Digital out-of-home campaigns accounted for 38.4% of total out-of-home ad spend in Q2 of this year, according to research by the Out of Home Advertising Association of America (OAAA).

The figure represents an 18.5% growth rate compared with the same period last year, the OAAA found. The association attributes the rising share to the broader boom in digital out-of-home (DOOH), which in turn pulls programmatic buying deeper into the out-of-home (OOH) category.

What does the OAAA data show?

The headline number is straightforward: more than one in three OOH dollars now flows through digital formats. Specifically:

• DOOH campaigns captured 38.4% of OOH spend in Q2, per OAAA research.
• That share grew 18.5% year over year.
• The growth reflects a DOOH market the OAAA describes as "booming," with programmatic's share of OOH expanding alongside it.

Why does programmatic share matter?

The OAAA frames the shift as the next stage in programmatic's evolution within out-of-home. As screens proliferate across billboards, transit and place-based venues, buyers gain addressable inventory they can purchase through automated channels rather than traditional OOH sales processes.

For advertisers, the implication is scale with measurability: digital formats support data-driven planning, dynamic creative and audience-based targeting in a channel long defined by static placements. For media owners, the question becomes how quickly supply can be made programmatically accessible without fragmenting the market.

What comes next?

The Q2 figures position DOOH as the primary growth engine of the OOH category, and the OAAA's continued tracking will show whether programmatic adoption keeps pace with the digital inventory coming online. The direction of travel, according to the association's data, is clear: digital's share of out-of-home is expanding, and programmatic is evolving with it.