2021 Out-of-Home Advertising Trends and Insights
Explore the latest trends in Out-of-Home (OOH) advertising for 2021, including significant growth in ad spend, top industry categories, top advertisers, and key insights into OOH advertising performance compared to previous years.
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Presentation Transcript
2021 OOH Facts & Figures 2021 OOH Facts & Figures Ad Spend Performance Ad Spend Performance
OOH Displays Source: OAAA Download the OOH displays chart here Out of Home Advertising Association of America 2 2
OOH Ad Spend Grew 16.7% to $7.1 Billion 2021 Category Performance versus 2020 Billboards +17% Street Furniture +43% Transit +11% Place-Based +4% DOOH Growth = +23% DOOH Growth = +23% Access 2021 OOH category performance data by quarter here Out of Home Advertising Association of America 3 3
Strong OOH Increase from 2020 OOH Ad Spend 2009 - 2021 (billions) 10 9 8.6 8 7.7 8 7.6 7.3 7.1 7.0 6.9 6.7 7 6.4 6.1 6.1 5.9 6 $ Billions 5 4 3 2 1 0 2009 2010 2011 2012 2013 2014 2015 YEAR 2016 2017 2018 2019 2020 2021 Access historical annual OOH performance from 1970- 2021 Source: OAAA Out of Home Advertising Association of America 4 4
OOH Ad Spend by Top Ten Industry Product Categories Access 2021 OOH revenue press release and category performance data by quarter here Source: Kantar, OAAA Out of Home Advertising Association of America 5 5
MegaBrands 2021 Top Ten OOH Advertisers and Parent Cos. Advertisers Parent Companies McDonald s Walt Disney Company Apple McDonald s Corp. Geico Apple Inc. Amazon Berkshire Hathaway Inc. American Express AT&T Inc. Coca-Cola Comcast Corp. Allstate Amazon.com Inc. Google Viacom/CBS Inc. Walt Disney Pictures Roark Capital Group HBO Coca-Cola Company Download the MegaBrands report here Source: Kantar Out of Home Advertising Association of America 6 6
Top Ten Advertisers by Dollar Increase over 2020 Spend ADVERTISER ADVERTISER 2021 OOH Spend 2021 OOH Spend 2020 OOH Spend 2020 OOH Spend 2021 OOH 2021 OOH Spend Rank Spend Rank OOH Spend % Increase over OOH Spend % Increase over 2020 2020 Walt Disney Pictures William Hill McDonald's ClickUp Uber BetMGM Apple DuckDuckGo DoorDash AT&T $22,706,716 $9,866,201 $69,494,019 $11,193,752 $13,679,174 $11,637,008 $64,859,238 $12,058,836 $10,228,935 $12,805,581 9 39 1 33 21 31 2 29 35 26 $10,756,903 $138,664 $59,946,533 $1,799,456 $5,138,778 $3,256,581 $56,545,225 $4,118,210 $2,345,783 $5,306,704 $11,949,813 $9,727,537 $9,547,486 $9,394,296 $8,540,396 $8,380,427 $8,314,013 $7,940,626 $7,883,152 $7,498,877 Download the complete list of advertisers here Source: Kantar Out of Home Advertising Association of America 7 7
Top Ten Advertisers by Percentage Increase over 2020 Spend 2021 OOH 2021 OOH Spend Rank Spend Rank OOH Spend % Increase OOH Spend % Increase over 2020 over 2020 ADVERTISER ADVERTISER 2021 OOH Spend 2021 OOH Spend 2020 OOH 2020 OOH Spend Spend Credit Karma Webull Pacaso Real Estate Services Womply Loan Service UiPath Cue Health Candid Co Brex Fors Marsh Group Service Enphase Energy $5,959,104 $4,605,650 $4,027,357 $3,280,493 $2,825,848 $2,698,115 $2,333,580 $2,237,129 $2,166,220 $2,096,428 74 96 120 153 179 189 223 232 242 252 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 595910300% 460564900% 402735600% 328049200% 282584700% 269811400% 233357900% 223712800% 216621900% 209642700% Download the complete list of advertisers here Source: Kantar Out of Home Advertising Association of America 8 8
