Russ Curry, Ministry of New Media
Out of home advertising revenue in the USA increased 16.7% in 2021 compared to the previous year, accounting for USD 7.1 billion, based on figures released by the Out of Home Advertising Association of America (OAAA). Digital OOH is leading the overall growth, and the segment jumped 22.7% compared to 2020. Fourth quarter total OOH revenue increased 37.4 percent, while DOOH grew 49.6 percent over the same period in 2020.
Anna Bager, President and CEO, OOA told us “These numbers tell a clear story of collective growth and progress for the OOH space and consumers. With continued innovation and the unbridled creativity of our industry, we are poised for continued expansion in 2022 and beyond.”
In 2021, all top ten industry product categories increased and eight grew double digits, including Local Services & Amusements, Retail, Media & Advertising, Insurance & Real Estate, Restaurants, Government Politics and Organizations, Financial, and Automotive Dealers and Services.
Reflecting the overall strength of OOH, the largest category, Local Services and Amusements, which represents over 25% of total OOH spend, increased by 20.9%, second only in growth to the Media and Advertising category increase of 21.3%.
Ranked in order of OOH spending, the top 10 advertisers in 2021 were McDonald’s, Apple, Geico, Amazon, American Express, Coca-Cola, Allstate, Google, Walt Disney Pictures, and HBO.
- 28% of the top 100 OOH advertisers more than doubled their spend including (ranked in order of percentage increase): Credit Karma, Webull, Molson, William Hill, Cartier, Curative, ClickUp, Capital One, Postmates, DoorDash, Chrysler, BetMGM, Boston Beer, Constellation Brands, DuckDuckGo, UnitedHealthcare, Uber, At Home, FanDuel, LVMH, AT&T, Brown-Forman, Audible, Chevron, FX, Walt Disney Pictures, Expensify, and GrubHub
- 28% of the top 100 OOH spenders were technology or direct-to-consumer brands including: Amazon, Apple, AT&T, Audible, BetMGM, ClickUp, Comcast, Cox, Credit Karma, Curative, DoorDash, DraftKings, DuckDuckGo, Expensify, Facebook, FanDuel, Google, GrubHub, Hulu, Netflix, PayPal, Postmates, Samsung, T-Mobile, Uber, Verizon, Webull, and William Hill
MAGNA, a division of IPG, found OOH was the second fastest growing ad channel in 2021, outperforming all media channels except Digital.
OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising.
For more information about specific category spend, please contact Steve Nicklin at snicklin@oaaa.org
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