The majority of US adults are exposed to and notice out-of-home advertising, according to a new 2013 Arbitron Out-of-Home Advertising Study.
While it doesn’t separate traditional from digital out-of-home, the study found roughly 75% percent of U.S. adults have noticed advertising on multiple OOH formats in the last month, including billboards, public buses, bus shelters, commuters rails, and more. Of those who notice the ads, about 40%say OOH media has prompted them to visit a store or restaurant, or watch a TV program they saw advertised.
OOH media viewership levels rise to 84% among those who have driven or ridden in any vehicles in the past month, which accounts for about 90% of U.S. adults, according to the study.
“Americans are on the go more than ever, traveling an average 169 miles a week,” says Nancy Fletcher, president and CEO, Outdoor Advertising Association of America. “This new study confirms OOH viewership is very high, and those exposed are paying attention and acting on it.”
The study found OOH media is driving in-store traffic, restaurant visits, web traffic, and mobile response. 40% of those who have viewed an OOH ad in the past month have visited a store or restaurant they saw, with 26% of those visitors having done so immediately after seeing the advertisement. Nearly one in four (26%) adults who have viewed an OOH ad have visited a web site advertised, and one in 10 (12%) have accessed their mobile devices as a direct result of seeing an OOH ad.
Billboards are particularly effective, according to the report. More than 66% of travelers have seen a billboard advertisement in the last month, and more than 40% have seen a digital billboard.
Stephen Freitas, OAAA chief marketing officer, says, “As we can see from the results of this study, engagement with OOH advertising is very high. Most Americans take the time to look at OOH ads, and nearly half look at the same ad each time they pass. Consumers are proving what marketers and advertisers have realized for a long time: OOH amplifies a brand and gets consumer into stores.”
The report also concludes that OOH ads generate buzz. About 40% of OOH media viewers have talked about products they saw advertised, and nearly 10% have blogged or posted to a social network.
Arbitron and Edison Research completed 912 surveys with US residents over 18 years old to investigate Americans’ travel habits and their relationship to OOH media. The report was sponsored by the OAAA.