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.
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.
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.
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.
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.
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.
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
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.
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+
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
Exposure by medium during path to purchase activities:
Source: USA Touchpoints and RealityMine; Base: Adults 18-64
Source: USA Touchpoints and RealityMine; Base: Adults 18-64
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+
Source: Peter J. Solomon Company. Estimates as of June 2015. Median values represented within each bar.
Source: Brandscience
Consumers report positive emotions in the same half-hour as 49% of OOH exposures.
Source: USA Touchpoints, 2014.1
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
Source: Binet & Field
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 |
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