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OOH Primed to Influence Black Friday and Cyber Monday Shoppers

OOH Primed to Influence Black Friday and Cyber Monday Shoppers

This Black Friday/Cyber Monday survey of US adults reveals the heightened impact OOH has throughout the most important shopping season of the year


Infographic Full Report


COVID Impact on Consumer Behavior & Q4 2020 Shopping/Travel Plans

COVID Impact on Consumer Behavior & Q4 2020 Shopping/Travel Plans

The 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 Full Report


2020 NIELSEN DIGITAL OOH ADVERTISING REPORT

2020 NIELSEN DIGITAL OOH ADVERTISING REPORT

This 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.


Infographics Full Report


2020 Nielsen Digital Transit Advertising Report

2020 Nielsen Digital Transit Advertising Report

Focused 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.


Infographics Full Report


2020 Consumer Summer Vacation Plans Survey

2020 Consumer Summer Vacation Plans Survey

The 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.


Infographic Full Report


Understanding the impact of COVID-19

Understanding the impact of COVID-19

OAAA 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.

Full Report


Ad Favorability

Ad Favorability

A Morning Consult poll of 4,400 US adults found billboards are one of the two most favorably-rated forms of advertising.

Full Report


OOH Case Studies Analysis

OOH Case Studies Analysis

An 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 Study

Nielsen 2019 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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National Ad Perceptions Executive Summary

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 Study

Nielsen 2019 Top Ten Markets OOH Advertising Study

Focused 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 Full Report


OOH Attribution Study

OOH Attribution Study

This 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 Study

National Grocer OOH Attribution Study

A 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 Attribution

QSR Brand OOH Attribution

This 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 Optimization

OOH ROI & Media Mix Optimization

OOH 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 Benchmarks

Cuebiq Footfall Attribution Benchmarks

Marketers 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 Study

Sensory Logic Creative Benchmark Study

Features the four key attributes for successful OOH advertising: Stopping Power, Readability, Relatability, Memorability.

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Nielsen 2017 OOH Online Activation Study

Nielsen 2017 OOH Online Activation 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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MRI/Simmons Benefits of OOH Advertising Report

MRI/Simmons Benefits of OOH Advertising Report

With 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 Study

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.

Full Report



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