20% of top OOH spenders are tech, D2C cos: OAAA report
By M4G Bureau - December 21, 2020
The report also shows that OOH advertising was down 36% in Q3 2020, with cinema segment reporting zero revenues for the quarter
Out of home (OOH) advertising revenue decreased 36% in the third quarter of 2020 compared to the previous year, accounting for $1.27 billion, based on figures released by the Out of Home Advertising Association of America (OAAA). For the first three quarters of the year, OOH revenue is down 28.5 % , and totals $4.6 billion.
The top five revenue categories in the third quarter included Local Miscellaneous Services & Amusements, Retail, Insurance & Real Estate, Restaurants, and Government Politics & Organizations. Within the Government Politics & Organizations category, OOH political spend was up 120 % over the third quarter of 2019.
Ranked in order of OOH spending, the top 10 advertisers in the first quarter were Geico, McDonald’s, Apple, Allstate, Anheuser Busch, HBO, Amazon, MillerCoors, Cracker Barrel, and Verizon.
Forty of the top 100 OOH advertisers increased their OOH spend from Q3 2019, and 14 of these advertisers more than doubled their spend including (ranked in order of percentage increase): Quibi, TripAdvisor, Vonage, PayPal, Oatly, WeWork, Boston Beer, Sly Fox Restaurant, Proximo Spirits Store, New York City Health & Hospitals Corporation, AdventHealth, FanDuel, Lerner & Rowe Attorneys, and Russ Brown Attorney.
Twenty per cent of the top 100 OOH spenders were technology or direct-to-consumer brands including: Amazon, Apple, Comcast, Cox, Dell, DoorDash, DraftKings, Facebook, FanDuel, Google, Hulu, Netflix, PayPal, Quibi, Samsung, T-Mobile, TripAdvisor, Verizon, Vonage, and WeWork.
Due to the nationwide closure of movie theaters, there was no cinema ad spend reported again in the third quarter. Other place-based locations were similarly impacted by closures or constrained operating conditions such as arenas and stadiums, restaurants and bars, and health clubs.