Blue-Chip Brands Spend Big in OOH
When the Out of Home Advertising Association of America (OAAA) released its annual MegaBrands report, Apple was again the top spender for 2024 in the OOH channel at $68.3 million. McDonald’s, Amazon, Coca-Cola, and Verizon were the others, proving that blue-chip brands continue to invest heavily in OOH for its powerful reach, location, and immediacy with consumers. For example, 60% of the top 100 advertisers increased their OOH spend year-over-year, while 13 brands saw their investments more than double, including digital-first and DTC brands like Stripe and Old Navy.
Anna Bager, President & CEO, the OAAA, sat down with StreetFight to give more perspective on the findings.
How specifically are these big brands like Amazon and Apple helping DOOH evolve? What are they doing in the channel that is innovative?
Brands like Amazon, Verizon, and Coca-Cola play a major role in advancing DOOH by embracing the full capabilities of the channel, especially when it comes to online activation. As mobile continues to dominate, accounting for roughly 70% of all ad spend, DOOH’s ability to drive seamless, real-world to digital engagement is one of its most compelling value propositions.
These blue-chip brands are leading the way by using programmatic technology, real-time data, and dynamic creative to deliver campaigns that are not only hyper-targeted, but also actionable and timely. Amazon, for example, is a clear leader in this space, using data-driven insights to tailor messaging based on audience behavior, location, and context creating highly relevant experiences that connect to online behavior and drive results.
And while Apple’s DOOH spend accounts for just 6% of their total OOH investment, the creative standard they bring is unmatched. Their campaigns consistently raise the bar, proving that bold, design-forward executions can break through and spark meaningful connections in the physical world.
How much did Apple, McDonald’s, Amazon, Coca-Cola, and Verizon spend in OOH in 2023? Are the 2024 spends significantly increased?
In 2023, these five blue-chip brands were already major players in OOH. Apple led the way with close to $82 million in spend. McDonald’s came in strong at just under $64 million, followed by Coca-Cola at $46.9 million, Amazon at $40.2 million, and Verizon at $32.4 million. In 2024, most of them kept up or increased their investment. Apple stayed on top at $68.3 million, McDonald’s followed at $61 million, and Amazon bumped their spending up to $55.1 million. Even though Apple’s total was slightly down year-over-year, the broader trend is clear: these brands see OOH as essential.
Why do you think legal services are an up-and-coming spender in OOH?
Actually, legal services have been a powerhouse in OOH for quite some time. The sector has ranked in the top two spending categories for the past four years and held the number one spot for the last two. It’s also been in the top eight for over a decade, which shows just how much this industry understands the value of the medium. Law firms know that building local trust and name recognition is critical, and OOH delivers that better than just about any other channel. Whether it’s a billboard on a busy highway or a transit ad in the heart of a city, OOH helps them stay top of mind at exactly the right time. The fact that we saw a 16% increase in OOH spend from this category in 2024 alone reinforces what we’ve known: legal services invest in what works, and OOH works.
60% of advertisers increased their spend in the channel in 2024. Why do you think that is? Is measurement of it getting more sophisticated?
Yes, and it comes down to two things: performance and proof. OOH has always been powerful regarding reach and impact, but the ability to measure it has caught up. With digital screens and programmatic capabilities, brands can reach the right audience and track how their campaigns drive things like foot traffic, website visits, and even conversions. That kind of data is a game-changer. So, when 60% of the Top 100 OOH advertisers increased their OOH spend in 2024, it wasn’t just an aberration. It proves they’re seeing real returns, and they can back it up with numbers.
Brands with the largest YoY increases are notably in the DTC category. Wouldn’t they be better served by online advertising? What does the OOH channel do for them?
While DTC brands rely heavily on online advertising, OOH provides these brands with a unique advantage that online advertising simply can’t offer. OOH helps DTC brands extend their reach beyond the digital space and engage consumers in physical locations, essential for building brand awareness in the real world. By using OOH, DTC brands can create a broader, more integrated marketing strategy that combines the immediacy of digital with the high-impact visibility of physical advertising. It’s especially effective in high-traffic areas where brands can make a lasting impression and encourage real-world engagement. OOH also provides valuable opportunities for brand consistency across multiple channels.
Is 2025 spending on track to surpass that of OOH spending in 2024?
We’re feeling optimistic about 2025 and are building on the momentum achieved in 2024. The appetite for OOH, especially DOOH, continues to grow. Brands experience how flexible, creative, and targeted the medium can be and are making bigger bets on it—the growth in programmatic, better attribution tools, and stronger creative work fuels that. So yes, I think we’re well on track to surpass 2024 spending.
Which are the biggest brands spending in the channel so far this year?
As of 2025, the biggest brands spending in the OOH space remain some of the usual top players: Apple, McDonald’s, Amazon, Coca-Cola, and Verizon. These blue-chip brands continue to lead the way in OOH advertising due to their strong understanding of the channel’s power to reach broad and diverse audiences, and drive online activation.
