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 OOH Primed to Influence Black Friday and Cyber Monday ShoppersThis Black Friday/Cyber Monday survey of US adults reveals the heightened impact OOH has throughout the most important shopping season of the year
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 COVID Impact on Consumer Behavior & Q4 2020 Shopping/Travel PlansThe Harris Poll study examines COVID-driven changes in consumer behavior produced, and reviews consumer intent for Q4 holiday shopping and travel. The research highlights heightened opportunities for advertisers to utilize OOH in driving consumer engagement.
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Executive Summary
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 2020 NIELSEN DIGITAL OOH ADVERTISING REPORTThis report provides a detailed examination of consumers' exposure to digital OOH advertising, and how OOH influences their behavior across the billboard, street furniture, place-based and airport segments.
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 2020 Nielsen Digital Transit Advertising ReportFocused exclusively on six of the largest markets in the US, this report examines consumers' exposure to digital transit OOH advertising, and how it engages them and the types of activations it generates.
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 2020 Consumer Summer Vacation Plans SurveyThe OAAA-sponsored survey reveals significant OOH opportunities with 62% of vacationers planning to travel by car, and most planning to spend the same or more than last summer.
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 Understanding the impact of COVID-19OAAA contracted with OnDevice to research the impact of the COVID pandemic on consumer behavior among adults 18+. The survey was conducted April 22 – May 1.
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 Ad FavorabilityA Morning Consult poll of 4,400 US adults found billboards are one of the two most favorably-rated forms of advertising.
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 OOH Case Studies AnalysisAn analysis of 141 case studies demonstrates the effectiveness of OOH media in generating consumer awareness and influencing behavior.
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 Nielsen 2019 OOH Advertising StudyThis 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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 National Ad Perceptions Executive Summary To help OAAA learn more about marketers' attitudes and perceptions about OOH advertising, OAAA requested an independent, objective assessment that would confirm or correct its current hypotheses. The evaluation focused on the current state of understanding about the OOH market today (including all technologically-driven capabilities.)
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 Nielsen 2019 Top Ten Markets OOH Advertising StudyFocused exclusively on the top ten markets in the US, this report provides a detailed examination of consumers' travel habits, their exposure to OOH advertising, and how OOH influences their behavior.
Appendix Data
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 OOH Attribution StudyThis analysis of 45 case studies finds OOH provides significant lift in the reported campaign KPIs for consumers exposed to OOH media during an advertising campaign.
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 National Grocer OOH Attribution StudyA study of three major markets showed increases in store visitation rate of 78–97 percent for consumers exposed to the OOH campaign versus consumers not exposed.
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 QSR Brand OOH AttributionThis three market study of a 90 day OOH campaign found consumers exposed to the billboards visited the Quick Service Restaurants at a ten percent greater rate than those consumers who did not see the billboards.
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 OOH ROI & Media Mix OptimizationOOH currently earns an average media investment of 4.8 percent, but media plan optimization occurs when OOH receives benchmark allocations of 9 to 16 percent, according to this report, conducted by Omnicom Media Group’s Benchmarketing.
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 Cuebiq Footfall Attribution BenchmarksMarketers are placing increasing emphasis on offline brand intelligence and understanding how all touchpoints (OOH, digital, TV and other advertising media) drive consumers into stores. Cuebiq’s latest benchmarks report shows OOH outperforms all other competitive media, with its ubiquitous, unskippable and often close to the point-of-sale formats.
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 Sensory Logic Creative Benchmark StudyFeatures the four key attributes for successful OOH advertising: Stopping Power, Readability, Relatability, Memorability.
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 Nielsen 2017 OOH Online Activation StudyOOH 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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 MRI/Simmons Benefits of OOH Advertising ReportWith it’s massive reach, OOH amplifies the impact of all other media investments by reaching the broadest possible audience. OOH is especially efficient at reaching consumers using mobile phones and digital video services.
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 Nielsen Digital Billboards StudyThis 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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