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OOH revenue hits record $56B but its share of ad spend keeps shrinking

eMarketer reports that global OOH ad revenue will reach $56 billion in 2026, up 56% from 2019, but its share of total media spending remains at 5.1%, below its 2019 peak of 5.8%, per the World Out of Home Organization.

Why it matters. OOH sellers must now justify renewals with brand-lift data rather than revenue growth, since faster-growing digital channels keep eroding OOH’s overall share of budgets.

Signal from emarketer.com · read the original.

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