As 2023 winds down, MAGNA forecasts OOH will be one of the few media channels to grow this year, along with social and search. They also project another annual increase for OOH in 2024 and for it to, once again, outpace most channels other than social and search. The success of these two competitive ad channels represents an enormous opportunity for OOH because of its efficiency in reaching massive audiences and driving online activation. In an era where mobile advertising represents over 60 percent of total media spend, OOH offers excellent value with its ability to serve as a mobile engagement prompt and trigger consumer actions.
Over three in four (76%) US adult consumers have recently taken an action on their mobile device as a result of exposure to an OOH ad. The top online activation OOH generates is search, and OOH also drives high social media engagement among younger consumers. In fact, two-thirds of TikTok users report seeing OOH ads reposted in their platform feeds.
To provide members with a convenient, go-to-market summary, OAAA recently hosted a webinar, “Maximizing OOH in Today’s Ad Marketplace: Key Trends and Consumer Insights,” that recapped the most important proof points on the value of OOH. OAAA members can download the full presentation to repurpose the data for their sales and marketing efforts. A webinar recording, which also includes Q&A at the end, is also available.
The compelling research proof points include these and many more:
- 88% of US adult consumers have seen OOH ads in the past month
- 85% of OOH ad viewers find the ads useful
- US adults rate billboard ads more favorably than any than any other form of advertising
- OOH’s highest indexing age segment is Adults 18 – 44
- OOH over indexes with the fastest growing segments of the US population – Asian, Black, and Hispanic Americans
- OOH produces higher average ad recall than any competitive media channel, with recall rates as high as 86%
- Almost eight-in-10 (78%) OOH ad viewers recently took an action following exposure to OOH
- 68% of US adults report noticing OOH ads on their way to do in-store shopping, and the percentages jump even higher (73-78%) among multicultural audiences
OAAA has also conducted research on OOH consumer impact across a broad range of key product categories. Produced in partnership with The Harris Poll, the studies analyze rates of notice and engagement OOH produces and summarizes the types of OOH ad messages most relevant to consumers for each product category. OAAA members can access Infographics for each of 15 product categories here.
Source: The Harris Poll, MAGNA, Morning Consult
Published: November 16, 2023