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DOOH advertising rises nearly 80% in 2021 Q2
August 31, 2021
OOH advertising revenue increased 38% — with DOOH jumping almost 80% — in the second quarter of 2021 compared to the previous year, accounting for $2 billion, based on figures released by the Out of Home Advertising Association of America, according to a press release.
In the second quarter, all top 10 industry product categories increased double digits, which included local miscellaneous services and amusements, retail, insurance and real estate, media and advertising, restaurants, government politics and organizations, public transportation, hotels and resorts, financial, automotive dealers and services, schools, camps and seminars.
As an indicator of the ongoing recovery of the U.S. economy, the strongest categories all increased more than one-third. In order of percentage increase, they were insurance and real estate, government politics and organizations, local miscellaneous services and amusements, media and advertising, retail, automotive dealers and services, restaurants, and public transportation hotels and resorts.
Ranked in order of OOH spending, the top 10 advertisers in the second quarter were Geico, McDonald's, Apple, Allstate, Anheuser-Busch, Coca-Cola, HBO, Universal Pictures, Google, and the New York City Department of Health and Mental Hygiene.
Eighty percent of the top 100 OOH advertisers increased their OOH spend from Q2 2020, and 45% of the top 100 OOH advertisers more than doubled their spend. Twenty of the top 100 increased their spend ten-fold or more including: Womply, Postmates, Curative, Pacaso, Credit Karma, Affirm, 1520, Mark Anthony Brands International, PayPal, Molson, DoorDash, ClickUp, Carvana, Brown-Forman, Gallo, BetMGM, New Jersey Department of Health, T-Mobile, Boston Beer Company, and AT&T.
Over one-quarter of the top 100 OOH spenders were technology or direct-to-consumer brands including: 1520, Affirm, Amazon, Apple, AT&T, BetMGM, Carvana, ClickUp, Comcast, Credit Karma, Curative, DoorDash, DuckDuckGo, Eaze, Fred Loya Insurance, Google, GrubHub, Hulu, Netflix, Pacaso, PayPal, Postmates, T-Mobile, Uber, Verizon, and Womply.
Magna, a division of IPG, forecasts OOH will be the second fastest-growing ad channel in 2021 with a projected annual increase of 10.4%. Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising.
Founded in 1891, OAAA is headquartered in Washington, D.C. with offices in New York City.
