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2016 MEGABRANDS TABLE OF CONTENTS I. OOH Industry Revenue Overview II. 2016 Top 100 OOH Advertisers III. 2016 Top 100 Overall Advertisers IV. 2016 Agency List - Top 100 OOH Advertisers V. 2016 Agency List - Top 100 Overall Advertisers VI. OOH Specialists Overview OOH INDUSTRY OVERVIEW Top 10 OOH Revenue Categories by Quarter and Full Year 2016 2016 January - March OOH Advertising Expenditures Ranked By Total Spending Category Growth Percentage Change Jan - Mar Percent of Jan - Mar Jan - Mar Jan - Mar 2016 Total 2015 16 vs '15 16 vs '15 Industry Categories ($m) Revenue Rank ($m) Rank ($m) (%) MISC SERVICES & AMUSEMENTS 371,048.5 22.7% 1 323,507.4 1 47,541.1 14.7% RETAIL 169,399.7 10.3% 2 166,977.1 2 2,422.6 1.5% MEDIA & ADVERTISING 145,368.2 8.9% 3 141,223.4 3 4,144.8 2.9% RESTAURANTS 131,352.8 8.0% 4 119,597.2 5 11,755.6 9.8% PUBLIC TRANSPORT, HOTELS & RESORTS 119,863.5 7.3% 5 122,605.5 4 -2,742.0 -2.2% FINANCIAL 92,810.3 5.7% 6 101,170.3 6 -8,360.0 -8.3% GOVERNMENT, POLITICS & ORGS 83,841.5 5.1% 7 85,984.3 7 -2,142.8 -2.5% INSURANCE & REAL ESTATE 80,349.9 4.9% 8 84,721.6 8 -4,371.7 -5.2% AUTOMOTIVE DEALERS & SERVICES 75,543.4 4.6% 9 69,950.1 10 5,593.3 8.0% COMMUNICATIONS 71,229.6 4.3% 10 80,952.6 9 -9,723.0 -12.0% Total Top Ten Categories 1,340,807.4 81.9% 1,296,689.5 44,117.9 Total 2016 January - March OOH Expenditures $1,637,779,793 Overall Percentage Change January - March '16 vs '15 3.3% Source: Kantar Media, OAAA - May 2016 Prepared by the Outdoor Advertising Association of America 2016 April - June OOH Advertising Expenditures Ranked By Total Spending Category Growth Percentage Change April - June Percent of April - June April - June April - June 2016 Total 2015 '16 vs '15 '16 vs '15 Industry Categories ($m) Revenue Rank ($m) Rank ($m) (%) MISC SERVICES & AMUSEMENTS $501,496.9 21.4% 1 $463,685.2 1 37,811.7 8.2% RETAIL $239,462.3 10.2% 2 $242,703.6 2 -3,241.3 -1.3% PUBLIC TRANS., HOTELS & RESORTS $184,858.4 7.9% 3 $174,699.3 4 10,159.1 5.8% RESTAURANTS $184,501.5 7.9% 4 $173,644.4 5 10,857.1 6.3% MEDIA & ADVERTISING $181,558.7 7.7% 5 $199,929.9 3 -18,371.2 -9.2% GOVERNMENT, POLITICS & ORGS $128,768.5 5.5% 6 $119,900.9 7 8,867.6 7.4% FINANCIAL $124,474.5 5.3% 7 $116,634.3 8 7,840.2 6.7% INSURANCE AND REAL ESTATE $120,037.2 5.1% 8 $122,835.4 6 -2,798.2 -2.3% AUTOMOTIVE DEALERS & SERVICES $108,440.7 4.6% 9 $97,065.3 10 11,375.4 11.7% COMMUNICATIONS $102,360.3 4.4% 10 $105,398.6 9 -3,038.3 -2.9% Total Top Ten Categories $1,875,959.0 79.9% $1,816,496.9 59,462.1 Total 2016 