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From October 2025 to September 2026, the OOH advertising landscape for smartphones was heavily dominated by Samsung, which secured a leading position as the always-on leader with 99 out of the 141 total category placements. Apple followed as the secondary player with 30 placements, adopting a more selective, momentum-driven strategy focused on key months. While these two giants controlled the majority of the visibility across the 7 active brands, other players such as Vivo, Motorola, Huawei, Realme, and Xiaomi maintained a much smaller, tactical presence tailored strictly to specific momentum. This structural divide highlights Samsung's strategy of building continuity through a 12-month active presence, whereas Apple and the rest prioritized high-impact, tactical spikes.
The monthly ad volume data reveals a volatile landscape characterized by distinct seasonal and product launch spikes. October 2025 saw an initial surge of 19 placements, driven significantly by Apple strengthening its presence around the iPhone 17 Series launch. Following a massive drop to just 3 placements in December, the market rebounded in March 2026 with 17 placements as the broader launch season pushed category activity upward. The absolute peak for the industry occurred in June 2026 with 20 total placements, a competitive period where both Samsung and Apple were highly active simultaneously. Furthermore, Samsung demonstrated its immense scale in August 2026 by generating a solo peak of 15 placements in a single month to firmly anchor its market dominance.