Growth of OOH Adoption Among Mega Brands
New insights reveal how leading global brands increasingly adopt and innovate outdoor advertising strategies.
Recent data reveals how the world’s most influential brands and fastest-growing categories are increasingly adopting and evolving outdoor advertising (OOH) as a high-impact and performance-oriented communication channel. According to the "MegaBrands 2024" report, OOH usage is driven by iconic global brands as well as local businesses. This highlights that outdoor advertising is not only growing but also evolving with intentionality, creativity, and measurable impact, according to the Outdoor Advertising Association of America (OAAA). This growth is fueled by key factors, including scale and flexibility in a highly impactful format that is advertiser-safe and non-intrusive for audiences.
Who is driving the growth?
While Apple retains the top spot for the third consecutive year as the highest OOH spender ($68.3 million), the list also includes many direct-to-consumer brands (e.g., Old Navy), emerging brands (DoorDash), and tech companies. Outdoor advertising remains essential for brand awareness and engagement, with an increasing number of industries utilizing it as a vital marketing strategy component.
Amazon’s decision to invest $55 million in OOH to complement its media offering highlights how OOH helps overcome digital saturation with tangible and highly visible messaging, especially as digital ad regulations tighten. This upward trend is reinforced by creative innovation, dynamic updates, and geolocated content, attracting interest from both the public and private sectors.
