Top US Brands, Advertisers Are Also Top OOH Spenders
Some of the largest public and privately held companies in the United States are top overall advertisers, and many are top spenders in OOH. According to the 2016 MegaBrands report by OAAA released last week, based on data from Kantar Media, 37 of the top 100 overall advertisers appear in the list of top 100 OOH advertisers, and 25 of the top 100 OOH advertiser parent companies are in the Fortune 100.
“Major brands across the county, and throughout the world, have for decades recognized the power of the OOH medium,” said Steve Nicklin, OAAA’s vice president of marketing. “And today, we’re seeing more companies, both old and new, join the ranks of OOH as it continues to grow and become a core media buy.”
MegaBrands (note: only for OAAA members) is a comprehensive review of the largest national advertisers, and the 2016 version is now available. The report reviews the top 100 OOH advertisers and top 100 total media advertisers, along with their ad spend by medium, and ad agency relationships.
Of the top 100 OOH advertisers in 2016, 68 had increases in OOH spend equal or greater to the industry increase of 3.1 percent. Ranked in order of OOH spending, the top 20 advertisers in 2016 were:
- · McDonald’s
- · Apple
- · Geico
- · Chevrolet
- · Verizon
- · American Express
- · Sprint
- · Anheuser-Busch
- · Coca-Cola
- · HBO
- · Warner Bros Pictures
- · Microsoft
- · M&Ms
- · Chase
- · Metro PCS
- · Universal Pictures
- · Amazon
- · AT&T
- · Comcast
McDonald’s and Apple retained the top two positions for the fourth consecutive year, while McDonald’s has held the top spot since 1999.
Over a quarter of the companies appearing in the 2016 top 100 were not in the 2015 list including: Android, Budweiser, Capital One, Chevrolet, Chevy Dealers Association, Colosseum Casino, Cylance, Dell, Dove, Facebook, FX, Hulu, Infiniti, Jim Beam, Kia, Showtime, Sony, Taco Bell, TBS, TNT, Toyota, Tresemme, Uber, Various Political State & Local Races, Wrigley’s, and YouTube.
Recognizing the powerful capacity of OOH, the technology and digital sectors continues to invest heavily in OOH. One-quarter of the OOH top 100 were from these sectors, and included: Amazon, Android, Apple, AT&T, Barracuda, Colloseum Casino, Comcast, Cox Communications, Cylance, Dell, Facebook, Google, Hulu, Lyft, Metro PCS, Microsoft, Netflix, Samsung, Sprint, T-Mobile, Uber, US Cellular, Verizon, Yahoo, and YouTube.
Google, which was number 88 in OOH spend in 2013, has risen to the number 11 spot, while Facebook, which just began spending in OOH in 2014, jumped all to number 28 in 2016.
OAAA members can Download the 2016 MegaBrands report here.
[wpforms id=”9787″]
Paid Advertisement
