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New Report Evaluates Consumer Lifestyles to Determine Value of Out of Home Advertising

Contact: Nicole Hayes
(202) 833-5566
For Immediate Release – May 2, 2012
New Report Evaluates Consumer Lifestyles to Determine Value of Out of Home Advertising
First USA TouchPoints Study Finds Consumers Experience OOH Positively

(Miami, FL) – A new study released today by the Outdoor Advertising Association of American (OAAA) found out of home (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.

Stephen Freitas, OAAA chief marketing officer, said, “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 percent 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 percent.

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

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,” said OAAA President & CEO Nancy Fletcher.

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.

For more information and copy of the study, please contact Nicole Hayes at or (202) 833-5566. 
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About OAAA
OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $6.4 billion annually in ad revenues and donates more than $400 million in space each year. For more information, please visit  

About Media Behavior Institute
Media Behavior Institute is an independent research company with minority equity positions held by Nielsen and GfK MRI. The company focuses on highly consumer-centric “day-in-the-life” research to enable better-informed media and marketing decision-making, product and service development strategies and more. USA TouchPoints is the company’s syndicated service that is used by many of the country's largest agencies and media owners. For more information, please call Mike Bloxham (212) 696-9299 or visit


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