Sales Tips: OOH Advertising Up 11% In Q3 2022

OOH year-to-date revenues are on par with the industry’s record-breaking high in 2019, following an 11 percent increase in the third quarter of 2022. Revenue for the quarter totaled $1.94 billion, and DOOH continues to power overall OOH growth as the segment jumped 14 percent compared to Q3 2021. For 2022 year-to-date, OOH is up 25.7 percent with revenue of $6.4 billion. MAGNA, a division of IPG, forecasts OOH will be the fastest growing ad channel in 2022 with a projected annual increase of 21.8 percent.

In the third quarter, nine of the top ten industry product categories increased including (listed in order of growth rate): Media & Advertising; Public Transportation Hotels and Resorts; Schools, Camps and Seminars; Government, Politics and Organizations; Automotive Dealers and Services; Local Services & Amusements; Restaurants; Financial Services; and Retail.

The four top growth industry categories showcase current socioeconomic trends:

  1. Media & Advertising grew 32 percent, driven by streaming and internet services.
  2. Public Transportation, Hotels and Resorts growth of 26 percent reflected consumers’ pent-up desire for real-life experiences.
  3. Schools, Camps and Seminars jumped 17.3 percent driven by online learning and vocational/trade schools.
  4. Government, Politics and Organizations category achieved a quarterly record high $134 million, fueled by a Q3 high $7.5 million in political spending, mostly for US Senate and House, state, and local government races, plus ballot issues. The category also saw significant increases in federal, state, and local government spending for economic, environmental, health, safety, and social issues.

Ranked in order of OOH spending, the top 10 advertisers in the third quarter were Apple, McDonald’s, Samsung, Amazon, Google, Paramount+, American Express, T-Mobile, Panera, and Dunkin. Additional highlights for the quarter include:

  • 79% of the top 100 OOH advertisers increased their OOH spend from Q3 2021
  • Nearly one-third (32%) of the top 100 OOH advertisers more than doubled their spend
  • The top 10 advertisers with the greatest dollar spend increase, listed in rank order, were: Paramount+, Apple, Google, T-Mobile, Samsung, Panera, Stellantis, IHG, Uber, and American Express. Their spend increases ranged from +2538% to +57%.
  • Over one-quarter (27%) of the top 100 OOH spenders are technology or direct-to-consumer brands including: Airtable, Altice, Amazon, Apple, AT&T, BetMGM, ClickUp, Comcast, Disney, DoorDash, DraftKings,, Expedia, Expensify, FanDuel, Google,, Hulu, Indeed, Intel, Live Nation, Netflix, Paramount+, Samsung, T-Mobile, Uber, and Verizon

OAAA members can access the top ten OOH product cat