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Consumer Behavior

Nielsen 2017 OOH Compilation Report

Topline summary of four recent Nielsen studies on the value of OOH advertising and the many ways it engages consumers. 

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Nielsen 2016 OOH Advertising Study

This report provides a detailed examination of American consumers' travel habits, their exposure to OOH advertising, and how OOH influences their behavior.
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Nielsen 2017 Poster Advertising Study

Nielsen Scarborough offers a research study to better understand the role POSTER BILLBOARDS play in the out of home media landscape.
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Nielsen 2017 OOH Online Activation Survey

A survey demonstrating OOH’s ability to drive online activation more effectively than any other offline media channel. 
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Nielsen 2017 OOH Activation Study With Banner Ads Study

OOH continues to deliver more online activity per ad dollar spent compared to television, radio and print. Additionally, OOH compares favorably to dollars spent on banner ads.

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The Future of OOH Advertising in a Self-Driving America

How autonomous vehicles can let OOH continue to thrive 

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National Commuter Tracker

Nielsen Scarborough offers an in-depth study of the U.S. market's heavy commuters

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Nielsen Digital Billboards Study

This Nielsen study demonstrates the power of digital billboards in engaging and informing consumers - and how they stand out more than online ads.
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USA Touchpoints - OOH and Today's Mobile Consumer

This study examines the ability of OOH to deliver messages relevant to the consumers’ environment and to drive mobile engagement.
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Project Rushmore 2013 Report

  

 
This study is a special examination of the relationship between out-of-home advertising and the Internet; specifically, the ability of out-of-home media to drive online search, website visits and social media activity.
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Arbitron 2013 Out of Home Advertising Study

This report provides a detailed examination of America’s travel habits and its exposure to outdoor advertising.
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Consumer Time Spent with Media

An analysis of the shifting behavior of consumer time spent with media, including the decrease in most traditional media forms, except OOH, and the rise in internet and mobile.
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Adult Shopper Profile

An analysis of mall shoppers and their spending habits.
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Airport Advertising Study

An analysis of air travelers and their travel and media consumption patterns.
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Airport Television Study

A look at air travelers and their digital OOH media consumption.
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Bar Media Report

A look at the media consumption habits of bar-goers. 




Cinema Study

A look at the media consumption habits of movie-goers.
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Digital Place-Based Video Study

A look at the demographics of digital place-based OOH viewers by venue.
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Driving Social Network Traffic

A look at the OOH audience and social media usage patterns across product categories.
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In-Flight Media Study

An examination of in-flight media consumption habits.
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Multicultural Study

A comparison of media reach for OOH and other media among various ethnic demographic groups.
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Teen Shopper Profile

An analysis of teenage mall shoppers and their spending habits.
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USA TouchPoints

An analysis of how OOH impacts consumers throughout the day and how the versatile mix of OOH formats can increase reach for an advertising campaign.

Read the full study, or reports specifically on billboardsstreet furniture, transit and alternative media.


A Financial View of The Mass Affluent

A financial Perspective of the Mass Affluent offers a fresh perspective on the affluent consumer segment of the US economy.
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Nielsen - Consumer Loyalty Sentiment

While Nielsen research shows that, in general, the higher the loyalty levels, the bigger the reward, loyalty programs are no guarantee of loyal behaviors.
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The World of Digital Moms: 101 Stats That Brands Need to Know

Price, packaging, customer service and reputation are just some of the factors involved in the decision-making process. But getting to the heart of what makes a consumer stick or switch can be the difference between flourishing and fading.
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Commuting In America III

Commuting in America III provides a snapshot view of commuting patterns and trends derived principally from an analysis of the 2000 decennial U.S. census and will be a valuable resource for those interested in public policy, planning, research, and education.
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Millennials - Breaking The Myths

Millennials may be many things, but they may not be what you expect. Millennials are the social generation. They’re the founders of the social media movement—constantly connected to their social circles via online and mobile.
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Gallup State of the American Consumer Report

