and a strong recovery from pandemic-related disruptions. The increasing adoption of digital advertising has been a major trend, with advertisers moving away from traditional static billboards and embracing dynamic digital screens that can display real-time, targeted content. Digital billboards, transit displays, and interactive kiosks are growing in popularity due to their flexibility, ability to provide detailed analytics, and real-time content updates. In addition, the integration of mobile technology and data-driven advertising strategies has enabled advertisers to tailor messages more precisely to specific demographics and locations, further enhancing the effectiveness of OOH campaigns.

Another key development in the US OOH market is the heightened focus on sustainability and environmental impact. As advertisers become more conscious of their carbon footprint, there has been a push towards more eco-friendly advertising solutions, such as energy-efficient digital screens and materials that are recyclable or sustainable. Furthermore, the growing importance of audience measurement technology has allowed advertisers to better track consumer engagement and refine strategies for maximum impact. The resurgence of OOH advertising following the pandemic, fueled by an increased return to public spaces and outdoor events, positions the sector for continued growth. With advancements in technology and a shift toward data-driven strategies, the US OOH market is adapting to the changing landscape and becoming an increasingly valuable tool for advertisers.

Market Dynamics: What factors are influencing the out-of-home advertising market in the US?

Drivers: The out-of-home (OOH) advertising market in the US is primarily driven by advancements in digital technology and a shift towards real-time, targeted advertising. The growth of digital out-of-home (DOOH) advertising, particularly through digital billboards and interactive screens, has made it easier for advertisers to engage consumers with dynamic and customized content. Additionally, the resurgence of outdoor activities and return to public spaces following the pandemic has increased foot traffic, providing advertisers with more opportunities to reach a wider audience. The integration of mobile technology and location-based data has also enhanced the ability to deliver relevant messages to specific demographics at the right time.

Trends: Key trends in the US OOH advertising market include the increasing use of programmatic advertising, where ads are bought and sold through automated platforms, providing more efficiency and flexibility for advertisers. The expansion of digital billboards and screens in high-traffic areas, such as airports, malls, and transit hubs, continues to grow, enabling more dynamic and real-time content delivery. Additionally, there is a significant shift towards incorporating sustainability practices, with advertisers and OOH media companies adopting eco-friendly technologies, such as energy-efficient displays and recyclable materials, to reduce their environmental footprint.

Opportunities: The OOH advertising market in the US presents numerous opportunities, particularly in the digital space. As more consumers interact with their smartphones while on the go, there is a growing opportunity for advertisers to leverage location-based targeting and mobile integration for enhanced engagement. Furthermore, as programmatic advertising becomes more prevalent, smaller businesses and local advertisers have more access to the OOH market, creating growth in previously untapped segments. The recovery of live events, tourism, and outdoor activities also presents opportunities for OOH advertising to capitalize on the large crowds and high engagement at concerts, sporting events, and festivals.

Challenges: Despite its growth, the OOH advertising market in the US faces several challenges, including rising competition from digital media platforms like social media and streaming services, which offer highly targeted and measurable advertising opportunities. Additionally, high upfront costs associated with digital signage infrastructure and the maintenance of large-scale advertising displays can be a barrier for some advertisers. Regulatory challenges also pose a hurdle, as cities and municipalities implement zoning restrictions or bans on certain types of outdoor advertising. Finally, the ongoing need for accurate audience measurement and data analytics remains a challenge for advertisers seeking to gauge the true impact of their campaigns.

Investment Questions: Topics to consider when investing in the out-of-home advertising market in the US

How does the company plan to leverage emerging technologies?
It’s important to understand how companies in the OOH space are incorporating advancements in technologies like programmatic advertising, mobile integration, and data analytics. How will these technologies enhance the targeting, flexibility, and ROI of advertising campaigns?

What are the regulatory and zoning risks?
Understanding the regulatory environment is crucial, as municipalities may impose restrictions on outdoor advertising. How does the company navigate local zoning laws, and how might potential regulatory changes impact the business?

What is the company’s sustainability strategy?
Sustainability is becoming increasingly important in the OOH industry, with a growing demand for eco-friendly advertising solutions. How does the company address environmental concerns, and is it investing in energy-efficient and sustainable practices?

How resilient is the market to economic downturns?
Like many advertising sectors, OOH advertising can be cyclical. What is the company's strategy for maintaining stable revenue streams during economic downturns or periods of reduced consumer spending?

What are the capital expenditure and maintenance costs associated with digital signage?
Digital OOH advertising requires substantial upfront investment in hardware and ongoing maintenance. What is the company’s financial strategy for managing these costs, and how scalable is its infrastructure?

For a detailed analysis of the out-of-home advertising market in the US, buy the full report

Technavio Report Insights: How Can Technavio Reports Help Investors Make Better Business Decisions?

Key Features of a Technavio Report: 

• Comprehensive Market Analysis: Provides a detailed overview of the out-of-home advertising market in the US, including market size, growth rate, segmentation, and regional analysis. 

• In-Depth Competitive Landscape: Offers insights into the competitive dynamics, market share and positioning, and product offerings of key players. 

• Future Market Trends: Identifies emerging trends and opportunities that can shape the future of the market. 

• Detailed Segmentation: Breaks down the market into various segments to help investors identify specific niches and target markets. 

• Expert Analysis: Provides expert insights and forecasts from industry analysts

FAQ

1. What is out-of-home (OOH) advertising?
Out-of-home (OOH) advertising refers to any advertising that reaches the consumer while they are outside of their home. This includes formats like billboards, transit ads (on buses, trains, taxis), digital screens in public spaces, posters, and airport advertising.

2. How is the OOH advertising market evolving in the US?
The OOH advertising market in the US is evolving with a strong shift towards digital formats, such as digital billboards and interactive digital displays. This transition allows advertisers to deliver real-time, dynamic content and more targeted messages. Advancements in data analytics and programmatic advertising are also enhancing the precision and effectiveness of OOH campaigns.

3. What is the difference between traditional and digital OOH advertising?
Traditional OOH advertising refers to static formats, such as printed billboards, posters, and signage. Digital OOH (DOOH) advertising, on the other hand, involves dynamic digital displays that can show animated, video, or interactive content, and offer greater flexibility in terms of content updates and targeting.

4. How are sustainability concerns addressed in the OOH market?
Sustainability is a growing concern in the OOH industry. Companies are adopting energy-efficient digital screens, using recyclable materials for billboards, and investing in eco-friendly technologies. Many OOH companies are also reducing their carbon footprint by using solar-powered signage and implementing greener production practices.

5. What is the future outlook for the OOH advertising market in the US?
The future of the OOH advertising market in the US looks promising, with continued growth driven by digital innovation, programmatic buying, and data analytics. As more consumers return to public spaces and outdoor events, OOH advertising is poised to become an increasingly essential component of integrated advertising strategies. The market is also expected to benefit from advances in sustainability practices and improvements in audience measurement technologies.