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OOH maintains a strong 7% growth even though budgets may appear migrating to digital. So, which brands are shifting to OOH and why? Our second instalment of the Top OOH Categories analysis delves into the media goals and OOH strategies of the fastest growing advertisers within the medium.

Tech & online

Somewhat ironically, tech and online brands are the fastest growing category in terms of OOH ad spend. These brands are increasingly turning OOH to build brand fame and fast awareness among mass audiences. In addition, with the growing proliferation of purely online brands and those transitioning to online, we anticipate this category to become a top OOH spender in the future. 

Convergence of the real and the virtual

Tech and online brands are turning to OOH because it is the only medium that allows them to cross the digital divide and connect with their customers in the physical world. As OOH is present in all urban environments, digital advertisers can reach their audiences throughout the day, not only when they are online. The daily reminder acts as a powerful sign-post as people are seeking information on a product or looking for inspiration.

OOH drives mobile

Tech companies are realising the close relationship between OOH and mobile, and therefore the strong commercial advantages it brings. As people spend a greater proportion of their time out of home, their mobile is becoming their preferred device for searching and shopping online. Studies show that OOH is one of the strongest channels to drive online search. New developments in digital OOH (DOOH) further open new opportunities strategically integrated digital and OOH campaigns, including direct e-commerce from OOH sites.
Top product categories in OOH: Trends among the Fastest Growers, Uber, Dubai Airport
Uber welcomes travellers at Dubai airport with contextual messaging, JCDecaux Middle East, 2016

Tourism and Hospitality

The travel sector has grown steadily over the past few years, remaining resilient in the face of global economic setbacks.  The industry is expanding with new operators across different travel categories seeking to capitalise on the growing market for more personalised and unique experiences. Both Tourism and OOH sectors are transforming together in their abilities to customise, be agile and innovative.

Building awareness and trust

In the increasingly saturated market, travel brands rely on OOH to achieve fast mass reach and frequency which builds familiarity and trust. By ensuring daily reach, OOH effectively builds brand awareness and differentiation for new brands and maintains a dominant position of the established ones. 

Competition among countries

In the world of tourism, competition is tough not only among travel brands but also among countries. With growing globalisation, tourism is a key source of income for many national economies, and tourism boards are playing a key role in generating revenue. These national brands rely on OOH to quickly deliver targeted, cyclical reminders at times when people’s thoughts turn to holidays. They make the most of OOH immersive environments and receptive audiences to create real-life travel experiences.

Flexibility and personalisation

Travellers increasingly seek flexibility and customised experiences, which means that providers must be agile and inventive and respond quickly to the changing needs of consumers. Travel advertisers are making the most of different OOH formats and networks; from large formats that create brand fame, to street furniture that delivers daily messages in the most appropriate locations, to personalised and data-led DOOH campaigns. Different OOH formats provide Tourism with powerful, trust-building messaging within an agile and responsive delivery. 


Our category analytics shows Restaurants as one of the fastest growers in OOH ad spend. The growing trend in eating out means that there is a readily available market where expectations are as high as the competition. But one of the biggest challenges is to establish and maintain a high profile while differentiating themselves in a saturated market.
Restaurants are increasingly turning to OOH for its mass communication and the ability to achieve market cut-through and maintain brand awareness. We can see an especially strong affiliation between fast-food restaurants and OOH.

Fast reach for fast offers

Restaurants need to communicate menu innovations and seasonal specials to attract both new and lapsed customers, and they need to do so fast and on a mass scale. The nature of OOH means it delivers quick cover build with high frequency, which is perfect for promoting new lines and seasonal offers.

Proximity placement for strategic communication

A widespread urban presence of OOH allows restaurants to make use of proximity locations, driving consumers directly to store. Brands use OOH to reach passing consumers at times when food is on their minds, and push the brand to the forefront of consideration. It also drives impulse visits, increasing footfall and spontaneous purchasing. New developments in DOOH such as Dynamic content, provides even more tempting messaging through targeted, contextual campaigns.
Top product categories: Fastest Growers - McDonald's uses proximity networks, JCDecaux Ireland
McDonald’s uses proximity network to direct consumers to the nearest store, JCDecaux Ireland, 2016