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Sales Tip

Published on April 10th, 2019 | by Steve Nicklin

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Sales Tip: MegaBrands 2018 – Top Advertiser Insights

Steve Nicklin Vice President of Marketing, OAAA


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MegaBrands is a comprehensive review of the largest national advertisers, and the 2018 version is now available. The report reviews the top 100 OOH advertisers and top 100 total media advertisers, along with their ad spend by medium, and ad agency relationships.

The report is divided into six sections:

  • 2018 OOH Industry Revenue Overview
  • 2018 Top 100 OOH Advertisers
  • 2018 Top 100 Overall Advertisers
  • 2018 Agency List – Top 100 OOH Advertisers
  • 2018 Agency List – Top 100 Overall Advertisers
  • OOH Specialist and Agency Overview – including agency family associations

Of the top 100 OOH advertisers in 2018, 54 had increases in OOH spend greater than the industry growth of 4.5 percent. Ranked in order of OOH spending, the top 20 advertisers in 2018 were:

  • Apple
  • McDonald’s
  • Geico
  • Netflix
  • Google
  • American Express
  • Metro By T-Mobile
  • Amazon
  • M&Ms
  • Chevrolet
  • Facebook
  • Universal Pictures
  • Coca-Cola
  • AT&T
  • Comcast
  • MillerCoors
  • HBO
  • Disney
  • Anheuser-Busch
  • Sprint

Apple and McDonald’s retained the top two positions for the sixth consecutive year, but Apple displaced McDonald’s as the number one OOH advertiser for the first time since 1999.

Of the top 100 OOH advertisers in 2018, one-quarter were from the technology sector, and thirteen advertisers more than doubled their OOH investment in 2018. This list included Allstate, Crown Imports, Diageo, Facebook, HCA Inc., JP Morgan, Oculus, Pepsi, Pfizer, State Street Global Advisors, Uber, US Army National Guard, and Warner Bros.

One-fifth of the companies appearing in the 2018 top 100 were not in the 2017 list including: Allstate, Crown Imports, Diageo, DirecTV, Facebook, HCA Inc., Hilton, Jet.com, Live Nation, Nintendo, Oculus, Pfizer, P&G, Salesforce, Showtime, State Street Global Advisors, Uber, US Army National Guard, Warner Bros, and YouTube.

Source: OAAA, Kantar Media, Winmo



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