根据美国户外广告协会（OAAA）的数据，户外广告收入在2025年第二季度增长了3%，达到28.6亿美元。第二季度的表现将今年迄今的户外广告收入增长了2.6%。

OAAA总裁兼首席执行官Anna Bager表示：“户外广告反映了塑造人们如何度过时间的文化和社会时刻。无论是在世界杯这样的全球舞台上，还是在全国品牌活动中，还是在当地社区的中心，户外都是品牌与大规模受众建立联系的地方。我们看到的增长不仅仅反映了收入，它表明广告商信任并依赖户外广告在最重要的时刻传递注意力、相关性和影响力。”

科技和直接面向消费者品牌的支出仍然是第二季度强劲的增长动力，涵盖了从流媒体和电子商务到人工智能驱动的软件和服务等多个类别。这一增长不仅反映了消费科技和流媒体平台的持续投资，也反映了人工智能在推动新互动机会方面的作用日益扩大。

这些数据显示了本季度的主要收入趋势和类别增长领域。

数字户外媒体推动第二季度增长

数字户外广告占季度销售额的36%，同比增长9.2%。

第二季度运输和关键类别增长

金融服务（+32.9%）、通信（+30.5%）、保险和房地产（+13.8%）以及本地服务和娱乐（+10.4%）是第二季度表现最强劲的行业。

第二季度销量排名前十的户外广告产品类别是：

  • 法律服务
  • 医院、诊所和医疗中心
  • 消费者银行业务
  • 国内酒店及度假村
  • 地方政府
  • 学院和大学
  • 快餐店
  • 建筑师、承包商、工程师
  • 计算机软件（不包括游戏和教育）
  • 连锁食品商店和超市

10个产品类别中有6个经历了增长，包括（按增幅最大的顺序）：消费者银行、法律服务、建筑师、承包商和工程师、计算机软件、国内酒店和度假村、医院、诊所和医疗中心。

顶级品牌增加支出

根据户外广告支出排名，第二季度排名前十的广告客户分别是摩根律师事务所、苹果、麦当劳、可口可乐、威瑞森、迪士尼、环球影业、Indeed、T-Mobile和康卡斯特。

在前100名户外广告客户中有65%的户外广告支出比2024年第二季度增加了。FIFA、Rocket Mortgage、Geico、万事达（Mastercard）和起亚（Kia）等品牌的支出增加了一倍以上。

