OOH Drives More Online Activity Than Banner Ads

Out of home (OOH) advertising is more effective in driving online activity when compared to online banner ads, according to a new study released by Nielsen. The study found OOH delivers more online activity per ad dollar spent compared to online banner ads and other offline media.

According to the Ads Driving Online Activity survey, online activations including search, Facebook, Twitter, and Instagram activity generated by OOH advertising indexes at nearly three times the expected rate given its relative ad spend. For example, OOH media accounts for 22 percent of gross search activations generated by television, radio, print, OOH, and banner ads combined, but it only accounts for 7 percent of the total combined advertising spend.

“OOH’s connection to digital media is stronger than ever,” said OAAA’s Stephen Freitas. “OOH campaigns boost online search and social media activity more than other traditional media and even online banner ads. OOH and digital ad spend is on the rise because the media perfectly complement each other, working to drive people in the real world to go online.”

Nearly five in 10 US adults (46%) have used Google, Bing, Yahoo, or another Internet search engine to look up information after seeing or hearing something advertised on a billboard, bus shelter, or other OOH format in the past six months. Only 36 percent have used a search engine after seeing a banner ad on their computer.
Nearly 40 percent have visited a Facebook page or posted a message on Facebook after seeing an OOH ad, compared to 32 percent who saw an online banner ad.The study also found 23 percent of adults have posted a message on Twitter, and 25 percent have posted something to Instagram after seeing an OOH ad. Compare this to 19 percent who posted to Twitter and 20 percent who posted to Instagram after seeing an online banner ad. Freitas added, “We know banner ad sales are expected to be nearly $15 billion this year. This research helps reinforce the opportunity to realign budgets around what drives results and that should include OOH.”
Online activations can also be expressed as a share. OOH advertising’s share of gross search activations is 22 percent compared to banner ads, radio, and print at 17 percent each. OOH’s share of Facebook activations is 23 percent, compared to banner ads at 20 percent, print at 17 percent, and radio at 16 percent. OOH’s share for Instagram and Twitter activations measures higher than banner ads and all other offline media at 25 percent and 24 percent, respectively.

Article credit: OAAA. View entire article here: https://oaaa.org/StayConnected/OAAAOutlookNewsletter/tabid/867/id/5126/Default.aspx

To download entire Nielsen study, visit: http://oaaa.org/Portals/0/pdf/research/Nielsen%20OOH%20Activation%20Study%202017%20with%20Banner%20Ads%20FINAL.PDF

10 Benefits of using billboards for Political Campaigns

Billboard advertising is one of the most cost-effective forms of advertising for any industry, and that rings true for the political industry as well! Outdoor advertising costs less than radio, TV or print.

Here are 10 benefits of using billboards for your political campaign:

  1. ALWAYS ON –BREAKS THROUGH THE CLUTTER: Cannot be delayed,skipped, turned off, and produces the highest ad recall.
  2. BUILDS AWARENESS & NAME ID: Builds awareness rapidly, and magnifies audience impressions through earned media—social and traditional news media.
  3. AMPLIFICATION & VALUE: Improves all media investments by increasing the reach of all channels, including TV and digital.
  4. TARGETING: Targetability by geographic location or by key demographic groups with OOH ratings.
  5. SPEED & FLEXIBILITY: Digital OOH offers instantaneous message updates and as many changes as needed.
  6. ENHANCES DIGITAL: Increases ROI for search advertising by 40%, and more efficient at driving online activation than all traditional media and banner ads.
  7. MOBILE ENGAGEMENT: OOH prompts 66% of adult travelers to take actions on their mobile device, including 42% who search and 32% who visit advertiser websites.
  8. REACHES HIGH PROPENSITY VOTERS: Over-indexes with some of the most likely voters -adults 25–54, HHI $100K+, those with advanced degrees.
  9. REACHES DIVERSE VOTERS: OOH reaches voting minority blocs — over- indexes with Black and Hispanic audiences.
  10. REACHES YOUNG VOTERS: Adults 18–34 are the segment most heavily engaged with OOH media.

We can help you reach Ohio voters in the 14 counties across the state on both traditional vinyl billboards as well as digital billboards. We offer weekly rates on all of our digital billboards.

Please contact us to learn more about how our outdoor advertising programs can positively impact your political campaign!

Source: Outdoor Advertising Association of America.