BY Kathy Crosett
The third quarter of the calendar year is usually strong for out-of-home advertising. Q3 2025 did not disappoint when it came to the best OOH ads. New data shows the strength of the format, especially digital OOH which now amounts to 35% of total spending on the format.
Outlook for OOH advertising
Several forecasts predict strong growth for OOH in 2026. BIA expects the format will reach total spending of $9.2B next year, marking a 5% increase over this year. BIA analysts point to digital OOH and programmatic buying as key drivers. In addition, they note the importance of audience-based buying, and our survey data supports these findings.
Where OOH advertising is growing
The SVP Marketing and Analytics, Out of Home Advertising Association of America (OAAA), Steve Nicklin, reported “strong gains” for specific OOH formats in Q3 2025.
- Transit +11.4%
- Place-based +8.3%
- Street furniture +7.3%
Employees are increasingly being called back to the office. As they spend more time commuting, marketers can capture their attention with their best OOH ads.
Nicklin encourages media buyers to use digital OOH “alongside other digital and video channels, not after them” as planning for 2026 gets underway.
Which verticals are buying OOH?
The OAAA highlighted the verticals that experienced the biggest demand in OOH for Q3 2025. They include:
- Financial services +35.5%
- Insurance and real estate +26.8%
- Communications +10.3%
Digging deeper into the data, Nicklin revealed that national brands such as banks use “OOH to reinforce brand preference and promote broad offers.” At the local level, businesses benefit from using “OOH as a directional and activation channel.” These marketers go beyond the usual OOH placements and show up “grocery, fitness, or entertainment venues.”
Our most recent State of Media Sales Survey shows media sales managers believe several verticals will contribute significantly to OOH local advertising. The best OOH ads may appear in these verticals.
- Political – The off-cycle election means that most political advertising will happen at the state and local level. Candidates and political parties will be eager to make an impression on local voters.
- Home improvement services – The real estate market may continue to be slow in 2026. Consumers who want a change will be interested in upgraded their residences and they will notice messages from local service providers.
- Health care services – Whether they are looking for cosmetic procedures or emergency care for pediatric flu cases, consumers notice OOH messaging from health care providers.
How consumers engage with OOH
Our AudienceSCAN data shows that several target audiences respond well to OOH advertising. These audiences include driving instruction buyers. Driving instruction buyers are far more likely than other U.S. adults to shop at retail stores, a mall or shopping center. This data could help media sellers find the right location for their accounts to place ads.
How B‑to‑B marketers use OOH
While much of the media investment for OOH campaigns targets B‑to‑C buyers, more businesses are using the format to reach the B‑to‑B audience. In surveying B2B marketers, OneScreen.ai reports that over 40% of these businesses have run an OOH campaign in the past two years.
In addition, B2B professionals notice B2B OOH advertising. 40% stated they recalled seeing these messages on billboards. Around 35% notice airport placements. This may be especially true when marketers invest in their best OOH ads.
What happens after noticing advertising is key. According to our B2B BuyerSCAN research, shows that 43% of outdoor/sign/billboard ad responders check out the advertiser’s website.
OneScreen.ai data uncovered a crucial aspect of B2B OOH advertising. The format bewilders B2B buyers. Nearly 80% say they would need help putting together this kind of a campaign. If you’re pitching B2B accounts, keep this data point in mind.
Opportunities in OOH abound
With a subscription to AdMall by SalesFuel, you’ll see the top B2B and B2C audiences that respond to out-of-home advertising. The additional details included in the profiles will show your accounts how to reach these consumers with the right kind of messaging. But they will need your help to engineer the best OOH ads.
Photo by Nam Phong Bùi on Pexels.
