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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Value Guide (text)

Download OOH Stats

Source: OAAA

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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.

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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

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


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


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


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


  • Customer-focused and results-driven


  • Forward-thinking, digitally native, media fluent

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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

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

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

Billboards Street Furniture Transit Alternative
Bus Shelters
Arena & Stadiums
Digital Billboards
Urban Furniture
Bus Benches
Phone Kiosks
165,606 faces
Digital Urban Furniture
Subway & Rail
184,078 faces
Digital Place-Based/Video
1,25 million screens
Junior Posters
33,336 faces
  Mobile Billboards
Interior Place-Based
Convenience Stores
Health Clubs
2,732 vehicles
Exterior Place-Based
Resorts & Leisure
    Taxis/Wrapped Vehicles
Shopping Malls
    Digital Transit
Digital Shopping Malls

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Top 10 OOH Advertisers

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