科技和DTC品牌扩大影响力

前100名户外广告客户中有超过1/4（27家）是科技或直接面向消费者的品牌，主要的广告商包括苹果、Verizon、Progressive、亚马逊、HBO、Turo和Netflix。ISPlay: initial !important; position: initial !important; anchor-name: initial !important; anchor-scope: initial !important; float: initial !important; clear: initial !important; vertical-align: initial !important; baseline-source: initial !important; overflow: initial !important; overflow-anchor: initial !important; transform: initial !important; rotate: initial !important; scale: initial !important; translate: initial !important; offset: initial !important; scroll-behavior: initial !important; scroll-snap-align: initial !important; scroll-snap-type: initial !important; scroll-snap-stop: initial !important; overscroll-behavior: initial !important; isolation: initial !important; break-after: initial !important; break-before: initial !important; break-inside: initial !important; resize: initial !important; perspective: initial !important; perspective-origin: initial !important; backface-visibility: initial !important; transform-box: initial !important; transform-style: initial !important; transform-origin: initial !important; contain: initial !important; content-visibility: initial !important; container: initial !important; appearance: initial !important; -moz-orient: initial !important; will-change: initial !important; shape-image-threshold: initial !important; shape-margin: initial !important; shape-outside: initial !important; touch-action: initial !important; -webkit-line-clamp: initial !important; scrollbar-gutter: initial !important; zoom: initial !important; columns: initial !important; column-fill: initial !important; column-rule: initial !important; column-span: initial !important; content: initial !important; counter-increment: initial !important; counter-reset: initial !important; counter-set: initial !important; opacity: initial !important; box-shadow: initial !important; clip: initial !important; filter: initial !important; backdrop-filter: initial !important; mix-blend-mode: initial !important; font-family: inherit !important; font-style: initial !important; font-variant: initial !important; font-weight: bold !important; font-size: 16px !important; font-size-adjust: initial !important; font-synthesis: initial !important; font-stretch: initial !important; font-kerning: initial !important; font-feature-settings: initial !important; font-variation-settings: initial !important; font-language-override: initial !important; font-optical-sizing: initial !important; font-palette: initial !important; math-depth: initial !important; math-style: initial !important; math-shift: initial !important; line-height: initial !important; visibility: inherit !important; writing-mode: inherit !important; text-orientation: inherit !important; print-color-adjust: initial !important; image-rendering: initial !important; image-orientation: initial !important; dominant-baseline: initial !important; text-anchor: initial !important; color-interpolation: initial !important; color-interpolation-filters: initial !important; fill: initial !important; fill-opacity: initial !important; fill-rule: initial !important; shape-rendering: initial !important; stroke: initial !important; stroke-width: initial !important; stroke-linecap: initial !important; stroke-linejoin: initial !important; stroke-miterlimit: initial !important; stroke-opacity: initial !important; stroke-dasharray: initial !important; stroke-dashoffset: initial !important; clip-rule: initial !important; marker: initial !important; paint-order: initial !important; border-collapse: initial !important; empty-cells: initial !important; caption-side: initial !important; border-spacing: initial !important; color: inherit !important; text-transform: initial !important; hyphens: initial !important; -moz-text-size-adjust: initial !important; text-indent: initial !important; overflow-wrap: initial !important; word-break: initial !important; text-justify: initial !important; text-align-last: initial !important; text-align: inherit !important; letter-spacing: initial !important; word-spacing: initial !important; white-space: initial !important; text-autospace: initial !important; text-shadow: initial !important; text-emphasis: initial !important; text-emphasis-position: initial !important; tab-size: initial !important; line-break: initial !important; -webkit-text-fill-color: unset !important; -webkit-text-stroke: initial !important; ruby-align: initial !important; ruby-position: initial !important; text-combine-upright: initial !important; text-rendering: initial !important; text-underline-offset: initial !important; text-underline-position: initial !important; text-decoration-skip-ink: initial !important; hyphenate-character: initial !important; forced-color-adjust: initial !important; -webkit-text-security: initial !important; hyphenate-limit-chars: initial !important; text-wrap: initial !important; cursor: inherit !important; pointer-events: initial !important; caret-color: initial !important; accent-color: initial !important; color-scheme: initial !important; scrollbar-color: initial !important; list-style: initial !important; quotes: initial !important; margin: initial !important; overflow-clip-margin: initial !important; scroll-margin: initial !important; outline: initial !important; outline-offset: initial !important; padding: initial !important; scroll-padding: initial !important; page: initial !important; inset: initial !important; z-index: initial !important; flex-flow: initial !important; justify-content: center !important; align-content: initial !important; align-items: center !important; justify-items: initial !important; flex: initial !important; place-self: initial !important; order: initial !important; height: initial !important; min-height: initial !important; max-height: initial !important; width: initial !important; min-width: initial !important; max-width: initial !important; position-anchor: initial !important; position-area: initial !important; position-visibility: initial !important; position-try: initial !important; box-sizing: initial !important; object-fit: initial !important; object-position: initial !important; grid-area: initial !important; grid: initial !important; gap: initial !important; aspect-ratio: initial !important; contain-intrinsic-size: initial !important; vector-effect: initial !important; stop-color: initial !important; stop-opacity: initial !important; flood-color: initial !important; flood-opacity: initial !important; lighting-color: initial !important; mask-type: initial !important; clip-path: initial !important; mask: initial !important; x: initial !important; y: initial !important; cx: initial !important; cy: initial !important; rx: initial !important; ry: initial !important; r: initial !important; d: initial !important; table-layout: initial !important; text-overflow: initial !important; text-decoration: initial !important; text-decoration-inset: initial !important; ime-mode: initial !important; scrollbar-width: initial !important; user-select: initial !important; -moz-force-broken-image-icon: initial !important; transition: initial !important; animation: initial !important; animation-composition: initial !important; view-transition-name: initial !important; view-transition-class: initial !important; -moz-box-align: initial !important; -moz-box-direction: initial !important; -moz-box-flex: initial !important; -moz-box-orient: initial !important; -moz-box-pack: initial !important; -moz-box-ordinal-group: initial !important; direction: inherit !important; margin-inline: auto 10px !important;" aria-hidden="true" tabindex="-1">

现场活动继续扩大需求

大型现场活动继续推动第二季度的户外广告支出势头。国际足联在本季度投入了超过500万美元用于宣传国际足联世俱杯。随着2026年世界杯的临近，全球广告商越来越多地转向户外，以便在分享直播时刻吸引球迷的注意力。