Benefits of Out of Home Advertising

Source: OAAA

Out of home advertising (“OOH”) is the fastest growing traditional media in America – more than TV, radio, and print. OOH thrives because OOH is anything but traditional. Fueled by unrivaled vision and creativity, OOH advertising will always deliver innovative ways to help advertisers take their message further.

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Source: OAAA

OOH Advertising is Real
Embracing Change
Why OOH is a Core Media Buy
What OOH Stands For
OOH By the Numbers
Mobile Activation
OOH Reaches Consumers In Active Purchase Mode
OOH Outperforms in the Half-Hour Before Purchase
Consumer Time With OOH
Nielsen OOH Advertising Study - Highlights
Major Media CPM Comparison
OOH Produces Some of the Highest ROI's
Positive Emotions and Reach by Medium
OOH Positive Associations
OOH Brand Affinity
Number of Out of Home Displays
Top 10 OOH Advertisers

Out of Home Advertising is:

Real and Powerful

In a world of clicks, likes and page views, out of home advertising (“OOH”) is more of a core media buy than ever before. OOH is the real thing. It can't be blocked, skipped or viewed by bots. OOH is always on, surrounding and immersing audiences with real, powerful, advertising, wherever consumers live, work, travel, shop and play.

Real and Creative

OOH advertising offers big, bold, powerful storytelling, and a range of formats and unique locations that deliver larger-than-life impact. New mobile, wireless, and digital OOH technologies offer creative and innovative ways to interact and transact with consumers.

Real and Relevant

OOH advertising delivers the right message, at the right time and place, to the right audience. It offers highly targeted and contextually relevant advertising based on location, demographics, consumer behavior, and even day-part.

Real and Connected

OOH uses leading-edge technology to strengthen bonds between brands and consumers, to improve targeting and ROI analysis, and to stay ahead of where consumers are heading. With connected networks and platforms, OOH advertising is a fully integrated partner in the media planning and buying ecosystem.

Real and Effective

OOH advertising drives awareness and brand affinity. It’s also a proven media amplifier, because it extends reach and frequency in integrated campaigns and is the most efficient driver of mobile, social, and digital engagement.

Embracing Change

OOH advertising today is a diverse mix of billboards, street furniture, transit, and place-based media. The medium has evolved from paper posters and hand-painted signs, to vinyl and digital billboards, to place-based displays and emerging technologies like geofencing and wireless beacons. Over the years, the only constant has been change. OOH works because OOH as an industry has always embraced change – evolving, transforming, and sometimes even disrupting, in order to stay relevant in today’s digital landscape

Why OOH is a Core Media Buy

CREATIVE: Big, bold, immersive storytelling that only OOH can deliver.

RELEVANT: Audience + Location + Data means OOH is always on target.

INNOVATIVE: Practical innovations that all advertisers, big and small, can implement and scale.

INTEGRATED: OOH amplifies other media in an integrated.

EFFECTIVE: OOH is the second fastest-growing ad medium for a reason. It delivers huge reach with superior ROI, while complementing digital impressions in the real world, closest to the point of sale.

What OOH Stands For

Creatively impactful

Big, bold, beautiful creative
Larger-than-life storytelling
Wide range of sizes, shapes, and formats

Contextually relevant

Right message, right audience, right time, right place
Can target by location, demographic, day-part, behavior
Unparalleled place-based engagement

Media amplifier

Dramatically extends reach and frequency
Most effective driver of mobile, social, and digital
Mass reach and viral potential make campaigns bigger

Ubiquitous

Real-life impact in a digital world
Always on
Can’t be blocked, skipped, or viewed by bots

Connected

Wireless, beacons, augmented reality, and other tech connect and engage
Connected digital networks and buying platforms
Full partner in integrated media planning

Data-driven

Geo-location, audience measurement, and advanced data analytics for better targeting, insights, and ROI

