By: Rajiv Raghunath
Last updated : May 18, 2022 9:03 am
Anna Bager, President and COO, OAAA says the results of the research with Comscore should send a clear signal to advertisers: OOH is a vital part of the media mix.
The Out of Home Advertising Association of America (OAAA) has released a survey in partnership with Comscore, Inc., a trusted partner for planning, transacting, and evaluating media across platforms, examining the link between advertising, online activation, and ad spend. The findings from the study entitled ‘Consumer Insights: OOH and Online Activation: Advertising, Action, and Ad Spend’ show that despite making up only 4.1% of total US ad spend in 2021, consumers associate OOH with a similar or greater
Over 1,580 consumers took part in the survey, focusing on actions they recall taking after seeing or hearing ads. The eight categories of actions include: using a search engine, searching social, searching video, posting social, posting video, downloading an app, visiting a website, and making an online purchase. The most common action taken after seeing an ad was using a search engine, with 45% of respondents doing so after seeing a television ad and 41% doing the same after an OOH ad.
OOH share of gross search engine actions relatively stood at a high 20% versus 24% for TV, and well ahead of 20% for video ads, 14% for banner ads, 12% for radio, and 9% for print.
Source: ‘Consumer Insights: OOH and Online Activation: Advertising, Action, and Ad Spend’, OAAA-Comscore Survey, 2022
"OOH is one of the most impactful ways to reach consumers – and this survey proves that it is a tremendous value as well," said Anna Bager, President and COO, OAAA. "Couple that with our recent OAAA-Harris Poll findings that people are annoyed by sponsored digital media content and feeling digital device fatigue, and the results of this research with Comscore should send a clear signal to advertisers: OOH is a vital part of the media mix."
"This survey is an eye-opening look at the mental connections audience make between media and online activity," said Diane Williams, Senior Director OOH, Comscore. "We're thrilled to partner with OAAA to provide a window into consumer thinking and offer a guidepost for media buyers. Comscore wants to see OOH take its rightful place as a line item in any well-rounded media plan."