While the current aim of advertisers and agencies is to complete a successful second half of the year, they will soon begin their marketing planning for 2024. OOH is one of the few remaining true mass reach mediums available to advertisers in an era of high consumer media fragmentation. Almost 90 percent of US adults have seen an OOH ad in the past month, and billboards generate the highest level of consumer ad favorability compared to other competitive ad channels.
Beyond generating notice and evoking positive consumer emotion, OOH ads produce consumer responses, with almost 80 percent of US adults reporting they’ve recently taken an action after OOH ad exposure. Unsurprisingly, since OOH intercepts consumers on the go, over three-quarters (76%) stated they recently took an action on their mobile device, with search (51%) topping the list of actions followed by online purchasing (43%).
To assist members in providing excellent consultative client service, OAAA and The Harris Poll surveyed consumers on notice, engagement, and messaging of OOH ads in the key product categories noted below.
Across these product categories, OOH ads generate notice rates of up to two-thirds of US adults. Even more impressive are the rates of engagement OOH drives with about 60 to 90 percent of ad viewers reporting they’ve taken at least one action following ad exposure.
The links below connect to a one-page summary Infographic for each category to assist you in educating your clients on the value of OOH in targeting consumers of these products.
Source: OAAA, The Harris Poll, Morning Consult
Published: June 14, 2023