OOH delivers exceptional value compared to other ad mediums: OAAA-Comscore study
By Rajiv Raghunath - May 18, 2022
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 share of action compared to competitive media when examining consumer activation across a set of eight categories of engagement. The data proves that OOH provides an exceptional value compared to other mediums with much higher price tags, like TV and video, radio, and banner ads.
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."