If you’re reading this on a Tuesday, Wednesday, or Thursday, there’s a good chance you’re at the office. Generally speaking, however, you’re likely dividing your work life on one of your company’s rented floors and your desk at home.
About half of professional staffers now work in an office, according to Attain survey data, which points to a significant shift in workplace dynamics that is rippling through consumer spending patterns and advertising strategies across major metropolitan areas.
The data, collected from transaction and survey research by Attain, finds that 47% of workers now report being fully in-office, while only 20% remain fully remote. An additional 12% work in hybrid arrangements, splitting their time between home and office locations.
The remaining respondents include those who recently returned to office settings (4%) and individuals not currently working (17%).
This workplace transformation is creating noticeable patterns in consumer spending that vary significantly by location and category, particularly in major urban centers like Chicago, San Francisco, and New York.
All work runs on coffee. So it’s not much of a surprise that transaction data from the past six months shows an overall growth. During that period, coffee spend per consumer has increased by 11% in NYC and 33% in San Francisco, Attain found.
Naturally, that has boosted the fortunes of spending on print and digital billboards, two OOH trade group leaders note.
“We're seeing advertisers adapt to shifting commuting patterns," says Anna Bager, president and CEO of the Out of Home Advertising Association of America. “Return to office trends are putting even more eyes on out of home media, especially in urban areas and along commuter routes.”
Perhaps most inspiring for OOH advertisers is the surge in spending on gas or public transit services, where spending has climbed significantly.
Perhaps most inspiring for OOH advertisers is the surge in spending on transportation services, where spending has climbed significantly. In January 2025, Chicago’s combined spending on gas and public transit during the work week rose 7% compared to the average from the prior three months, while New York experienced a more dramatic 21% uptick during that same period, according to Attain. These figures strongly suggest that as workers return to offices, transportation services are seeing a substantial lift—and that boost guarantees marketers there will be more eyes on the road—or, should we say, along the road.
Barry Frey, president and CEO of the Digital Out of Home trade group DPAA, notes that these shifting patterns create unique opportunities.
“Due to the flexibility inherent in digital out of home, there are many opportunities that the return to physical offices present,” Frey says. “The ability to dynamically change creative on digital signage both on the path to purchase, and increasingly at the point of purchase, is easier than ever."
Meanwhile, Victoria Mottesheard, VP Marketing for the NY/East Region at Outfront, has observed tangible impacts on mass transit, whose captive audiences appeal to OOH advertisers. “In New York, we are seeing steady MTA ridership increases of approximately 5-8% annually.”
Mottesheard adds that in Washington DC, "WMATA has recently reached a milestone in daily trips and continues to approach the pre-pandemic 626K average."
Still, the rising commuter tide hasn’t lifted all consumer spending around the office. While coffee spending is up, fast food purchases tell a different story.
Chicago’s quick-serve restaurant dollars have remained remarkably stable, hovering near the 12-month average, while New York has seen a downward trend, with February and March 2025 both recording 8% below average spending during the Monday-Friday workweek timeframe.
Still, that could indicate yet another opportunity for fast food advertisers. According to the OAAA’s Bager, categories tied to daily movement and commuting—like retail, automotive, QSR and local services—also saw strong growth in ad spend, while legal services hit an all-time high.
“Overall, OOH revenue hit a record $9.1 billion in 2024," Bager said.
The stabilization around a hybrid model appears to be creating new, identifiable, rhythms in workplace attendance and consumer behavior: windows of opportunity
“The three-day office week is the sweet spot we've landed on,” says Allen Adamson, co-founder and managing partner of marketing consultancy Metaforce. “When you're in the office five days straight, people stop noticing the world around them. They go on autopilot. This new rhythm has people seeing things with fresher eyes, making out-of-home advertising better able to break through the intense digital ad clutter.”
This disrupted routine creates unique advantages for businesses that can adapt to the new patterns of movement and consumption. Services tied to office culture are experiencing varied impacts, with Adamson noting: “We're witnessing a renaissance in workplace food and fitness as employees prioritize physical well-being over fashion upgrades. The transition from Zoom sweats to business attire will take longer to rebound than our appetite for communal dining and trying to work off lunch at the gym.”
That transition has been particularly challenging for B2B marketers trying to reach decision-makers, who are more likely to be working remotely, notes Ted McNulty, VP Sales , AdDaptive. Working from home is viewed as a low-cost perk for senior executives, so targeting a company headquarters means that a highly-valued audience might not be seeing B2B ads.
“Working from home has impacted advertising by opening-up devices to reach people in a different contextual setting over an expanded time frame,” McNulty says. “CTV has become a more viable option for reaching B2B decision makers since they’re more likely to be in front of a TV at home than in the office. If advertisers aren’t increasing CTV spend while targeting hybrid B2B decision makers they’re missing an opportunity to drive awareness and influence lower funnel KPIs.”
