Out-of-Home Advertising Essentially Recovers, Approaches Previous Record

U.S. out-of-home ad spending totaled $2.62 billion in the second quarter, approaching the record $2.69 billion it set in the same quarter in 2019, and essentially recovering from the ad recession that began in the second quarter of 2020 caused by the COVID-19 pandemic, according to estimates released this morning by the Out-of-Home Advertising Association of America (OAAA).

"This is a watershed moment," OAAA CEO Anna Bager said in a statement, asserting "we are in a good position to continue this momentum, despite any economic headwinds.”

Total out-of-home ad spending during the quarter rose 29% over the same quarter last year, and growth was led by double-digit gains from eight of the medium's top-ten advertising categories, especially public transportation, hotels and resorts, which surged 56% vs. the same quarter last year.

Digital out-of-home continued to outpace the overall medium's growth, rising 37% in the quarter, although static billboard and street furniture also grew at double-digit increases.
"Transit and place-based categories rose triple digits reflecting a strong pandemic recovery," the OAAA said.
Ranked in order of spending, the top 10 out-of-home advertisers in the second quarter were McDonald’s, Apple, Geico, Universal Pictures, Anheuser-Busch, American Express, Amazon, HBO, Dunkin', and T-Mobile.



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