Lack of knowledge still a barrier for OOH and price remains high on the agenda: 75Media report

An analysis of internet search terms relating to OOH advertising has shown that there are still a lot of people unsure about what the industry involves and how it works.

According to analysis from UK-based outdoor advertising operator 75Media, simple questions around what OOH is and how much it costs dominate the related search terms.

The five most frequently asked questions specifically relating to OOH were found to be:

• What is a billboard?
• How much does a billboard cost?
• What is digital signage?
• How much for a billboard?
• What is out of home advertising?

Currently, six of the top ten questions most searched for are related to the costs involved in outdoor advertising. In fact, 75Media’s analysis reveals that cost-related searches have increased dramatically over the last year. ‘How much is a billboard ad?’ has increased by 200 per cent as a search term in the last 12 months. Searches for ‘how much does a billboard cost’ are up 24 per cent in the last three months. People looking for ‘digital billboard costs’ has also increased 30 per cent in the same period.

Searches related to digital OOH advertising are soaring in general. People searching for ‘digital advertising screen for sale’ has increased by 800 per cent year-on-year and ‘digital outdoor advertising’ by 150 per cent. ‘What is DOOH?’ has increased by 40 per cent in the last year – with many people apparently not clear on the use of industry terminology. Another search term which has increased dramatically in prevalence is ‘digital out of home examples’, which has grown by 300 per cent in 12 months, as people look for creative inspiration.

Katy Conway at 75Media commented: “I think as an industry there’s still a lot to be done in terms of education around OOH and the benefits it can bring. People are consistently searching for terms around the advantages of billboard advertising, so we have to make sure those are clear and compelling. Although those actively involved in the industry obviously know the score, it would seem from this search data that many others still feel like they need to get to grips with the basics. Being transparent about costs would also help more small businesses and SMEs realise how affordable and effective outdoor advertising can be for them.”

Some terms relating to the logistics of OOH have also increased in popularity with regards to the volume of searches being conducted. Searches around ‘types of billboards’ and ‘billboard font’ have both increased by 67 per cent in the last three months.

In order to help educate people about the world of OOH, 75Media has created a series of guides andreports. They include a guide to DOOH, an insight into billboard costs and the ultimate guide to outdoor advertising.

To view the full report, go to: https://75media.co.uk/blog/most-popular-out-of-home-search-trends/