OOH Captures Attention and Drives Real Results
Published: March 14, 2023
The latest report from Morning Consult and OAAA (Outdoor Advertising Association of America), "Out of Home Ads Drive Real-World Action," reveals that out-of-home (OOH) advertising is the reigning champ in catching consumers' attention and driving real actions.
Let's sink our teeth into the key findings:
OOH resonates with consumers
Nine in ten adults - 90% noticed an OOH ad recently!
Those that noticed OOH ads, 78% engaged in some way:
- 76% used a mobile device to learn more about a product
- Over half used a mobile device to search for more information about an advertiser
Street-level OOH drives real-world consumers
OOH ads are a proven way of directing people toward your business:
- 30% of adults noticed an OOH ad that provided directions to a store or business
- 43% visited the store, business, or restaurant within 30 minutes of seeing the ad
The Importance of Inclusion in OOH Ads
The survey responses highlighted the need for OOH ads to be inclusive and representative of the diversity of the population.
Nearly six in ten Black, Asian, and Hispanic American adults said they are much more likely or somewhat more likely to notice an OOH ad that reflected their cultural identity, compared with about one in four white adults.
CEO of OAAA, Anna Bager, reinforced the importance of diversity in OOH ads stating, “It’s crucial that brands take an inclusive stance with their advertising. This goes beyond representing minority groups in campaigns and includes hiring diverse teams to conceptualize and create the ads.”
It is painstakingly evident that out-of-home (OOH) advertising is becoming an increasingly important and effective tool for advertisers to reach consumers and drive real action in public spaces. Growth in OOH ad spending is on the fast track to success. In the third quarter of 2022, advertising revenue increased 11% compared to the previous year, hitting $1.94 billion, according to OAAA research. As OOH continues to grow and evolve, it will become an even more significant force in the advertising world. If you’re ready to reach consumers anytime, anywhere, our team is prepared to plan and launch your DOOH campaign today at no charge to you! Contact us at firstname.lastname@example.org.