Media Planning & Buying
OOH most effective in driving online activity, says study
A Nielsen OOH survey has found that OOH delivers more online activity per ad dollar spent compared to television, radio, and print.
According to an ‘OOH Online Activation Survey’ conducted by Nielsen OOH delivers more online activity per ad dollar spent compared to television, radio, and print. The survey shows that online activations including search, Facebook, Twitter, and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend.
For example, OOH media accounts for 26% of gross search activations generated by TV, radio, print and OOH, combined but it only accounts for 7% of the total combined advertising spend.
The Nielsen survey provides conclusive evidence of the value of OOH in driving online activity. OOH serves as a trigger for online search with consumers on the go,” according to Rosanne Caron, President, OMAC (Out-of-Home Marketing Association of Canada).
Source: Nielsen’s ‘OOH Online Activation Survey’ 2017
AUGUST 2025
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