April - June OOH Expenditures $2,346,554,599 Overall Percentage Change April - June '16 vs '15 4.1% Source: Kantar Media, OAAA - August 2016 Prepared by the Outdoor Advertising Association of America 2016 July - September OOH Advertising Expenditures Ranked by Total Spending Category Growth Percentage Change July - September Percent of July - September July - September July - September 2016 Total 2015 16 vs '15 16 vs '15 Industry Categories ($m) Revenue Rank ($m) Rank ($m) (%) MISC SERVICES & AMUSEMENTS $383,795.1 22.0% 1 $345,744.4 1 38,050.7 11.0% RETAIL $175,086.9 10.0% 2 $174,825.2 3 261.7 0.1% MEDIA & ADVERTISING $162,929.9 9.3% 3 $174,275.6 2 -11,345.7 -6.5% RESTAURANTS $136,397.6 7.8% 4 $136,875.5 4 -477.9 -0.3% PUBLIC TRANS, HOTELS & RESORTS $121,395.1 6.9% 5 $116,177.3 5 5,217.8 4.5% GOVERNMENT, POLITICS & ORGS $100,766.2 5.8% 6 $91,447.8 7 9,318.4 10.2% FINANCIAL $90,724.4 5.2% 7 $93,338.7 6 -2,614.3 -2.8% INSURANCE & REAL ESTATE $87,433.1 5.0% 8 $83,751.0 9 3,682.1 4.4% AUTOMOTIVE DEALERS & SERVICES $80,755.0 4.6% 9 $77,884.4 10 2,870.6 3.7% COMMUNICATIONS $68,167.4 3.9% 10 $87,901.3 8 -19,733.9 -22.5% Total Top Ten Categories 1,407,450.7 80.5% 25,229.5 Total 2016 July - September OOH Expenditures $1,747,593,999 Overall Percentage Change July - September '16 vs '15 2.0% Source: Kantar Media, OAAA - November 2016 Prepared by the Outdoor Advertising Association of America 2016 October - December OOH Advertising Expenditures Ranked by Total Spending Category Growth Percentage Change Oct - Dec Percent of Oct - Dec Oct - Dec Oct - Dec 2016 Total 2015 '16 vs '15 '16 vs '15 Industry Categories (000) Revenue Rank (000) Rank (000) (%) MISC SERVICES & AMUSEMENTS $376,096.2 20.6% 1 $357,931.4 1 $18,164.8 5.1% RETAIL $218,460.0 12.0% 2 $219,557.9 2 -1,097.9 -0.5% MEDIA & ADVERTISING $170,870.7 9.4% 3 $141,127.8 3 29,742.9 21.1% RESTAURANTS $125,673.9 6.9% 4 $123,356.4 4 2,317.5 1.9% PUBLIC TRANS., HOTELS & RESORTS $122,896.3 6.7% 5 $123,002.9 5 -106.6 -0.1% FINANCIAL $111,300.9 5.2% 6 $93,899.6 8 17,401.3 18.5% INSURANCE & REAL ESTATE $94,419.9 6.1% 7 $112,145.3 6 -17,725.4 -15.8% GOVERNMENT, POLITICS & ORGS $92,950.1 5.1% 8 $90,413.8 9 2,536.3 2.8% AUTOMOTIVE DEALERS & SERVICES $76,928.2 4.2% 9 $74,604.8 11 2,323.4 3.1% COMMUNICATIONS $76,688.3 4.2% 10 $91,662.1 7 -14,973.8 -16.3% Total Top Ten Categories $1,468,300.5 80.4% $1,427,702.0 $38,582.5 Total 2016 October - December OOH Expenditures $1,824,504,877 Overall Percentage Change October - December '16 vs '15 2.7% Source: Kantar Media, OAAA - March 2017 Prepared by the