Out of Home Advertising Up 16.7% in 2021

Out of home (OOH), advertising revenue increased 16.7% in 2021 compared to the previous year, accounting for $7.1 billion, based on figures released by the Out of Home Advertising Association of America (OAAA). Digital OOH (DOOH) is leading the overall growth, and the segment jumped 22.7 percent compared to 2020. Fourth-quarter total OOH revenue increased 37.4%, while DOOH grew 49.6% over the same period in 2020.

“These numbers tell a clear story of collective growth and progress for the OOH space and consumers,” said Anna Bager, president and CEO, OOA. “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 billboards, street
furniture, transit, place-based, and cinema advertising.

Source: OAAA

The preceding press release was provided by a company unaffiliated with Wide-format Impressions. The views expressed within do not directly reflect the thoughts or opinions of Wide-format Impressions.