Benefits of Out of Home Advertising

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.

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.

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

• 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.

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

Source: Nielsen ; Base: Adults 16+

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

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 ; Base Adults 16+

Source: Peter J. Solomon Company. Median values represented within each bar.

Source: Brandscience

Source: USA Touchpoints, 2014.1

Source: FEPE, Future Foundation

Source: Binet & Field