Outdoor Advertising Association of America 2016 January - December OOH Advertising Expenditures Ranked By Total Spending Category Growth Percentage Change Jan -Dec Percent of Jan - Dec Jan - Dec Jan - Dec 2016 Total 2015 '16 vs '15 '16 vs '15 Industry Categories (000) Revenue Rank (000) Rank (000) (%) MISC SERVICES & AMUSEMENTS $1,626,771.7 21.5% 1 $1,490,349.4 1 136,422.3 9.2% RETAIL $802,313.3 10.6% 2 $805,393.0 2 -3,079.7 -0.4% MEDIA & ADVERTISING $658,279.5 8.7% 3 $656,589.7 3 1,689.8 0.3% RESTAURANTS $579,786.8 7.7% 4 $553,497.8 4 26,289.0 4.7% PUBLIC TRANS., HOTELS & RESORTS $548,413.7 7.3% 5 $534,195.9 5 14,217.8 2.7% FINANCIAL $428,900.0 5.7% 6 $406,363.5 6 22,536.5 5.5% GOVERNMENT, POLITICS & ORGS $401,896.2 5.3% 7 $387,334.8 8 14,561.4 3.8% INSURANCE & REAL ESTATE $387,418.9 5.1% 8 $403,999.7 7 -16,580.8 -4.1% AUTOMOTIVE DEALERS & SERVICES $340,456.9 4.5% 9 $318,678.1 10 21,778.8 6.8% COMMUNICATIONS $306,895.7 4.1% 10 $366,723.4 9 -59,827.7 -16.3% Total Top Ten Categories$ 6,083,149 80.5% $5,925,140.3 $158,007.4 Total 2016 January - December OOH Expenditures $7,556,433,268 Overall Percentage Change January - December '16 vs '15 3.1% Source: Kantar Media, OAAA - March 2017 Prepared by the Outdoor Advertising Association of America 2016 TOP 100 OOH ADVERTISERS Top 100 OOH Advertisers by 2016 Ad Spend 2016 MegaBrands Top 100 OOH Advertisers RANK ADVERTISER OOH SPENDING (000) 1 MCDONALDS RESTAURANT 76191.4 2 APPLE 69175.7 3 GEICO 56931.3 4 CHEVROLET 49813.7 5 VERIZON 44915.3 6 AMERICAN EXPRESS 33434.9 7 SPRINT 33224 8 ANHEUSER‐BUSCH 27824.1 9 COCA‐COLA 26149.4 10 HBO 25962.1 11 GOOGLE 25593.4 12 WARNER BROS PICTURES 25491.5 13 MICROSOFT 24551.5 14 M&MS 23875 15 CHASE 22937.2 16 METRO PCS 22096.9 17 UNIVERSAL PICTURES 21931.8 18 AMAZON 21404.6 19 AT&T 20650.2 20 COMCAST 20039 21 FOX 19851.5 22 PARAMOUNT PICTURES 19418.2 23 CITI 18698.8 24 20TH CENTURY FOX PICTURES 18347.4 25 WALT DISNEY PICTURES 17717.3 26 CRACKER BARREL OLD COUNTRY RESTAURANT 17700.9 27 MILLERCOORS 17631.8 28 NETFLIX 17627.9 29 MARRIOTT HOTEL/RESORT 17591.5 30 SAMSUNG 17574.3 31 CBS 16597.3 32 STATE FARM 16443.4 33 DISNEY 16430.7 34 FORD 16413.9 35 MAZDA 15969.8 36 FACEBOOK 15659.9 37 CHIPOTLE MEXICAN GRILL 15446.5 38 T‐MOBILE 14937.6 39 NBC 14910.6 40 HSBC 14040 41 LYFT 13811.3 42 PRUDENTIAL 13716.6 43 CHICK‐FIL‐A RESTAURANT 13691.3 44 ABC 13224.1 45 CHEVROLET DEALER ASSN 12342.8 46 UNITED AIRLINES 12063.5 47 PEPSI 11971.3 48 KROGER 11611.7 49 FX 11537.1 50 COX 11219.1 Source: Kantar Media Note: Kantar under reports total OOH industry ad spend by approx.
