Cowboys, Culture, & Co-Working: All About Advertising in Dallas-Fort Worth

February 29, 2024

The Big D. DFW. The Metroplex. Triple D. Cowtown. These are some of nicknames you might have heard people use when referring to the cities of Dallas and Fort Worth. But none of these really express how amazing these two cities are, both brimming with culture, heritage, art, technology, and so much more. You might be surprised to find out that we don’t all wear cowboy hats “round here.” Although you might still see a few in the Fort Worth stockyards.

Dallas Cowboys themed Raising Cane's ad with Post Malone
Dallas-Fort Worth is on a huge growth trajectory, adding 170,396 new residents between 2021 and 2022 – more than any other U.S. metro. With a booming population currently over 7.9 million (SOURCE: U.S. Census Bureau, American Community Survey, 2022) and continued business expansions and relocations fueling the region’s growth, Dallas may be on track to overtake Chicago to become the third-most populous metro within the next ten years (SOURCE: Axios).  

Hourglass Cosmetics billboard in Dallas
While that might mean growing pains elsewhere, the great news is that Dallas has an excellent infrastructure to support this growth and the space to expand. More traffic on our highways means more impressions for OUTFRONT’s vast collection of out of home assets, which reach 96.7% of the DFW population each week (SOURCE: Geopath).

Choosing OUTFRONT as your media partner also gives advertisers access to exclusive media formats such as our Downtown Digital Network, consisting of 20 brightly-lit, building-mounted displays sprinkled throughout downtown. They are illuminated eighteen hours a day to reach consumers morning, noon, and night.

Feelgood Energy Drink metro light ad in Dallas
Also, our extensive Street Kiosk network lines major surface streets and gets you into premium lifestyle centers, where the culturally relevant congregate along the last mile of the path to purchase. These media deliver longer dwell times and repetitive messaging opportunities.

Chanel kiosk in Dallas
Advertising in Dallas-Fort Worth reaches a diverse array of audiences, creating a mosaic of interests and lifestyles that contribute to the region’s dynamic and inclusive character. Those audiences include:

  • Urban Professionals: DFW is a hub for business and commerce, home to numerous corporate headquarters, financial institutions, and technology companies. In fact, some have coined Dallas/Fort Worth “the Wall Street of the South” now that we’re the country’s second-largest hub for financial workers!
  • Cultural Enthusiasts: With a rich blend of attractions including world-class museums, theaters, and galleries, DFW appeals to those with a passion for culture and the arts.
  • Sports Fanatics: Dallas-Fort Worth is home to professional sports teams in every major league, including the Cowboys, Mavericks, Stars, FC Dallas, and Texas Rangers.
Dallas Stars digital kiosk 
  • Families: The suburbs surrounding Dallas-Fort Worth are family-friendly communities with excellent school districts, parks, and recreational facilities. The region is an attractive destination for those seeking a safe, wholesome environment in which to raise children.
  • Foodies: DFW boasts a diverse and thriving culinary scene reflecting a mix of Texan, Southern, and international influences. From barbecue joints and food trucks to upscale dining establishments, the area attracts those eager to explore a wide range of flavors and culinary experiences. You might even catch the “Salt Bae” at his steakhouse downtown.
  • Tech and Innovation Enthusiasts: DFW is a magnet for individuals passionate about innovation and entrepreneurship. The area hosts numerous tech conferences, startup incubators, and co-working spaces, providing a supportive ecosystem for those looking to make their mark in the tech industry. It probably doesn’t hurt that billionaire businessman Mark Cuban is a local.

Brex kiosk in Dallas
Within Dallas/Fort Worth, OUTFRONT offers some of the largest canvases to reach these audiences. These include our nineteen Wallscapes throughout Downtown and at trendy lifestyle centers. We have nearly 700 static Bulletins to choose from and 66 Digital Bulletins for when you want to deliver your message in a timely, contextually relevant way. These screens can be purchased through traditional channels, programmatically, or through our Digital Direct Ad Server (DDA).  No campaign would be complete without layering mobile advertising, with a great suite of analytics to help measure the effectiveness of your campaign.

Bo Nix wallscape in Dallas
I guess the old saying really does ring true: Everything is Bigger in Texas! And if you want your brand to be bigger in Texas – we’d love to help. Contact us now!

Author: Michelle Charalambopoulos, Marketing Manager @ OUTFRONT
Photographers: Patti Rodriguez-Mayo & Tyler Smith

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