Top OOH Spenders By DMA: San Francisco
GeekOUT Fast Fact Friday
by Anthony(A.J.)Cioffi,
The Geopath team recently released two OOH spending reports with data sourced from Kantar, covering second quarter spending, as well as a report covering spend from January-June. Both reports are available to our members via the GeekOUT Library.
For today’s Fast Fact Friday, we are continuing our series examining the top OOH spenders in DMAs across the country. This week, let’s head out the to the sixth largest DMA in the country; San Francisco. We will not only look at which advertisers and industries are spending within the Bay Area, but also highlight any changes from the first to second quarter.
According to Geopath Insights, there are 14,430 roadside and place-based units measured by Geopath in the market, accounting for 1.6 billion weekly impressions. It will be interesting to understand which brands are utilizing OOH to reach their audiences in ”the Golden Gate City” and surrounding areas. With that said, let’s take a look at who is spending in the market!
From January until the end of March, the top spenders were mainly from the Media, Communications, and Financial sectors. Given San Francisco’s proximity to Silicon Valley, it shouldn’t be surprising that the list is predominantly made up of tech giants such as Google, Facebook, and Cisco.
With the onset of travel restrictions and other COVID-19 implications, OOH spending in the second quarter changed. However, unlike some other markets, San Francisco’s top OOH advertisers from the first quarter continued to spend, with only 4 companies being replaced, as other brands have emerged on the list. See below for the top ten spenders in the DMA for the months of April through June.
During the second quarter, Google and Cisco remained consistent and held the top two spots, respectively. Facebook moved up one spot from the third position, as Expensify Inc fell out of the top 10. It is interesting to also note Zoom Video Communications was already in the top five spenders for this market in Q1, and continued to spend in OOH in Q2, moving up from the fifth to fourth position.
In terms of other new arrivals Atlassian, Wells Fargo, Vonage, and Comcast spent enough in OOH to grab the fifth, seventh, eighth, ninth, and tenth spots, respectively.
With the Geopath team now working to compile Q3 OOH advertising spend data, it will be very interesting to see which of these companies will maintain their top spots! As we continue our Fast Fact series analyzing the top spenders in each market, make sure to check back here, as we will be sure to keep everyone updated.
To access the OOH spending reports for your market, or any additional research resources, members can access the GeekOUT Library by using their 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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