The five largest OOH advertisers in 2020 were McDonald’s, Apple, Geico, Amazon, and HBO, according to OAAA and Kantar. The top 20 OOH advertisers collectively spent $510.7 million in 2020. The industries that spent the most on OOH ads in Q1 2021 were miscellaneous local services and amusements, retail, and restaurants, according to OAAA and Kantar estimates.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

Digital commerce platforms help merchants of all sizes sell online, making them an increasingly big factor in ecommerce payments. This creates new opportunities for processors, gateways, and other payments stakeholders to reach merchants—but also complicates their relationship.