Who is Spending the Most OOH Dollars in Dallas – Ft. Worth? —The Top 10
Geico, Verizon, Ralph Lauren, NerdWallet, Texas Lottery and Polaris Project
Top OOH Spenders By DMA:
Dallas – Ft. Worth
GeekOUT Fast Fact Friday
For today’s Fast Fact Friday, we are continuing our series examining the top OOH spenders in DMAs across the country. As mentioned in last week’s Friday Fast Fact, the Geopath team recently compiled two new OOH advertising spend reports with data sourced from Kantar; These two reports cover second quarter spending, as well as, spending from January-June. Both reports are available to our members via the GeekOut Library.
With all this new data available, this week we want to not only take a look at what advertisers and industries are spending within the market, but also analyze any changes in the list of brands spending from the first to second quarter.
For this, let’s venture down to the Lone Star State, and look at the fifth largest DMA in the country; Dallas-Ft. Worth.
During the first quarter of this year, the Dallas-Ft. Worth market’s top spenders were predominantly from the insurance, financial, and media sectors. From January until the end of March, the largest spender in the market was the Polaris Project Organization, followed by Facebook, and then the Texas State Lottery. As reported in previous Fast Facts, both Facebook and state lotteries have been commonplace among the top spenders in many DMAs around the country.
However, with the onset of travel restrictions and other COVID-19 implications, we can see that OOH spending in the second quarter changed. Although some of the top OOH advertisers from the first quarter are still spending, there have been shifts in the order, as well as a few new brands emerging on the list of top spenders. Of note (and maybe not that surprising), is that Zoom Video Communications has taken the seventh spot on the OOH spender list for Q2 coinciding with the onset of COVID-19, and the subsequent office and school shutdowns.
Interestingly, the Texas State Lottery, and the Polaris Project swapped positions between quarters. Facebook on the other hand, which once sat at the second spot on the list during the first quarter, dropped substantially to ninth in the second quarter. Also, it is interesting to note, the insurance sector continued spending, with Fred Loya Insurance moving up six spots to the fourth position, and Geico to the second spot.
Verizon, Ralph Lauren, and NerdWallet were all new additions to the top OOH spender list as well for the second quarter, while LogMeIN, Pluto TV, T-Mobile, and H&R Block fell off the list.
With the end of Q3 approaching in a couple weeks, it will be very interesting to see which of these companies will maintain their top spots! As we continue our series analyzing the top spenders in each market, make sure to check back here. 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