By Jonathan Baker, with insights from Jessica Altman, EGC’s Senior Media Buyer In an increasingly digital world, out-of-home (OOH) advertising is often overlooked. Yet billboards, transit ads, and rail placements remain some of the most effective (and underappreciated) channels in modern marketing. EGC Group highlights just how impactful, popular, and profitable OOH continues to be, especially as we move through 2026. (And yes, AI is helping drive that momentum.) Going Strong, Aimed to Get Stronger A recent EMARKETER article, citing findings from the Out-of-Home Advertising Association, reports that OOH advertising has grown consistently for 19 consecutive quarters, with a year-over-year increase of 3.6 percent. In 2025, OOH revenues reached a record-breaking $9.5 billion, with projections climbing to $11.28 billion by the end of 2026. Much of this continued growth is being fueled by increased demand, particularly surrounding major events and high-traffic environments that create prime visibility for advertisers. Additionally, here are earning power predictions for OOH advertising in the next several years: Blockbuster Events in New York and New Jersey This summer, the New York Metro area will host two major events expected to draw massive crowds. In mid-June, matches of the FIFA World Cup will take place at MetLife Stadium in East Rutherford, New Jersey. Shortly after, the Sail4th celebration, commemorating the nation’s 250th anniversary, will be held around the Port Authority of New York and New Jersey during the Fourth of July holiday. These events are projected to attract more than 7 million visitors to the region, creating a surge in movement across transit systems and public spaces. Transit Advertising Power With millions of visitors traveling by train, bus, taxi, and subway, transit advertising has become a powerful channel for brand visibility. As audiences move throughout the region, they will encounter messaging across multiple touchpoints, thus reinforcing brand awareness in a way few other channels can replicate. Importantly, these experiences are tied to memorable, large-scale events. The association between brand messaging and positive, high-energy moments increases the likelihood that consumers will retain and remember ad content they’ve seen long after the events have finished. The Impact of OOH on Consumers This visibility translates directly into measurable consumer impact. According to EMARKETER, OOH advertising drives: Ad awareness (13.3 percent) Purchase intent (9.8 percent) Brand favorability (7.8 percent) Aided awareness (3.8 percent) Message awareness (3.8 percent) OOH also plays a significant role in amplifying digital engagement. Consumers who notice OOH ads often take immediate online action: 47 percent search for the brand on social media 43 percent follow the brand’s account 43 percent scan a corresponding QR code These behaviors demonstrate how OOH serves as a powerful bridge between physical visibility and digital interaction. And with digital in mind, let’s look at digital out-of-home (DOOH) advertising, complemented by artificial intelligence (AI). DOOH and AI The growing impact of DOOH advertising is being accelerated by advances in AI, which enables brands to move beyond static messaging into dynamic, data-driven campaigns that adapt in real time. For example, creative can be adjusted based on factors that include the time of day, weather conditions, or audience demographics. Messaging that resonates with morning commuters can shift later in the day to target tourists or event attendees. This level of responsiveness ensures that campaigns remain relevant and engaging across different contexts. Additionally, AI enhances measurement and attribution to give advertisers deeper insight into how OOH placements influence online behavior, store visits, and overall campaign performance. As a result, OOH is no longer just a tool for broad awareness; it is evolving into a precise, performance-driven marketing channel. Ready to Take Your Brand’s Message Out of the Home Base? At $9.5 billion and growing, the value of out-of-home advertising is undeniably strong. As brands look to complement their digital strategies, OOH offers a powerful way to extend reach, reinforce messaging, and connect with audiences in the real world. As Jessica Altman, Senior Media Buyer at EGC, stated: Out-of-home is one of those channels that quietly does a lot of heavy lifting. It builds awareness, drives action, and complements digital in a way few other channels can; especially as audiences become harder to reach in one place. Whether through billboards, transit placements, or digital displays, the opportunity to stand out has never been greater. EGC is here to help guide your brand on that journey. Contact us to learn more.
