Out of home advertising (OOH) is advertising designed to reach consumers when they are not home. Examples of OOH media formats include digital billboards, posters, in-flight advertising, arena and stadium advertising. While OOH ads have been around for quite some time, this type of advertising still remains relevant in the industry, as digital technology constantly offers new ways to reach consumers outside of their homes. Setting aside the significant blow the industry suffered in 2020 due to the pandemic outbreak, global out-of-home advertising expenditure is nonetheless expected to grow in the coming years. It should be noted that much of OOH revenue growth projection can be attributed to digital platforms rather than physical ones.
DOOH Consumer Behavior
- 62% of viewers engaged in mobile device actions after seeing a digital street level ad, such as searching for or visiting the advertiser’s website, scanning a QR code, using a hashtag, downloading or using the advertiser’s app, accessing a discount offer, or making a purchase (Nielsen)
- 69% of viewers that noticed directions to businesses in digital street level ads immediately visited a business after exposure, with 92% making a purchase after visiting the business (Nielsen)
- During the pandemic: (The Harris Poll)
- 38% of consumers used OOH ads to access useful COVID updates
- 23% found out about offers and promotions via OOH ads
- 23% used OOH ads to learn about something new
- 20% found out about updates to business hours and services via OOH