Top 20 Local Ad Spend Markets Total Local Ad Total Local Ad Spend Rank Spend Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 MARKET MARKET Total Local Ad Spend Total Local Ad Spend NEW YORK LOS ANGELES CHICAGO SAN FRANCISCO WASHINGTON,DC DALLAS HOUSTON MIAMI PHILADELPHIA BOSTON ATLANTA PHOENIX DETROIT TAMPA ORLANDO DENVER SAN DIEGO MINNEAPOLIS SEATTLE CLEVELAND ST LOUIS $2,917,379,336 $2,111,102,285 $1,363,336,111 $1,024,044,679 $1,014,802,894 $999,876,767 $909,533,478 $866,903,506 $851,044,215 $792,911,917 $763,494,019 $626,946,409 $598,054,664 $512,706,674 $494,290,011 $488,600,026 $477,427,679 $432,006,007 $430,198,944 $417,251,064 $369,382,449 Download the list of rankings for all markets here Source: Kantar Out of Home Advertising Association of America 9 9
Local Ad Spend by Market by Medium Download the complete list of markets here Source: Kantar Out of Home Advertising Association of America 10 10
Top 20 OOH Ad Spend Markets OOH Ad Spend OOH Ad Spend Rank Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 MARKET MARKET Total OOH Ad Spend Total OOH Ad Spend $568,415,101 $459,970,534 $177,762,199 $151,879,758 $148,351,965 $143,281,772 $138,789,404 $120,750,726 $105,692,504 $99,083,023 $89,189,030 $86,999,698 $84,718,556 $72,001,309 $71,956,526 $68,699,609 $62,396,857 $53,036,105 $52,258,786 $51,605,714 NEW YORK LOS ANGELES CHICAGO SAN FRANCISCO DALLAS MIAMI ATLANTA ORLANDO HOUSTON PHILADELPHIA TAMPA BOSTON PHOENIX LAS VEGAS WASHINGTON,DC DETROIT MINNEAPOLIS SAN DIEGO NASHVILLE ST LOUIS Download the complete list of markets here Source: Kantar Out of Home Advertising Association of America 11 11
Top OOH Ad Spend Markets by Share of Local Ad Spend Total Local Ad Total Local Ad Spend Rank Spend Rank 37 148 160 190 186 130 144 149 136 150 153 155 135 163 121 142 145 170 133 73 Total OOH Ad Total OOH Ad Spend Rank Spend Rank 5 89 113 139 138 70 104 109 103 118 124 125 107 133 78 121 123 142 106 49 OOH Share of Market OOH Share of Market Local Ad Spend Local Ad Spend 70% 60% 55% 52% 49% 47% 46% 45% 40% 40% 39% 38% 36% 35% 35% 35% 34% 32% 32% 32% MARKET MARKET ALL OTHER RAPID CITY CASPER VICTORIA MANKATO BILOXI CHICO SALISBURY ERIE PANAMA CITY JACKSON,TN WHEELING DULUTH ALEXANDRIA LA CROSSE ODESSA LAKE CHARLES BLUEFIELD BILLINGS FLINT Total Local Ad Spend Total Local Ad Spend $214,005,488 $16,624,614 $12,765,667 OOH Local Ad Spend OOH Local Ad Spend $150,346,820 $9,933,239 $6,980,853 $3,343,915 $3,584,544 $13,271,883 $8,013,901 $7,292,560 $8,151,416 $6,501,522 $5,790,121 $5,526,684 $7,399,692 $4,212,838 $12,072,374 $6,184,346 $5,891,288 $3,097,407 $7,580,113 $20,946,045 $6,470,908 $7,248,890 $28,357,974 $17,264,986 $16,306,825 $20,338,066 $16,232,905 $14,854,870 $14,495,187 $20,509,715 $12,009,686 $34,705,150 $17,917,913 $17,236,172 $9,541,017 $23,480,084 $65,517,029 Source: Kantar Note All Other market definition includes CBSAs overlapping multiple DMAs or mobile OOH appearing in more than one market. Download the complete list of markets here Out of Home Advertising Association of America 12 12
Total Ad Spend by Industry Product Category by Medium Download the complete list of product categories by medium here Source: Kantar Out of Home Advertising Association of America 13 13
Total Ad Spend by Industry Product Category by Month Download the complete list of product categories by month here Source: Kantar Out of Home Advertising Association of America 14 14
OOH Share of Total Core Media Download historical market share data here Source: MAGNA, OAAA Out of Home Advertising Association of America 15 15
Major Media Growth 2021 + 2022 Projections Source: MAGNA Out of Home Advertising Association of America 16 16
