Last year, among 17 key luxury brands, OOH luxury ad spend generated a record high since 2019. This year also looks strong compared to the most recent five years, with the YTD number already surpassing all except 2022 and 2023 YE totals.
Vivvix ad spend analysis shows dramatic OOH growth in luxury brand spend with it doubling between 2019 and 2023. These 17 luxury apparel brands were included in the analysis (ranked in order of OOH spend): Chanel, Gucci, Ralph Lauren, Hermes, Christian Dior, Tiffany, Cartier, Louis Vuitton, Prada, Van Cleef & Arpels, Celine, Saint Laurent, Balenciaga, Dolce & Gabbana, Fendi, Armani, and Coach.
The below graph shows the ad spend among top luxury brands between 2019 and 2024.
Examining OOH ad spend by individual advertisers, the chart below details how these top 17 brands invested in OOH by year 2019 – YTD 2024 (January – August).
An analysis of Vivvix data detailing media share underscores the importance of OOH with this category, as OOH share of spend increased a point from the prior year to 7%.
OOH’s success in this category is supported by OAAA and The Harris Poll’s consumer research which found luxury apparel ads reached almost half of US adults (47%), with even higher rates among Millennials (59%), Gen Z (64%), and urban residents in cities of one million plus (61%).
Even more impressively, almost nine-in-ten (86%) luxury OOH ad viewers took an action as a result of the ad exposure. The chart below details the many consumer actions OOH ads generated, with the most popular being visitation of a luxury brand’s website (49%).
Source: OAAA, The Harris Poll, Vivvix/MediaRadar