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Looking Back at the First Quarter of 2021 —OOH’s Top Advertising Spend

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Q1 OOH Advertising Spend –
Looking back at the first quarter of 2021

GeekOUT Friday Fast Fact

 

Marketing Coordinator at  Geopath

 

 

With the release of advertising spend data for Q1 of 2021 from Kantar, the Geopath team has compiled a new spending report analyzing the top OOH spenders in each of the top DMAs around the country for Q1 of 2021. Sourced from Kantar, these reports are available to all Geopath members via our geekOUT Library, and can be accessed by logging in with your current Geopath credentials.

With this in mind, we thought it would be a great opportunity to look back at which categories and brands have been spending in OOH from January through March of this year. Can you guess which industry held the top spot across the top DMAs?

If you guessed the insurance industry, you would be correct! As mentioned previously, Geico was the top OOH spender in 2020, and appeared in the top ten for 71 of the top markets. The insurance category again topped the list for spending across the top markets. However, Geico which topped the list for 2020, held the second position, just behind their competitor, AllState! According to Kantar data, Allstate increased their OOH spend by 45% in Q1 of 2021 compared to Q1 of last year. This seems to be a smart decision, as according to Geopath Insights, the OOH inventory we audit generates 4.1 billion impressions among those that “plan on switching auto insurance providers in the next 12 months,” and 3 billion impressions among those “that plan on switching homeowner insurance providers in the next 12 months!” Take a look at the table below for the top ten OOH spenders across the top markets in the country.

Although Allstate and Geico held the two top spots, the industry that held the most spots was the media industry with five of the top ten spots. Similar to its OOH spending for the full year of 2020, the media industry dominated much of the top ten list. Companies such as Netflix, HBO, and Warner Brothers continued to leverage OOH to start off the new year. As mentioned in our analysis of 2020 spending, streaming service subscriptions are on the rise, and  many of these companies are utilizing OOH to promote their platforms in many markets across the country.

Take a look below to see how this competition played out in the second largest DMA in the country and home to Hollywood. With over 48,000 OOH spots audited by Geopath across the DMA, there are billions of opportunities to effectively reach their target audiences – 5.3 billion in fact (total weekly impressions generated by the inventory audited in the LA DMA).

It will be interesting to see which brands and categories continue to spend in OOH throughout the rest of the year, but don’t’ worry, Geopath will make sure to continue to keep everyone updated with these advertising spend reports! If you haven’t yet, make sure to check out the full Spending report for Q1 in the GeekOUT Library to see who is spending in your local market!

The Geopath team has now compiled reports analyzing the top OOH spenders in each of the top DMAs around the country for Q1 of 2021. Sourced from Kantar, these reports are available to all Geopath members via our geekOUT Library, and can be accessed by logging in with your current Geopath credentials.

If you have any questions pertaining to OOH measurement or research, please feel free to reach out to your friends at Geopath via  geekOUT@geopath.org          

 

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