OAAA Media Behavior Institute OOH Study

Gail Chiasson, North American Editor

We were a little disappointed to see that there was no breakdown of digital out-of-home within the new study released by the Outdoor Advertising Association of America this week, but we’re sure that the info therein applies to the digital out-of-home sector – and perhaps even more so, in our not-so-humble opinion.

Rather than containing anything much new, the study really just reinforces what the industry has been saying for a long time – OOH advertising provides tactical and strategic additions to traditional media.

The USA TouchPoints study, which captures consumer behavior in real time via participants’ smartphones, also revealed that consumers experience OOH media in positive mindsets. Really? OOH has been preaching that for 30+ years.

Stephen Freitas, OAAA chief marketing officer, says, “This rich, multidimensional study will help the advertising industry identify the sequence of media exposure in the full context of daily lives. With the help of smartphone technology, the OOH industry can demonstrate how the medium can increase ROI by placing ads when and where consumers are likely to be receptive to the message.”

The report, conducted by the Media Behavior Institute, found that more than 80% of Americans can be reached daily while away from the home and work, and multiple OOH formats are most effective for maximum consumer exposure.

The report also determined that when added to other media, OOH ads can potentially increase consumer reach. For example, adding billboards to Internet advertising can more than double afternoon reach. Street furniture and social networking can increase reach by up to 66%.

“With OOH’s scale, reach, and innovative interactivity, using it with other media is sure to supercharge any media plan,” says Freitas

The report also found consumers feel positive while exposed to OOH. For example, on an emotional index, the billboard audience has a higher percentage of positive feelings compared to television.

“Americans often feel more positive when outside the home engaged in the daily activities of life, making OOH advertising the best choice for reaching consumers when they are feeling their best,” says Nancy Fletcher, OAAA president and CEO.

The analysis of the study was based on data from 1,000 smartphone diaries. Data was captured every 30 minutes over 10 days and tracked details such as activities, emotion, location, media use, and social setting.

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