The State of the American Consumer: Insights for Business Leaders report highlights findings from Gallup’s ongoing study of the American consumer from 2008 through 2014.
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Always On: Out of Home Lives 2014

Among those who have not yet acted on Out of Home advert 40% would be interested in tapping/scanning their mobile on a digital outdoor advert for money off vouchers.
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Alert Mindset in the Active Space

Existing work and common sense both suggest that the out of home ad viewer is in a more alert mind-set.
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Activities and Mood in the Active Space

We feel 74% more active out of home.
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 2015 Moving World USA

Americans spend more time than ever outside of the home, whether commuting, working, eating, shopping, watching entertainment or participating in fitness activities.
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 The Multicultural Edge

The Multicultural Edge: Rising Super Consumers is a fresh perspective on multicultural consumers as the emerging consumer force in America today.

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 Commuting to Work in the 30 Largest US Cities

The aim of this study was to provide a broad overview of commuting by workers 16 years of age and older in the 30 largest U.S. cities, by highlighting the following aspects of commuting: who, how, how time consuming, and when. The study used the 2013 data from the American Community Survey—an ongoing annual survey by the U.S. Census Bureau.

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  Localism - The New American Mindset

 Compared with previous generations, US consumers are all more globally connected, and more affected by global events. However, this study   reveals how they’re also tuning in to brands, products and organizations that give them a sense of real connection to a locality. 

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Creative Research


Color Combinations

High contrast colors are most effective for OOH advertising.


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Consumer Response to Advertising Wearout

An analysis of how consumers view OOH ad message retention.
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Effective OOH Advertising

How consistent measurement and comprehensive benchmarking can improve your OOH creative while cutting costs.
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Factors Affecting Advertising Wearout

How often should an advertiser plan to change ad messages?
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Multiple Executions

Multiple creative executions help drive effectiveness for a campaign.
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Single-Minded Focus

One main creative idea helps drive awareness for an OOH campaign.
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Split-Second Recognition: What Makes Outdoor Advertising Work

A look at how creative elements can impact how an OOH ad’s message is delivered.
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Effectiveness


OOH ROI and Optimization in the Media Mix

OOH is a significant media channel in the mix, has good ROI, improves campaign ROI, and drives brand perceptions.
Click here for full report.
Click here for summary report.




Art Everywhere US 

www.arteverywhereus.org

Five leading US museums came together in 2014 to celebrate the history of American art through great works from each of the museums’ collections.This collaborative effort was the first of its kind in the US and followed a successful 2013 version in the UK, that was repeated in summer 2014.
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Better OOH Creative Happier Repeat Customers

Four key performance indicators most accurately predict how effectively an ad will communicate its message and persuade its audience to act. 
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The Customer Journey

An examination of OOH’s role along the path to purchase and how the medium drives action.
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The Holiday Initiative

An in-depth look at a campaign to launch a new holiday using OOH, social media, and QR codes.
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How Advertising Works Today

The Advertising Research Foundation's ground-breaking study on the importance of using a media mix in today's complex ad environment… 
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Out of Home Advertising Effectiveness and Return on Investment

 
A global analysis of OOH return on investment and message retention.
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Receptiveness of African Americans to Outdoor Advertising

African Americans are more receptive to OOH advertising than the general public.
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Balancing Short & Long Term Marketing Strategies

This report builds on the earlier, 2007, analysis of the IPA Databank (Marketing in the Era of Accountability), with the addition of more recent case study data and important new data on how campaign results develop over time. 
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Vote to Count Whitepaper

How out of home drove engagement and awareness in a year of political turbulence and traditional media channel disruption.
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Recall

Banking on Airport Advertising

Airports were blanketed with ads for a fictitious financial brand, leading to measureable awareness and recall lifts.
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CineLatino Hispanic Study

A Spanish language premium cable channel saw significant increases in awareness and recall after an OOH campaign in Los Angeles.
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Outhouse Springs

An OOH company found high recall rates for a test using a fictitious brand. The OOH ads created such demand, consumers began requesting the product in stores. 
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