Wondering why it pays to have a portion of your marketing budget in outdoor advertising? Consider this:
As a member of the lead trade association representing the Out-of-Home (OOH) advertising industry, the OAAA, ATA has access to a rich selection of demographic reports, case studies, and the latest industry news. Per the organization, “With nearly 800 member companies, OAAA represents more than 90 percent of industry revenues. The OAAA provides the tools, education, best practices, resources, and support its members need to win in the marketplace.” Our membership helps us help our clients.
Consumers spend 70% of their waking hours away from home, which means they are more exposed to out of home (OOH) ads than nearly any other form of advertising. (Source: OAAA)
Out of Home (OOH) media viewership is high: Three-quarters of total U.S. adults have noticed advertising on static billboards, digital billboards, sides of public buses, bus shelters, taxi cabs, commuter rails, subways or any street level advertising such as kiosks or newspaper stands in the past month; viewership among travelers is 84%. (Source: Arbitron)
OOH’s versatile formats offer ‘blank canvas’ creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel, and play. (Source: OAAA)
Purchasing decisions are often made away from home: Over two-thirds of travelers make their purchasing decisions at some location outside of their home over the course of a typical week; over half report making their purchasing decisions most frequently when they are not home. (Source: Arbitron)
People out of home have a 33% heightened alertness compared with people in home, with 23% searching for more information on a mobile device after seeing an outdoor ad, compared to 16% for other media. (Source Outdoor Media Centre)
Brand Amplification with Outdoor Advertising: OHH amplification is the “surround sound” of advertising. OOH’s disruptive power targets audiences whether they’re driving, taking public transportation, on their lunch hour, shopping, working out, or going to the movies. Unlike TV, print or digital, consumers don’t need to “opt-in” or choose to consume an OOH message. OOH complements and builds upon other media components, and ensures the message breaks through in more ways and in more environments. (Source: OAAA Amplification Brochure)