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    AGENCY FAMILY TREE 2018 KEY HOLDING COMPANY AGENCY NETWORK FULL SERVICE DIRECT & DIGITAL PUBLIC RELATIONS MEDIA PLANNING & BUYING PROMO & ACTIVATION BRANDING & DESIGN HEALTHCARE & MEDICAL OTHER WPP J. Walter Thompson Hill+Knowlton Strategies Grey Canada Young & Rubicam Group National Public Relations GroupM TenthAvenue Kantar Ogilvy Ogilvy Canada Hill+Knowlton Strategies Axon Communications London J. Walter Thompson Canada Tank Taxi M/Six Canada Bookmark Kantar TNS Canada Canada Toronto Global Employees: Ogilvy 205,000 JWT Inside GCI Canada Taxi 2 National Equicom Wavemaker Shopper2Buyer Kantar Millward Brown Commonhealth Revenue by Region: North America 25% JWT Intelligence SJR Canada Blast Radius Mindshare Canada John St. U.K. 21.4% Mirum Canada Wunderman Excelerator Media Geometry Western Europe 17.9% Other 35.7% Wunderman Data Management Xaxis Canada The & Partnership Wunderman Health MediaCom Canada Cohn & Wolfe Canada Catalyst Canada Omnicom Group OMG Worldwide BBDO Worldwide DDB Group Canada TBWA Worldwide DAS Group of Companies Touché BBDO Canada DDB Canada Juniper Park\TBWA Critical Mass New York OMD Canada Proximity Canada DDB Public Relations Tam-Tam\TBWA Ketchum Global Employees: 78,500 PHD Toronto Tribal Daggerwing Group Revenue by Region: Hearts & Science Track DDB FleishmanHillard Canada Red Urban Toronto North America 59.5% Europe 25.3% Alternator Twice High Road Communications Interbrand Canada Asia Pacific 10.6% Latin America 2.7% Accuen Kid Think Porter Novelli Canada GMR Marketing Canada Middle East and Africa 1.8% Highway Entertainment TracyLocke Canada MarketStar Canada Annalect Anderson DDB Health & Lifestyle IMS Canada Resolution Media CDM Montreal Interpublic Group Of Companies Huge FCB CMG McCann Worldgroup IPG Mediabrands New York / Global Employees: 49,800 FCB Golin McCann UM Revenue by Region: North America 59.7% Fuel Content Weber Shandwick MRM//McCann Initiative Asia Pacific 11.8% // Continental Europe 8.9% // U.K.
  • The Future of TV Advertising, a Beet.TV Leadership Forum & Series

    The Future of TV Advertising, a Beet.TV Leadership Forum & Series

    The Future of TV Advertising, A Beet.TV Leadership Forum & Series at Cannes Lions 2016 Presented by true[X], hosted by OMD Beet.TV forged an exclusive relationship with OMD and the Omnicom Group for an extraordinary activation at Cannes Lions. Beet.TV was hosted at the media agency’s beach-side pavillion called the OMD Oasis. From there, it organized a session a high-profile session and interviewed industry leaders from OMD, TBWA, DDB, USA Today, Washington Post, Turner, Fox, CNN and many others. The program was sponsored by true[X], a division of Fox Television. The sponsor was associated with the series by various means ranging from inclusion in the leadership session, company executive interviews, listings on all OMD promotional material, promotion via Beet and its social channels and association via pre- and post-roll, banners and retargeting. Moreover, the sponsor was recognized in all the posts. The 25-part series was widely syndicated and shared. Some of that syndication is reported in this document. Videos appeared on Beet.TV, Huffington Post, AOL and others. The videos also played on the Beet Twitter feed. The videos have been promoted via email blasts, banners, retargeting. The series has gotten some 60,000 video views and article pages have gotten some 200,000 views. Social interactions and marketing impact via retargeting have reached 400,000. Many of the videos continue to be viewed, with the sponsor’s logo in the post-roll. Here are the key elements: Landing Page: http://www.beet.tv/category/future-of-tv-advertising ​ ​