Four Weeks of Engagement Across the Top 25 Markets for the Cost of One Super Bowl Ad
As brands gear up for one of the most-watched advertising events of the year, OAAA makes the case for Digital Out of Home (DOOH) as a smarter, longer-lasting alternative to the Super Bowl. For the same $7 million spent on a fleeting 30-second Super Bowl spot, DOOH delivers 7.5X greater reach and 10X better CPM value, offering unmatched impressions and cost efficiency in the top 25 U.S. markets.
Unmatched ROI and Nationwide Reach
Using Place Exchange’s PerView solution to analyze a $7 million DOOH campaign, the results show a month-long plan that outperforms transitory Super Bowl exposure. Advertisers investing $7 million in DOOH can achieve:
- Almost 1 billion impressions (929,407,658) across 25 top U.S. markets.
- 80%+ average reach and frequency of 7+ across these markets over four weeks.
- An impressive $7.49 CPM, making it a cost-efficient choice for high-impact campaigns.
With nearly 1 billion impressions at a fraction of the cost, DOOH delivers unparalleled reach and value, outperforming the Super Bowl’s estimated 123 million viewers and delivering unmatched efficiency for advertisers.
OAAA members can access the supporting Infographic and DOOH Plan.
Consumers Favor DOOH Over TV/Video and Take Action
The Super Bowl may grab attention, but its impact is momentary compared to the impact DOOH delivers. Research from OAAA and The Harris Poll highlights DOOH’s unparalleled ability to engage consumers when compared to competitive media:
- 73% of consumers view DOOH ads favorably, surpassing TV, social media, and online ads.
- 76% of consumers say a DOOH ad recently prompted them to take action.
- 74% of mobile device users acted on their devices after seeing a DOOH ad.
OOH has the highest levels of ad recall of all major media and peaks at 86%, while linear TV ad recall peaks at 60% and streaming peaks at 72%.
Why Choose DOOH Over the Super Bowl?
A Super Bowl ad is undeniably impactful, but its effect is limited to a transient, 30-second moment. In contrast, DOOH delivers sustained exposure, seamlessly integrating into consumers’ daily lives over an entire month. From high-traffic urban centers to local neighborhoods, DOOH ensures continuous brand visibility across multiple touchpoints.
DOOH also enhances digital strategies by driving measurable actions such as app downloads, store visits, and online searches. Unlike a single Super Bowl spot, which focuses on one event, DOOH provides advertisers with the flexibility to engage diverse audiences across dozens of key markets, maintaining both relevance and resonance.
For 2025 and beyond, OOH advertising is a strategy built to help clients win.
Source: Place Exchange PerView, Solomon Partners, The Harris Poll
Published: January 8, 2025