Sales Tips: OOH Up 4.5% to Record $8.0 Billion in 2018

OOH advertising revenue rose 4.5 percent in 2018 compared to the previous year, accounting for $8 billion. The year ended particularly strong as OOH grew 7.2 percent in the fourth quarter compared to 2017. This performance represented the greatest quarterly growth since before the Great Recession of 2008. The revenue total marks a record high for OOH, with 35 consecutive quarters of growth.

Of the top 100 OOH spenders, one-quarter are tech brands, with Apple taking the number one position. Today’s OOH is a force for consumer connection, offering engaging and informational experiences. International tech giants have realized the power of OOH, with all FAANG (Facebook, Apple, Amazon, Netflix, Google) companies represented among top OOH spenders.

OOH experienced increases in all four primary formats – billboards, street furniture, transit, and place-based – with the digital OOH sector representing 29 percent of total 2018 revenue.

Among the top revenue categories, those with the greatest growth increase in 2018 included:

  • Government, Politics and Organizations +14.6 percent
  • Insurance and Real Estate +14.6 percent
  • Schools, Camps and Seminars +13.2 percent
  • Miscellaneous Local Services & Amusements +8.2
  • Retail +6.6 percent
  • Financial +6.2 percent

Ranked in order of OOH spending, the top 15 advertisers in 2018 were:

Apple and McDonalds have retained the top two positions for the sixth consecutive year.

Thirteen advertisers more than doubled OOH investments in 2018, including Facebook, Pepsi, Allstate, Uber, US National Guard, Pfizer, Warner Bros, HCA Healthcare, Oculus, Crown Imports, JP Morgan, Diageo, and State Street Global Advisors.

OOH is as relevant as ever because it offers high impact and amplifies all other media investments, including today’s largest ad channel – digital. The ROI, media mix optimization, and attribution research produced by OAAA proves OOH’s worth in today’s highly-competitive advertising environment, but, most importantly, brands recognize the value and continue to invest accordingly.

Source: OAAA, Kantar Media