The OAAA MegaBrands report is a comprehensive review of the largest national advertisers in both OOH and total media spend, according to Vivvix. The report provides OAAA members an informed view of the national ad landscape by examining the top 100 OOH advertisers and top 100 total media advertisers, along with their ad spend by medium, and ad agency relationships.
The top 100 OOH advertisers represented 25% of all total OOH spend in 2023. The OAAA MegaBrands report includes:
- 2023 OOH Industry Revenue Overview
- 2023 Top 100 OOH Advertisers
- 2023 Top 100 Overall Advertisers
- 2023 Agency List – Top 100 OOH Advertisers
- 2023 Agency List – Top 100 Overall Advertisers
- OOH Specialist and Agency Overview – including agency family associations
Ranked in order of OOH spending, the top 20 advertisers in 2023 were: Apple, McDonald’s, Disney, Coca-Cola, Amazon, Uber, T-Mobile, American Express, Coors, Dunkin’, Verizon, Netflix, Google, Anheuser-Busch, Morgan & Morgan Attorneys, Universal Pictures, Pfizer, IHG, Walt Disney Pictures, and JP Morgan.
McDonald’s has been among the top two OOH spenders since 1999, Apple has been one of the top three for a decade, and Amazon has been on the top ten list for five consecutive years.
Ranked in order of total media spending, which includes OOH and competitive media channels (TV, digital, radio, magazine, newspaper), the top 20 advertisers in 2023 were: Amazon, Walmart, Apple, Progressive, Verizon, Target, Abbvie, T-Mobile, Google, Disney, Expedia, Booking.com, Home Depot, Domino’s, Pfizer, AT&T, Capital One, Geico, Temu, and Lowe’s.
Among the top 100 OOH advertisers, the top ten product industries by total OOH spend were:
- Media & Advertising
- Restaurants
- Public Transportation, Hotels & Resorts
- Local Services & Amusements
- Retail
- Communications
- Financial
- Beer & Wine
- Insurance & Real Estate
- Automotive, Automotive Access & Equipment
The OAAA MegaBrands list is comprised almost exclusively of national advertisers, so while the top ten product industries for the top 100 OOH spenders is similar to the top ten list for all OOH advertisers, the rank order is significantly different. For example, Local Services & Amusements is the number four category for OOH within the MegaBrands list, while it is number one for all OOH advertisers.
Published: March 28, 2024