What we can learn from top 5 OOH spenders of 2022

Published: January 5, 2023

The Out of Home Advertising Association of America (OAAA) recently released its 2022 revenue report showing a significant upward trajectory in the out-of-home (OOH) sector. Despite rising inflation, the OOH figures in the third quarter show an increase of 11%, with DOOH advancing the industry, jumping to 14% compared to the third quarter of 2021.

More importantly, the report highlighted the top OOH spenders, including leading tech companies, direct-to-consumer brands, and quick-serve restaurants. Let’s take a look at the top five OOH spenders in 2022 and why they made such a splash in the OOH sector last year:

The most innovative business in tech, Apple, is the biggest spender in OOH. Apple has been creating iconic OOH ads for decades now. From the start of the iPod to the Shot on iPhone campaign, the multinational tech company has remained faithful to billboards despite constructing one of the most used mobile devices in the world.

It’s no surprise to see Mcdonald's on this list. The global QSR leader historically has spent the most money on advertising compared to its competitors and has a long history of using OOH to promote its products. According to the OAAA and Harris Poll study, 62% of fast food OOH ads are relevant to audiences. Location matters the most when drawing in QSR consumers, so utilizing geo-targeting tools to reach people nearby fast food locations effectively is key. Read more about how DOOH works for QSRs here.

With the launch of its new Galaxy event, Samsung lit up the streets of some of the most lively cities, including New York, London, Dubai, Kuala Lumpur, and Beijing, with a dynamic state-of-the-art 3D-billboard campaign titled Tiger in the City. The DOOH campaign aimed to get audiences to stop what they were doing and focus on the supersized Tiger breaking out of the glass screen. In only two days, the campaign garnered over 2.9k mentions in the U.S., over 400 media coverage globally, and $114K worth of earned media value in UAE.

The e-commerce giant has expanded their Amazon Fresh store's advertising horizons to DOOH. Peter Bordes, Interim CEO of Alfi, states, "Amazon is paying attention to the immediate benefits of Digital Out of Home Advertising and its potential to become the revenue driver for multiple industries it touches. Amazon aims to sell in-store digital advertising to brands in their brick-and-mortar retail stores, offering consumers a seamless grocery shopping experience. Read more here.

Google, a long-time user of out-of-home advertising, is branching out to programmatic announcing in August 2022 that digital out-of-home ads will be accessible to all its Display & Video 360 users. Retailer ASOS was one of the first brands to work with Google to drive foot traffic into their stores. The potential for OOH is endless with this massive tech leader entering the space.

The top 5 OOH spenders share one thing in common: they are the world's largest and most profitable companies. Anna Bager, President and CEO of OAAA, reported, "This strong growth is a direct reflection of the value marketers place on the medium and its benefits." OOH, coupled with programmatic technology, is elevating advertisers' campaigns, introducing remarkable capabilities and flexibilities more than ever before - including tools such as dayparting, precise targeting, budget allocation, environmental triggers, and more. Amazon and Google entering OOH will only invite new abilities and companies to the space! So, what are you waiting for? If you're ready to launch your DOOH campaign, our team of experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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