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When It Comes to OOH Spend Size (Market) Matters

Geopath's Fast Fact Friday —2022 OOH Spending data

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—2022 OOH Spending Data

Geopath’s Fast Fact Friday 

by Brian SchopperMarketing Manager, Geopath

The Q1 2022 OOH Spending data is in, and Geopath has compiled a report for top DMAs across the country!

We recently looked at the full year 2021 data, evaluating the top advertisers and industries across the report. Let’s take a look at similar data from Q1 of this year.

There is an interesting difference in advertiser types when comparing different sizes of markets. For example, the top DMAs of New York and Los Angeles each heavily feature entertainment advertisers in their top spenders. Major production houses like Warner Bros., Paramount, and Universal feature heavily in these markets. In San Francisco, all of the top OOH advertisers are clothing/fashion brands.

However, when turning attention to smaller markets, a much more local and hyper-focused story starts to take place. As we saw in the 2021 full year report, smaller markets tend to get most of their OOH spend from local legal services, insurance companies, and health agencies, among many others. At this level, there is a clear focus on reaching nearby audiences with ads from local businesses.

Looking across the report, McDonald’s is a top advertiser in 43 different markets. Dunkin and Geico each appear in 12 markets, T-Mobile appears 10 times, and ClickUp.com is featured 9 times. When looking at overall categories, there are over 50 different casino advertisers, as well as over 100 different instances of attorneys or legal services.

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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