The Value of Out of Home Advertising (OOH)

Taken from the Out of Home Advertising Association of America OOH Value Guide

• Over the past decade, OOH has been the second fastest-growing ad medium in the US, and it’s projected for double-digit growth in 2022. Only digital advertising has grown faster, and OOH is consistently the fastest growing traditional medium.

• Top OOH spenders include tech brands like Amazon, Apple, Facebook, Google, and Netflix.

• Consumer notice of OOH advertising has grown almost 50% compared to pre-pandemic rates of notice.

• OOH viewers are younger and more affluent than the general US population. The highest indexing OOH demographic is adults ages 16 – 34, a challenging segment for traditional media to reach. Among Gen Z and Millennials, 67% report recently seeing OOH ads reposted as social media.

• OOH delivers superior ROI. For every $1 spent on OOH approximately $5.97 in sales is generated, outperforming digital display, print and radio. Plus, OOH increases the ROI of search by 40% when added to a media plan. Modeling research recommends OOH media plan share at 9%-17%. Unless brands are utilizing OOH at these levels, their media plans are likely not optimized.

• OOH is more effective in driving consumer traffic to stores than mobile, or mobile plus desktop media.

• OOH drives more online activity per ad dollar spent than TV, radio, print, and banner ads. OOH generates over 3 times the level of expected online activation based on share of ad spend.

• Two-thirds of OOH viewers, ages 16+, were prompted by an OOH ad to engage in an action on their smartphone, and 43% used their smartphone to search for a brand advertised in OOH media.

Sources: MAGNA, Harris Poll, OAAA, Benchmarketing, Nielsen, Cuebiq