In one of the Nielsen OOH research study , more than half of US adults reported that they have noticed a billboard in the last month. Given today’s competitive media environment, another important finding is that most respondents agree outdoor media stands out more than digital media.
94% of consumers who noticed a poster in the last month looked at the advertising message, and more than half engaged with the ad. Nearly 90% recalled seeing an advertisement, and 47% recalled seeing a specific ad. In the past month, 65% of adults noticed a poster directing them to a nearby store, business, or restaurant. 55% percent of consumers who noticed directional posters changed their plans to visit the business advertised. This report also found that posters encourage online engagement. 30% percent of survey respondents searched online for more details about a featured message, and 29% visited the advertiser’s website.
Outdoor advertising drives over 4x more social/digital activation per ad dollar amount spent than any other media format! Unlike other media formats such as online, social media, radio and tv advertising, OOH can not be skipped or deleted. However, consumers are more likely to engage with a mobile advertisement when they are exposed to the same outdoor advertisement.
Check out a previous blog about how Outdoor Advertising is Growing in the Digital World!
Editors Note: This post was originally published on April 2018, and has been updated for accuracy and comprehensiveness.