Out of Home CFO Matt Siegel said this about legal advertising earlier this month at the B of A Leveraged Finance Conference: “It’s large and fast growing…I think everyone has seen…Morgan and Morgan and other…competitors. That’s been big and we can expect to continue to see that growing across the country.”
Here are some stats about out of home legal advertising which Billboard Insider culled from the American Tort Reform Association publication Legal Services Advertising in the United States 2020-2024.
20%/year growth
US Out of home legal advertising has grown by 20%/year from $150 million in 2017 to $541 million in 2024. Billboard Insider thinks that legal ads have continued to grow rapidly in 2025 to judge from the comments we hear from out of home executives.
The third most popular form of media
Out of home was the third most popular form of advertising for US law firms in 2024. Out home accounted for 20% of the $2.6 billion in US legal ad spending in 2024. We wonder if out of home will benefit in the future if an erosion in TV viewership leader to a shift of money from TV legal ads to out of home legal ads.
The 14 biggest legal advertisers
OUTFRONT talks about Morgan and Morgan as a key legal advertiser. No surprise as Morgan and Morgan was the top US legal advertiser in 2024. Here’s a breakdown of the 14 top legal advertisers together with their total legal ad spend in 2024. If they are in your market and you are not calling on them you are missing potential ad dollars.
Source: Legal Advertising in the United States 2020-2024
Out of home is increasing legal ad share
Out of home has increased its share of the total US legal ad spend from 12% in 2017 to 21% in 2024. What do you think are the lessons of the increase in market share which US out of home providers can use to increase their share of the ad spend in other market sectors. What have you learned about selling out of home to the legal industry. Email davewestburg@billboardinsider.com and we’ll do a followup column.
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I find this appalling. Our OOH landscape is dominated by this category, in many markets, and I find it disgusting. And it doesn’t stop there. The largest billboard operator in the USA, is pushing the benefits of OOH to Big Pharma. Why not! We are selling our souls to benefit the bottom line. And now……..Mr. Morgan is a keynote speaker at our annual conference (sponsored by Pfizer……..not officially)? Wow!