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Out-of-Home ad revenue up 38% in Q3

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December 9, 2021

Out of home advertising revenue increased 38% in the third quarter of 2021 compared to the previous year, accounting for $1.75 billion, based on figures released by the Out of Home Advertising Association of America OOH Ad Revenue Report findings.

Digital OOH is leading the overall OOH recovery, and the segment jumped 56% compared to Q3 2020. Year-to-date, OOH ad revenue totaled $5.1 billion, an increase of 10% over 2020.

In the third quarter, all top 10 industry product categories increased by double digits, and included local services and amusements, retail, media and advertising, insurance and real estate, restaurants, government, politics and organizations, financial services, public transportation, hotels and resorts, automotive dealers and services, and schools camps and seminars.

Reflecting the overall strength of OOH media's recovery, the largest category, local services and amusements, which represents over 25% of total OOH spend, increased by over one-third, according to the report. Media and advertising spend increased 85%, and the financial services category jumped 46%.

Ranked in order of OOH spending, the top 10 advertisers in the third quarter were McDonald's, Geico, Apple, Amazon, American Express, Walt Disney Pictures, Allstate, Dunkin', Chevron, and Barclays.

Other key findings:

• 88% of the top 100 OOH advertisers increased their OOH spend from Q3 2020.
• 51% of the top 100 OOH advertisers more than doubled their spend.
• 36% of the top 100 increased their spend ten-fold or more including (ranked in order of percentage increase): Credit Karma, Webull, DuckDuckGo, ADT, Discovery, Brex, California Department of Social Services, Grayscale, Christian Dior, Snapchat, United Artists Pictures, Expensify, Molson, Heineken, Marriott, William Hill, Adidas, and Chrysler.
• 28% of the top 100 OOH spenders were technology or direct-to-consumer brands including: Amazon, Apple, AT&T, BetMGM, Brex, ClickUp, Comcast, Credit Karma, DoorDash, DraftKings, DuckDuckGo, Expensify, Facebook, FanDuel, Google, GoPuff, Grayscale, GrubHub, HBO, Hulu, Netflix, Samsung, Snapchat, T-Mobile, Uber, Verizon, Webull, and William Hill.

"OOH has come roaring back after a year full of uncertainty the world over," Anna Bager, president and CEO, OAAA, said in the release. "Our industry is both a marker of public sentiment, and in its own right, a morale lifting vehicle for engaging, inspiring and empowering consumers. These Q3 figures should be welcomed as a sign that we're back and have an exciting next chapter ahead."

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.