Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Out-of-Home Ad Spending 2022

How Marketers Should Adjust to the New Normal in Outdoor Advertising

About This Report
Following two tough years, US OOH ad spending will near its pre-pandemic levels in 2022, as advertisers embrace traditional outdoor placements, particularly billboards.
Table of Contents

Executive Summary

Following two tough years, US out-of-home (OOH) ad spending will near its pre-pandemic levels in 2022. The amount of OOH revenues that go toward billboards is dropping but still above historic levels. Programmatic OOH is a growing, but limited, opportunity.


  1. How much money will advertisers spend on OOH?
  2. To what degree is OOH advertising going digital?
  3. What share of OOH advertising transacts programmatically?

WHAT’S IN THIS REPORT? This report includes our latest ad spending forecast for total OOH, traditional OOH, digital OOH (DOOH), and our forecast for programmatic OOH.

KEY STAT: US advertisers will spend about $8 billion on OOH in 2022.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. OOH Spending Expands as Outdoor Activity Picks Up
    4. Media and Finance Advertisers Make OOH Inroads
    1. Making the Most of OOH Marketing Tactics
    2. Billboards Reign Supreme
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Barry Frey
    President and CEO
    Interviewed August 9, 2022
    Jonas Glad
    Interviewed June 29, 2022
    Chris Grosso
    Interviewed June 28, 2022
    Steve Nicklin
    Senior Vice President, Marketing and Analytics
    Interviewed June 30, 2022
    Brian Rappaport
    Quan Media Group
    Founder and CEO
    Interviewed June 28, 2022
    Keri Weber
    Group Director, OOH
    Interviewed August 8, 2022


    Ross Benes


    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Lauren Ruhlen
    Paul Verna
    Principal Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client