70% -- billboard ad recall rate for US drivers (out-of-home advertising) (2025)

The billboard ad recall rate for US drivers (out-of-home advertising) is 70% as of 2025 according to National OOH research (unnamed). This figure is the primary benchmark in the Lighthouse dataset for this segment. Individual results vary by region, channel mix, and audience quality.

A strong billboard ad recall rate benchmark for US drivers (out-of-home advertising) is 70%, using the current serving value as of 2025. This is one serving-eligible observation, not a distribution median; top-quartile comparisons require the underlying distribution. Vertical, audience size, and campaign type all shift what 'good' means.

The published billboard ad recall rate serving value for US drivers (out-of-home advertising) is 70% as of 2025. Individual sectors and audiences may differ substantially; this single observation does not establish an aggregate mean. Quartile comparisons require the underlying distribution, which is not implied by this record.

Primary drivers of billboard ad recall rate variation for US drivers (out-of-home advertising) include audience segmentation, timing, and channel selection. Methodology documents campaign factors, but this serving record does not quantify the effect of personalization. The current serving value is 70% as of 2025.

For a digital marketer, the published billboard ad recall rate serving value is 70%; it is an evidence-grade reference, not a personalized target as of 2025. Any performance goal should account for channel mix and audience. Review the methodology before operational decisions; a gap from this serving value does not by itself indicate a structural issue.