The Out of Home Advertising Association of America (OAAA) has released a Survey Comscore, Inc. It also examines the link between advertising, online activation and advertising spending in partnership. The results show that despite making up only 4.1 percent of total advertising spending in 2021, consumers associate OOH with a similar or greater share of action than competing media when testing consumer activation across a set of eight categories of engagement. The data proves that OOH offers an exceptional value compared to other mediums with much higher price tags such as TV and video, radio and banner advertising.
More than 1,580 consumers took part in the survey, focusing on the steps they remember when they see or hear ads. Action includes eight categories: using a search engine, social search, video search, social posting, video posting, downloading an app, visiting a website, and making an online purchase. The most common step taken after viewing an ad was using a search engine, with 45% of respondents doing the same after watching a television ad and 41% following an OOH ad.
“OOH is one of the most effective ways to reach consumers – and this survey shows that it is also a great value,” he said. Anna Bager, President and COO, OAAA. “Couples with our recent OAAA-Harris poll find that people who are annoyed by digital media content sponsored and feel tired of digital devices, and the results of this study with ComScore can send a clear signal to advertisers: a significant part of OOH media is mixed.”
“This survey is an eye-opening perspective on the emotional connection of listeners between media and online activity,” he said. Diane Williams, Senior Director OOH, ComScore. “We are thrilled to partner with OAAA to offer a guidepost for consumer thinking and media buyers. ComScore wants to see OOH take its rightful place as a line item in any integrated media plan. “
OAAA and Comscore “Consumer Insights: OOH and Online Activation” are sponsored by The Foundation for Outdoor Advertising Research and Education (FOARE), a 501 (c) (3) non-profit charity. To access the study, please see https://bit.ly/3a0igqP.
About OAAA
The American Out of Home Advertising Association (OAAA) is the national trade body for the $ 8.6 billion US Out of Home Advertising (OOH) industry, including the Digital Out of Home (DOOH), and consists of billboards, street furniture, transit. Advertising, and space-based media (including movies).
About comScore
A trusted partner for media planning, transactions and evaluation across the ComScore platform. A data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced viewer insights, allowing ComScore Media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in digital and TV audience measurement and scale advertising, Comscore is a third-party source of industry-emerging, reliable and comprehensive cross-platform measurement.
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