Accountable

Customer-focused and results-driven

Innovative

Forward-thinking, digitally native, media fluent

OOH By The Numbers

Record levels of consumer miles driven and passenger miles flown have helped make OOH the second fastest-growing ad media in the U.S. Only digital advertising has grown faster.
Consumers 18-64 spend more time with OOH than any other ad media except for television.
Though consumers spend 70% of their waking hours away from home, on average, only 5% of ad budgets are spent on OOH.
OOH is a highly effective local media. About 7 out of 10 OOH ads promote local businesses.
There are currently 6,700 digital billboards in the U.S., a 109% growth rate since 2012.
OOH delivers superior ROI. For every $1 spent on OOH approximately $2.80 in sales is generated, compared to $2.43 for TV and $2.41 for print.
OOH drives more online activity per ad dollar spent than any other traditional media. OOH is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving consumers online.
85% of all consumers believe OOH is useful, 83% believe it is informative, and 82% say it creates jobs and stimulates the economy.

Impact of OOH Advertising - Mobile Activation

Actions taken by the consumer after viewing any OOH media in the past year:

Used online search to look up information about the advertiser	35%
Accessed a coupon or discount code	22%
Visited an advertiser's site	22%
Downloaded or used an app shown in the ad	15%
Snapped a photo of an ad	14%

Source: Nielsen 2016; Base: Adults 16+

OOH Reaches Consumers When They Are In Active Purchase Mode

Among consumers who viewed any OOH ad in the past month:

39%	noticed DIRECTIONAL OOH ads
21%	visited RESTAURANT advertised
19%	visited STORE advertised
9%	ATTENDED event advertised
8%	CALLED a phone number

Source: Nielsen

OOH Outperforms Traditional Media in Reaching Consumers in the Half-Hour Before Purchase Activities

Exposure by medium during path to purchase activities:

Source: USA Touchpoints and RealityMine; Base: Adults 18-64

Consumers Spend More Time With OOH Than Any Medium Except TV

Source: USA Touchpoints and RealityMine; Base: Adults 18-64

Nielsen OOH Advertising Study - Highlights

Reach:
91% of U.S. residents age 16 or older who have traveled in a vehicle in the past month, noticed some form of OOH, and 79% have noticed OOH in the past week

Engagement:
82% of billboard viewers make a point to look at the advertising message at least some of the time; over one-third look at the billboard ad each time or almost each time they noticed one.

Source: Nielsen 2016; Base Adults 16+

Major Media CPM Comparison

Source: Peter J. Solomon Company. Estimates as of June 2015. Median values represented within each bar.

OOH Produces Some of the Highest ROI's in Advertising

Source: Brandscience

Positive Emotions and Reach by Medium

Consumers report positive emotions in the same half-hour as 49% of OOH exposures.

Source: USA Touchpoints, 2014.1

OOH Creates Positive Associations With Consumers

Most MEMORABLE Advertising	Most TRUSTWORTHY Advertising
TV - 46%	TV - 28%
Out of Home - 34%	Out of Home - 24%
Print - 7%	Print - 22%
Online - 4%	Online - 3%

Source: FEPE, Future Foundation

OOH Builds Brand Affinity at Levels Equal to TV

Source: Binet & Field

Number of Out of Home Displays

Billboards	Street Furniture	Transit	Alternative
Bulletins 158,868	Bus Shelters 49,082	Airports 68,560	Arena & Stadiums 1,352
Digital Billboards 6,700	Urban Furniture Bus Benches Newsracks Newstands Phone Kiosks	Buses 205,426	Cinema 34,350
Posters 165,606 faces	Digital Urban Furniture 699	Subway & Rail 184,078 faces	Digital Place-Based/Video 1,25 million screens
Junior Posters 33,336 faces		Mobile Billboards 1,200	Interior Place-Based Convenience Stores Health Clubs Restaurants/Bars
Walls/Spectaculars 4,029		Truckside 2,732 vehicles	Exterior Place-Based Airborne Marine Resorts & Leisure
		Taxis/Wrapped Vehicles 46,194	Shopping Malls 30,352
		Digital Transit 3,760	Digital Shopping Malls 120