OAAA Report Highlights FMCG Brands Driving Growth in Out-of-Home Advertising
Consumer giants Coca-Cola and McDonald’s have emerged as key drivers behind the surge in out-of-home (OOH) advertising, according to the 2024 OAAA (Out of Home Advertising Association of America) MegaBrands report.
Drawing on data from COMvergence and Kantar, the report spotlights the top 100 advertisers in OOH media based on 2023 ad spend and uncovers a wider trend: leading FMCG and QSR brands are increasingly investing in OOH channels to maximize consumer engagement at scale.
Coca-Cola and McDonald’s Among Top Five MegaBrands
Coca-Cola and McDonald’s secured spots in the top five OOH advertisers in 2023, alongside Apple, Amazon, and HBO. Coca-Cola saw a 72% year-over-year increase in OOH investment, while McDonald’s boosted its spend by 48%—figures that underscore the growing reliance on OOH to build brand visibility and reach on-the-go consumers.
FMCG Brands Embrace OOH for Sustained Visibility
Other top 10 brands included Panera, Starbucks, Netflix, American Express, and T-Mobile, further highlighting OOH’s cross-sector appeal. Notably, 55% of the top 100 OOH advertisers increased their spend compared to 2022. FMCG players such as The Hershey Company, Diageo, Unilever, and AB InBev are among those making aggressive pushes to capitalize on OOH’s broad reach and contextual relevance.
The OAAA noted that OOH offers a “halo effect,” improving performance across other media channels, particularly digital. This is especially valuable for FMCG marketers seeking to reinforce brand recognition and drive impulse purchases in physical and retail spaces.
Strategic Shifts Reflect Media Realignment
The report suggests that brands are rebalancing media portfolios, shifting some investment from saturated digital channels toward more high-impact options. This realignment is creating renewed momentum for OOH, particularly among brands targeting millennial and Gen Z consumers who are increasingly difficult to reach through traditional TV and digital platforms.
OOH’s Role in 360° Campaigns Expands
Overall, the data