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.

• 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

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Out of Home Advertising is:

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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

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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.

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What OOH Stands For

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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.

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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+

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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

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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

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Consumers Spend More Time With OOH Than Any Medium Except TV

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

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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+

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Major Media CPM Comparison

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

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OOH Produces Some of the Highest ROI's in Advertising

Source: Brandscience

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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

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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

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OOH Builds Brand Affinity at Levels Equal to TV

Source: Binet & Field

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Number of Out of Home Displays

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Top 10 OOH Advertisers