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.jpg?imgw=150) MMM/Attribution Modeling White PaperMeasuring the in-market performance of Out of Home media (OOH) exposures on marketplace outcomes offers a few unique challenges. It is also subject to the same requirements as modeling other media. Both buyers and sellers of OOH are best served by models and data that are accurate and actionable. This guide sets out a few key principles that, if observed in practice, will help both parties achieve those ends.
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 Consumer Intent: Holiday Shopping and Travel 2021The 2021 holiday retail season presents enormous opportunity for retailers, especially as they look to make up ground lost in the pandemic. Consumer mobility is at or near COVID-era highs, and OOH has a unique position to engage consumers when they are most likely to act – at or near points of purchase. The latest consumer intent research from OAAA and OnDevice reveals the many opportunities for OOH to intercept consumers and help drive sales.
Click here to view infographic: 2021 Holiday Travel & Shopping Consumer Intent
Click here to view infographic: High Rates of OOH Advertising Notice Drive Engagement
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 Back to School Shopping 2021 - Consumer Intent and OOH OpportunitiesThe 2021 back to school (BTS) retail season offers a rare opportunity for retailers, as most school districts return to full-time in-person education. As a result, 67% of BTS shoppers plan to spend more this year than they did in 2020, and 46% will spend $501 or more on BTS supplies. Of the 67% of BTS shoppers who plan to spend more: 23% are planning to spend 51% or more than they spent last year; 36% intend to spend 26% to 50% more than last year; and 21% intend to spend 11% to 25% more than last year.
Click here to view infographic: OOH - An Important Guide for Back to School Shoppers
Click here to view infographic: 2021 Back to School Shopping - Consumer Intent
Full Report
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 Consumer Insights and Intent Q2 - Summer Travel“Consumer Insights and Intent: Q2 2021 Summer Travel,” is the latest new research report from OAAA and The Harris Poll signaling new opportunities for OOH this summer as consumer optimism and intent for travel is on the rise. This new survey finds that the rise of consumer travel confidence coincides with the rise of OOH advertising; more than half (51%) of consumers say they are going to travel as much or more than in pre-Covid times and since January, there has been a 4-point increase in big city dwellers stating that they are noticing OOH more now than before the pandemic began.
Click here to view infographic: Increased Notice of OOH Drivers
Click here to view infographic: OOH Will Influence Consumers
Executive Summary
Attachment One
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 Consumer Insights and Intent Q1 - OOH Opportunities
Data from The Harris Poll highlights the growing impact OOH is making on consumers during COVID recovery. Check out our infographic, executive summary, and full report to see how consumers are relying on OOH messaging to stay safe and informed--and how OOH ads are influencing the purchase journey as consumers experience rising digital device burnout.
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 OOH Primed to Influence Black Friday and Cyber Monday ShoppersHow are consumers approaching a Black Friday and Cyber Monday unlike any other? This survey reveals the heightened impact OOH has on the most important shopping days of 2020. Start with a recap of the key points in our infrographic, then check out all of the findings in the full report.
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 COVID Impact on Consumer Behavior & Q4 2020 Shopping/Travel PlansCOVID created a number of changes in consumer behavior, but as this study from The Harris Poll shows, there is no better time than Q4 2020 for OOH advertisers to drive engagement with consumers as they shop and travel. Explore the details in our infographic, executive summary, and full report.
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 2020 NIELSEN DIGITAL OOH ADVERTISING REPORTHow effective are digital OOH ads at driving engagement and action? Find out in our infographics and a full report based on Nielsen data. Get a detailed look at consumers' exposure to billboard, street furniture, place-based, and airport ads and how each one influences buying behavior.
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 2020 Nielsen Digital Transit Advertising Report
Focused solely on the 6 largest US markets, Nielsen's research examines consumers' exposure to digital transit OOH ads and the actions these ads inspire. Get an overview of the findings in our infographic, then read all of the details in the full report.
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 2020 Consumer Summer Vacation Plans Survey
COVID didn't derail 2020's summer vacation plans. An OAAA-sponsored survey reveals significant opportunities for OOH advertisers, especially since 62% of vacationers plan to travel by car. Get an overview of consumers' plans in our infographic, then read the full report for more detailed insights.
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 Understanding the impact of COVID-19
How did COVID affect consumer behavior shortly after lockdowns began? OAAA worked with OnDevice to study the impact on adults 18+ in a survey conducted April 22 - May 1. Explore all of the insights in our full report.
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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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 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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 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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 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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