The millionaire boom: what it means for marketers

Over the past few decades, the number of millionaire households in the US has tripled. Nearly 1 in 5 American households are now worth $1M–$10M. But here’s the catch: exclusivity is fading, as a recent NYT story shares (the very short of it is even previously high-end airport lounges are full).

The upper middle class isn’t shrinking, it’s overcrowded. They’re still spending, still traveling, still investing, but they’re competing with millions of others doing the exact same thing.

What does this mean for you as a marketer?

It means more brands chasing the same eyeballs. More digital noise. Less signal. And a saturated attention economy where high-income consumers are increasingly hard to impress, let alone reach. They're paying for ad-free streaming. They're subscribing to publications without ads.

That’s where out-of-home comes in.

OOH offers the scale, visibility, and prestige that’s becoming harder to earn online. It’s public, trusted, and unlike overcrowded digital channels, still feels premium.

If your audience is wealthy, upwardly mobile, or simply aspirational, out-of-home is the best way to stand out in a world where everyone is trying to.

We're here to help you target high net worth, high value customers in one of the the only places left they're paying attention.