McDonald’s Leads the Pack in Q1 OOH Advertising

Out-of-home (OOH) advertising has continued to thrive in 2024, with major brands leveraging the medium for impactful campaigns across roadside panels, transport hubs, and retail environments. According to WATCH, PML Group’s market intelligence platform, McDonald’s emerged as the biggest brand on OOH in Q1, making a bold statement with high-profile promotions and celebrity tie-ins.

McDonald’s: A Dominant Force on the Streets

With a commanding 2.5% share of all OOH display value, McDonald’s claimed the top spot among brands utilizing the medium. The fast-food giant strategically promoted a wide range of products, including:

• The Eurosaver menu, offering value meals to budget-conscious customers

• The McCrispy, showcasing innovation in its chicken lineup

• A strong breakfast push, tapping into the morning commuter market

• Creative tie-ins with cultural phenomena like the Minecraft movie and music star Stormzy, promoting a bespoke meal collaboration

These diverse efforts reflect McDonald’s ability to combine mass appeal with cultural relevance, a strategy that continues to drive engagement and visibility in public spaces.

Vodafone and Burger King: The Other Heavyweights

Following closely behind McDonald’s, Vodafone and Burger King completed the top three OOH advertisers for the quarter. Both brands maintained a strong presence with high-frequency campaigns, often appearing in premium roadside and transport formats.

Their consistency underscores how OOH remains a key channel for building brand awareness and reinforcing product messaging.

Diageo Remains the Top Advertiser at the Corporate Level

When analyzing OOH investment by advertiser (corporate parent) rather than individual brand, Diageo retained its top position. The beverage giant supported several brands in its portfolio, including:

• Carlsberg 0.0, tapping into the growing demand for alcohol-free options

• Smithwick’s, a staple Irish beer with strong heritage appeal

• A nationwide campaign for Rockshore, which launched in February through a League of Ireland partnership

Diageo’s continued commitment to OOH shows how the medium supports both brand building and seasonal initiatives.

Retail Sector Dominates OOH Spending

Retail was the most active category in OOH advertising during Q1 2024, with supermarkets driving over half the activity in this space. The highly competitive retail landscape makes OOH an essential touchpoint for reaching consumers at scale and at key decision-making moments—especially near point-of-purchase zones.

OOH provides the perfect platform for timely retail promotions, seasonal offers, and loyalty campaigns.

Automotive Brands Steer into the Spotlight

One of the standout trends of the quarter was the surge in automotive advertising, which grew by two-thirds compared to the previous period. Several major manufacturers increased their presence on the streets with striking creative campaigns, including:

• Opel Grandland

• Peugeot 5008

• Land Rover Defender

• Renault Symbioz

• Citroën

• Audi

• Toyota

The increase signals renewed momentum in the automotive sector, likely driven by new model launches, electric vehicle rollouts, and dealership incentives.

Category Growth: Confectionery, Telecoms, and Finance on the Rise

Beyond the heavyweights, several other sectors experienced notable growth in OOH spend:

• Confectionery & Snacking saw a 38% increase, boosted by brands like Cadbury capitalizing on impulse buys and on-the-go consumption.

• Telecoms jumped by 49%, with brands like Vodafone leading with visibility and market share messaging.

• Finance also rose by 38%, led by health insurers such as Irish Life Health, Vhi Healthcare, and Laya—all of which used OOH to promote policies during a competitive renewal period.

These increases reflect the medium's versatility and relevance across diverse consumer categories.

Roadside Panels Continue to Dominate Formats

In terms of format share, roadside panels remained the dominant force, accounting for over 60% of OOH display in Q1. These panels offer high visibility and frequent impressions, making them a cornerstone of most campaigns.

The remaining inventory was split between transport formats (19%) and retail environments (18%), both of which provide contextual relevance depending on campaign objectives—commuters in transit or shoppers near point of sale.

Final Thoughts: OOH Remains a Powerhouse in Brand Visibility

The first quarter of 2024 has reinforced the enduring strength of out-of-home advertising. With brands like McDonald’s setting the pace and sectors such as automotive, telecoms, and finance leaning in, it’s clear that OOH continues to be a critical channel for visibility, engagement, and influence.

As the year progresses, expect to see even more dynamic campaigns—from digital innovation to real-time messaging—that make OOH not just a traditional format, but a modern marketing essential.