A recent Neilsen study concluded that 66% of Out of Home (OOH) viewers used their smartphone after seeing an OOH ad. Most searched the brand, while others visited the advertiser’s website or downloaded an app.
Chief Marketing Officer at the Outdoor Advertising Association of America, Stephen Freitas, says “OOH is big screens driving consumers to small screens.”
Ad agency executives are backing up the research saying they’ve seen the benefits in real time. Sruti Dhulipala is a senior strategist at Stink Studios. She says “using mobile in conjunction with OOH is gold.” She goes on to say, “the combination of scale and trustworthiness, especially at a time when digital channels are under increasing scrutiny for their lack of transparency and data misuse, makes OOH a hugely powerful tool.”
Some of the brands that have seen real results from the combo include Andie Swim. The brand is barely 2 years old, but after messaging test runs on social media, the brand began launching campaigns on OOH mediums like subways and billboards. The brand is now crediting their OOH campaign with a boosted awareness and sales, resulting in a conversion increase of 90% in the first half of this year. That has translated to sold out inventory and waiting lists of more than 10,000 consumers!
Netflix and Hulu are no strangers to the power of OOH, and now their latest competitor, Tubi, is using OOH to get some eyes on them. Tubi is a free streaming service trying to get their name out there as an alternative option to satiate the consumer need to watch to tube. Tubi has opted for both static and digital billboards and taxi TVs.
If you are looking for a great way to get your brand noticed and are interested in learning more about billboards and other OOH media, click here for more information.
Article rewritten from Nicole Randall’s article on the OAAA website.