OOH Ad Demand Surges, Especially Among National Advertisers

by Joe Mandese , March 11, 2024

Out-of-home ad spending continued its post-pandemic surge in the fourth quarter of 2023, rising 27% over the same quarter in 2022, according to new estimates from Guideline. National ad spending expanding at more than twice the rate of local -- 50% vs. 24% -- while live events experienced the greatest overall growth of any out-of-home media format -- +181%.

Cinema (+57%) an street furniture/retail (+54%) also outpaced overall out-of-home ad spending growth.

Among key advertising categories, apparel/accessories demonstrated the greatest out-of-home ad spending demand -- +66%. Within that category, athletic apparel/footwear surged 224%, while jewelry/watches jumped 159% and fashion accessories were up 64%.

On the downside, restaurant spending crashed, declining 17%, including a 20% decline among quick serve restaurant chains.

3 comments about "OOH Ad Demand Surges, Especially Among National Advertisers".

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Ed Papazian from Media Dynamics Inc, March 11, 2024 at 11:53 a.m.
Joe, as I'm sure you noted, they don't show the actual ad spend projections, just the percent change. So "national OOH spend" is surging--going from what to what?, one might ask. In my long experience,things that are very small almost always show the largest percent change--in one direction or the other. Could that be true in this case?
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John Grono from GAP Research, March 11, 2024 at 4:31 p.m.

Good point Ed.

I remember when Mum & Dad increased my pocket-money from 50c to $1.00. I was rapt in my 100% increase!

Joe Mandese from MediaPost Inc., March 11, 2024 at 5:41 p.m.

@John Grono and Ed Papazian: Guideline did not release totals, but based on other sources (GroupM for quick reference), out-of-home's baseline is a little more than John's allowance: $35 billion worldwide and $8 billion in the U.S.