Top OOH Spenders By DMA: Atlanta
GeekOUT Fast Fact Friday
For today’s Fast Fact Friday, we want to continue our series examining the top OOH spenders in DMAs across the country. As mentioned in our previous Fast Fact Friday, the Geopath team recently compiled two new OOH spending reports sourced from Kantar, covering second quarter spending, as well as a report covering spend from January-June. Both reports are available to our members via the GeekOUT Library.
With this new data, we want to not only highlight what advertisers and industries are spending within the market, but also take a look at any changes from the first to second quarter.
Last week we covered the Tampa-St. Petersburg market, so for today, let’s travel up the east coast into Georgia, and look at the tenth largest DMA in the country; Atlanta.
From January until the end of March, the top spenders in ATL were predominantly from the media, financial, and government sectors. However, with the onset of travel restrictions and other COVID-19 implications, OOH spending in the second quarter slightly changed.
Although some of the top OOH advertisers from the first quarter are still spending, there have been changes in their order, and additions with new brands or organizations emerging on the list of top spenders. See below for the top ten spenders in the DMA for the months of April through June for the Atlanta DMA.
During the second quarter, some significant changes and additions occurred to the top ten OOH spender list. Governmental organizations such as the Georgia State Lottery continued to spend into quarter two and moved up two places, while the Georgia Department of Behavioral Health and Developmental Disabilities moved onto the list as a new addition, all the way to the third spot!
One of the surprises from the second quarter list is that the Georgia Department of Public Health moved out of the top ten OOH spenders. Given the current situation of COVID-19, we have noticed that departments of public health for many states have appeared in the top ten lists for OOH spenders in many markets, using outdoor to amplify their message.
Lastly, it also seems the financial sector spent much more in OOH during the second quarter, represented by American Express, Adyen, Nerdwallet, and Ameris Bank. Ameris Bank and Nerdwallet both were new additions to the list. However, the financial sector also lost representation as well, with one financial institution fell off the list between quarters. Invesco went from holding the third position to falling from the list, making the largest change seen between both quarters.
With the end of Q3 approaching in a couple weeks, it will be very interesting to see which of these companies will maintain their top spots! As we continue our Fast Fact series analyzing the top spenders in each market, make sure to check back here, as we will be sure to keep everyone updated.
To access the OOH spending reports for your market, or any additional research resources, members can access the GeekOUT Library by using their current Geopath credentials.
If you have any questions pertaining to OOH measurement or research, please feel free to reach out to your friends at Geopath via [email protected]