OOH Advertising Soars: Growth and Key Brands

Strong Growth Continues for OOH

The Outdoor advertising sector is thriving in 2024, with the latest figures from the OMA (Outdoor Media Association) showing a more than 25% increase compared to 2023. PML Group’s WATCH H1 2024 Market report predicts this growth trajectory to continue, with the market value by the end of June nearing +30% compared to the same period in 2023.

Significant Growth Across Top Categories

According to WATCH, fifteen of the top twenty categories in Out-of-home (OOH) advertising have shown growth in 2024, with Retail leading the way. Retail advertisers, including supermarkets such as Dunnes Stores and Lidl, have invested 33% more in OOH in the first half of this year. The Media category, with advertisers such as Disney+, RTÉ, and Sky, has more than doubled its OOH investment and is now the second largest category on the medium. Among the top ten categories, only Beers (-19%) and QSRs (-3%) have decreased in display value year on year.

Top Brands in OOH Advertising

The WATCH figures, compiled from PML Group’s comprehensive market monitoring, reveal that McDonald’s, Cadbury, and Vodafone are the three leading brands in OOH so far this year, followed by Lidl, Sky, and Tesco. The top ten is completed by National Lottery, eir, IKEA, and Disney+.

Diageo remains the largest overall advertiser in the medium, with brands Guinness and Guinness 0.0 its two biggest on the channel in 2024 to date. Unilever’s display value has increased by more than 150%, placing them in second place on the advertiser list, with Lynx and HB among its active brands. The top ten advertisers have averaged a display value increase of +68% in the first half of this year.

Digital OOH's Growing Influence

Digital Out-of-home (DOOH) accounted for 38% of display value from January to June, with Classic formats taking 62% of advertisers' investment. This demonstrates the enduring power of mixed formats, delivering the greatest return on investment.

Investment in Roadside Formats

60% of investment in the first half of the year was on roadside formats, compared to around 20% on both retail and transport environments.

Benefits of Outdoor Advertising Campaigns

Outdoor advertising, including billboards, offers unmatched visibility and allows brands to reach a broad and diverse audience. Outdoor advertising companies continue to lead the market by leveraging both classic formats and DOOH. These campaigns not only enhance brand awareness but also provide a high return on investment.

Notable Examples

• McDonald’s and Cadbury have positioned themselves as leaders in outdoor advertising, demonstrating the positive impact of these strategies.
• The significant increase in Unilever’s investment and its success in the medium shows the effectiveness of OOH campaigns.

For any company looking to maximize visibility and connect with the public, investing in billboards and other forms of outdoor advertising is a smart decision. Outdoor advertising companies offer innovative and effective solutions to achieve these goals. So, if you’re searching for "advertising companies near me," consider outdoor advertising for your next campaign.