DOOH Advertising

OOH revenue rose 11% in Q3 2022

Provided by iStock.

December 5, 2022

Out-of-home advertising revenue rose 11% in the third quarter of 2022, according to figures in a report from the Out of Home Advertising Association of America, and DOOH has grown 14%, according to a press release.

OOH YTD has risen 25.7%, approaching the $6.4 billion all time YTD high of 2019.

"This strong growth is a direct reflection of the value marketers place on the medium and its benefits," Anna Bager, president and CEO at the OAAA, said in the release. "Key sectors are increasingly investing more dollars — in particular, political spending in out of home hit record highs. It confirms OOH's ability to effectively reach audiences at national and local levels and is surely a harbinger of more momentum to come."

The top four growth areas were listed as follows:

1. Media and advertising grew 32%, driven by streaming and internet services.
2. Public transportation, hotels and resorts growth of 26% reflected consumers' pent-up desire for real-life experiences.
3. Schools, camps and seminars jumped 17.3% 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 U.S. 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.

The top 10 advertisers by spending were listed as:

1. Apple.
2. McDonald's.
3. Samsung.
4. Amazon.
5. Google.
6. Paramount+.
7. American Express.
8. T-Mobile.
9. Panera.
10. Dunkin.

Other report highlights included:

• 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, DuckDuckGo.com, Expedia, Expensify, FanDuel, Google, Hotels.com, Hulu, Indeed, Intel, Live Nation, Netflix, Paramount+, Samsung, T-Mobile, Uber and Verizon.

Figure provided by OAAA.