TOP 10 BRANDS QUIETLY SPENDING MORE ON OOH THAN YOU THINK
By Brent Baer, Publisher, OOH Today
They’re not loud about it—but the boards, shelters, and screens tell the truth.
Not every big OOH spender makes a spectacle. Some brands don’t dominate headlines with stunts or takeovers—they compound presence: steady flights, smart geography, consistent formats, and budgets that quietly add up.
These are the brands that planners notice, operators depend on, and consumers absorb—often without realizing how omnipresent they’ve become.
1) Amazon
Why it’s bigger than you think: Amazon runs OOH like infrastructure—distribution hubs, transit corridors, residential density. Prime, Entertainment, Retail Media, Devices…it all shows up.
Tell: Always-on transit, regional dominance, repeat flights.
2) McDonald’s
Why it’s bigger than you think: Hyper-local frequency + national consistency. Breakfast, app promos, late night—OOH is the connective tissue.
Tell: High repetition near retail with long-running creative systems.
3) Apple
Why it’s bigger than you think: Apple doesn’t spray; it anchors. Long-term commitments to premium locations quietly rack up serious spend.
Tell: Extended holds on iconic placements; minimal creative swaps.
4) Netflix
Why it’s bigger than you think: Outside of splashy launches, Netflix sustains constant city-level pressure for series, films, and talent.
Tell: Continuous urban presence between “big” moments.
5) Uber
Why it’s bigger than you think: Performance-minded OOH—airports, nightlife corridors, campuses—optimized for demand spikes.
Tell: Rotating geo-targeted creatives tied to use cases.
6) Nike
Why it’s bigger than you think: Nike spends quietly between tentpoles—local athlete tie-ins, store openings, seasonal drops.
Tell: Regional takeovers without national fanfare.
7) Toyota
Why it’s bigger than you think: Model cycles + dealer support = persistent OOH. EV education adds even more layers.
Tell: Multi-market consistency across roadside and transit.
8) Starbucks
Why it’s bigger than you think: Daypart-driven messaging (morning/afternoon) and store density make OOH a constant companion.
Tell: Frequent creative refreshes near high-footfall zones.
9) T-Mobile
Why it’s bigger than you think: Competitive conquesting plus retail proximity keeps OOH budgets humming year-round.
Tell: Side-by-side placements near rivals’ stores.
10) Target
Why it’s bigger than you think: Seasonal retail requires physical reminders—school, holidays, limited drops—executed steadily.
Tell: Predictable, recurring flights aligned to retail calendars.
consistent spend that compounds impact
Why these brands matter
They prove a simple truth:
OOH works best when it’s sustained, not spiky.
These brands:
- Treat OOH as a baseline channel
- Use geography as a strategy
- Optimize frequency over flash
- Build memory through repetition
No press releases.
No chest-thumping.
Consistently spend that compound impact.
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