The U.S. billboard and outdoor advertising market generated about $7.35 billion in revenue in 2023 and is projected to grow to more than $13.3 billion by 2030, driven by a mix of static billboards and rapidly expanding digital inventory. Within that market, three publicly traded giants—Lamar Advertising, OUTFRONT Media, and Clear Channel Outdoor—control a large share of U.S. OOH revenue, with Lamar at roughly 25%, OUTFRONT around 21%, and Clear Channel near 17%.
Lamar Advertising Company
Lamar Advertising is one of the largest outdoor advertising companies in the world and the single biggest player in the U.S. billboard sector. Founded in 1902 and headquartered in Baton Rouge, Louisiana, Lamar operates over 360,000 displays across the United States and Canada, including traditional billboards, digital billboards, interstate logo signs, transit, and airport media.
Lamar’s footprint and strong local presence in hundreds of markets make it a go-to for both national and regional campaigns. The company has also invested heavily in digital boards and data-driven planning tools, helping advertisers target audiences with time-of-day, location, and contextual relevance.
OUTFRONT Media Inc.
OUTFRONT Media is another major U.S. OOH leader, originally founded in 1938 and based in New York City. OUTFRONT operates a large portfolio of roadside billboards, premium urban displays, and extensive transit advertising, particularly in major systems like New York’s MTA.
The company emphasizes a blend of creative services and ad tech, touting that its network reaches roughly seven out of ten Americans weekly. Features such as its in-house creative studio, dynamic digital capabilities, and “Social OOH” integrations allow brands to sync billboard campaigns with mobile and social media for measurable impact.
Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor is one of the world’s largest outdoor advertising companies, with more than 625,000 displays in over 35 countries, including a major presence in U.S. roadside and urban markets. The company is focused on expanding its digital billboard network and leveraging data analytics and programmatic buying to make OOH campaigns easier to plan, buy, and measure.
In the U.S., Clear Channel offers a mix of classic posters, spectaculars, wallscapes, and cutting-edge digital boards, often positioned in high-traffic urban corridors and airports.
Adams Outdoor Advertising
Adams Outdoor Advertising is one of the leading privately held OOH operators in the United States and is often cited as the fourth-largest privately owned player in the category. Founded in 1983, Adams focuses heavily on high-impact local and regional billboard campaigns, offering static and digital boards in mid-sized and growing metropolitan areas. The company’s mission is to “reinvent” outdoor by combining strong locations with strategic, creative-driven media planning.
Why These Companies Matter
Together, these companies provide the backbone of U.S. billboard inventory, from rural highways to dense urban cores and transit hubs. Their scale, data tools, and digital networks are shaping how brands use OOH—moving from simple brand awareness plays toward measurable, targeted campaigns that can be tied to mobile, web traffic, and even in-store visits. For advertisers looking to plan national or multi-market programs, starting with these major operators is often the most efficient path into the U.S. billboard ecosystem.