About a month ago, Nielson released their latest study on Out of Home Advertising (OOH). It examined American travel habits and the OOH they are exposed to while doing so.
The results revealed that more than 90% of travelers noticed OOH advertising within the month, and more than 80% noticed it in just a one week span. What was the most noticed form of OOH? Billboards!
The study found that there was a high level of engagement with the billboard ads.
Nancy Fletcher is the President and CEO of the Out of Home Advertising Association (OAAA). She said it’s the most in depth analysis of OOH formats they’ve ever done. “The research reveals consumers are interacting with OOH at record levels.”
Other information gleaned from the report shows that more than 66% of smartphone users took action on their device after seeing an OOH ad. More than 40% searched what they saw, while 20% actually went to the business being advertised. Of those 20%, over 70% made a purchase at the business.
OAAA’s Chief Marketing Officer, Stephen Freitas, says, “OOH drives consumer action in the real world. Younger affluent consumers notice OOH the most, which is why the industry is seeing exceptional growth in sectors like technology and direct to consumer.”
The results of the study were based on nearly 1000 online surveys of U.S. residents 16 years of age and older. Those responding to the survey were asked about their mode of travel in the last month: foot, car, truck, bus, taxi, commuter train, or subway.