OAAA releases 2024 MegaBrands and 2024 OOH Advertising Facts & Figures reports
WASHINGTON, DC — The Out of Home Advertising Association of America (OAAA) today released its 2024 MegaBrands and 2024 OOH Advertising Facts & Figures reports, revealing how the world’s most influential brands and fastest-growing categories are embracing out of home (OOH) as a high-impact, performance-driven media channel.
Together, the reports highlight the companies fueling OOH’s evolution, from Fortune 100 leaders like Amazon and Apple to a new wave of direct-to-consumer brands and digitally native disruptors. The reports also shed light on category-level growth, shifting advertiser trends, and a growing reliance on digital formats and programmatic strategies.
“These reports paint a clear picture that OOH isn’t just growing, it’s evolving — and the brands leading the charge are doing so with intention, creativity and measurable impact,” said Anna Bager, President and CEO, OAAA. “From local businesses to global icons, advertisers are embracing the scale, flexibility and cultural power of OOH.”
MegaBrands That Moved the Market
The 2024 MegaBrands report is led by Apple, McDonald’s, Amazon, Coca-Cola, and Verizon, with Apple retaining the top spot for the third consecutive year. These brands were joined by cultural and category leaders including Netflix, Samsung, Disney, Google, Paramount, and Meta, reflecting how OOH continues to serve as a key driver of visibility and relevance.
Top five OOH advertisers in 2024:
- Apple – $68.3 million
- McDonald’s – $61.0 million
- Amazon – $55.1 million
- Coca-Cola – $46.8 million
- Verizon – $44.2 million
The list also features a large number of direct-to-consumer brands, as digitally native companies continue to embrace OOH to build awareness and drive real-world engagement. In total, 13 advertisers more than doubled their OOH spend, and 60 percent of the top 100 increased investment year-over-year.
Brands with the largest year-over-year increases:
- Stripe – up 823,951,800 percent
- Old Navy – up 10,954 percent
- Honda – up 456 percent
- Nike – up 443 percent
- Hotels.com – up 389 percent
Over 25 percent of brands on the list are tech or DTC-driven, including rising players like Doordash, Instacart, Cash App, and Roku, which climbed the rankings or appeared for the first time in 2024.
OOH’s Biggest Category Surges and Digital Gains
While the MegaBrands list shows who is spending, the 2024 Facts & Figures report offers insight into where and how. Among the standout trends:
- Legal Services was the fastest-growing category in 2024, with a 16 percent increase in OOH spend
- Chain Food Stores & Supermarkets increased investment by 15 percent, followed closely by Hospitals & Clinics and Domestic Hotels & Resorts
- Quick-Service Restaurants, Consumer Banking, and Colleges & Universities also ranked among the top 10 product categories for OOH spend
- Digital OOH (DOOH) accounted for 34 percent of total spend, reflecting its growing adoption among performance-focused advertisers
- Apparel, Online Travel Services, and Motion Pictures appeared in the Top 25 OOH categories — indicating momentum from ecommerce, tourism recovery, and theatrical releases
- Wireless Telecom Providers and Computer Software both posted solid gains, underscoring OOH’s utility for tech and connectivity brands
- Religious and Humanitarian Organizations also made the Top 25 — a unique indicator of OOH’s reach beyond traditional commercial categories
These trends reinforce how advertisers across sectors, from healthcare and retail to travel and technology, are leveraging OOH for its targeting power, creative impact, and ability to reach audiences at scale.
MegaBrands to Headline the 2025 OOH Media Conference
Many of the brands featured in both reports will take the stage at the 2025 OOH Media Conference, May 5–7 in Boston. Confirmed speakers include leaders from Cracker Barrel, Kraft Heinz, AstraZeneca, Bose, HubSpot and New Balance. In addition, American Express — a longtime creative leader in OOH — will be inducted into the OBIE Hall of Fame at this year’s conference.
- Cracker Barrel, ranked No. 16 among MegaBrands, will speak on blending nostalgia with modern outdoor strategy
- AstraZeneca, also in the Top 100, will present a case study on programmatic DOOH in healthcare
For more information about the 2024 Facts and Figures and MegaBrands reports, please contact Steve Nicklin at [email protected] or 202-833-5566.About Out of Home Advertising Association of America (OAAA)
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit https://oaaa.org.Media Contact
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SOURCE: Out of Home Advertising Association of America (OAAA)
Published: April 10, 2025