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Geopath DMA Market Spotlight

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Friday Fast Fact – Chicago DMA Market Spotlight 

by Brian SchopperMarketing Manager, Geopath

For this week’s Fast Fact, we thought it would be interesting to take a look at OOH spending trends from Q1 of 2021 and Q1 of this year. Today, we’ll compare spending data from the Chicago DMA.

At first glance, when comparing the top spenders in Q1 over the past two years, it’s interesting to note that 5 of 10 advertisers appear in both lists, though in differing orders. Apple, McDonald’s, Comcast, Verizon, and United Airlines have each consistently been making use of OOH in Chicago over the last two years.January – March 2021  January – March 2022
In contrast, there are some trends shown here that speak to larger changes in the market itself. Capsule Pharmacy, an app-based pharmacy that delivers, expanded to Chicago in recent years. There was a significant ramp-up in creatives and ad spend in this market while they worked to expand their brand footprint. In Q1 of this year, they now find themselves among the top OOH spenders in the DMA.

Over the last few years, changes in legislation around online/mobile betting services have allowed for increased OOH presence around these industries. In 2021, PointsBet and DraftKings each placed in the top 10 spenders in Chicago. This year, BetMGM can be found among the top spenders. As highlighted recently in research from the OAAA, the opportunity and demand are both there for this category, and you can expect to see this trend continue in the next handful of years.

The full-year 2021 and Q1 2022 OOH spending reports are available now in the geekOUT Library for Geopath Members. If you’d like to learn more about membership, please reach out to us at geekOUT@geopath.org!

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