“These numbers tell a clear story of collective growth and progress for the OOH space and consumers,” said Anna Bager, President and CEO, OOA. “With continued innovation and the unbridled creativity of our industry, we are poised for continued expansion in 2022 and beyond.”
In 2021, all top ten industry product categories increased and eight grew double digits, including Local Services & Amusements, Retail, Media & Advertising, Insurance & Real Estate, Restaurants, Government Politics and Organizations, Financial, and Automotive Dealers and Services.
Reflecting the overall strength of OOH, the largest category, Local Services and Amusements, which represents over 25 percent of total OOH spend, increased by 20.9 percent, second only in growth to the Media and Advertising category increase of 21.3 percent.
Ranked in order of OOH spending, the top 10 advertisers in 2021 were McDonald’s, Apple, Geico, Amazon, American Express, Coca-Cola, Allstate, Google, Walt Disney Pictures, and HBO.
● 28% of the top 100 OOH advertisers more than doubled their spend including (ranked in order of percentage increase): Credit Karma, Webull, Molson, William Hill, Cartier, Curative, ClickUp, Capital One, Postmates, DoorDash, Chrysler, BetMGM, Boston Beer, Constellation Brands, DuckDuckGo, UnitedHealthcare, Uber, At Home, FanDuel, LVMH, AT&T, Brown-Forman, Audible, Chevron, FX, Walt Disney Pictures, Expensify, and GrubHub
● 28% of the top 100 OOH spenders were technology or direct-to-consumer brands including: Amazon, Apple, AT&T, Audible, BetMGM, ClickUp, Comcast, Cox, Credit Karma, Curative, DoorDash, DraftKings, DuckDuckGo, Expensify, Facebook, FanDuel, Google, GrubHub, Hulu, Netflix, PayPal, Postmates, Samsung, T-Mobile, Uber, Verizon, Webull, and William Hill
MAGNA, a division of IPG, found OOH was the second fastest growing ad channel in 2021, outperforming all media channels except Digital.
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising.
For more information about specific category spend, please contact Steve Nicklin at snicklin@oaaa.org / (202) 833-5566
ABOUT OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents more than 800 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers which comprise over 90 percent of the industry. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local government. OAAA-member media companies generously donate over $500 million in public service advertising annually. Founded in 1891, OAAA is headquartered in Washington, DC with offices in New York City. For more information, please visit oaaa.org.