How OOH Advertising Can Influence Consumers in New Ways
Out-of-home advertising is likely to influence consumers in new ways this year. The OOH ad market had its moment in the sun last year, with a 7% revenue increase over the previous year. According to the latest Outdoor Advertising Association of America release, total U.S. spending in the industry was $2.116 billion. While OOH outperformed many traditional media formats in 2019, we're now operating in a new normal.
Notable Q4 Activity
In the fourth quarter of 2019, the top verticals purchasing OOH advertising broke out as follows:
- Services/amusements $489.6 million
- Retail $217 million
- Media and advertising $199 million
However, the vertical with the most Q4 growth last year, 25%, was insurance and real estate. The public transportation, hotels and resorts verticals had the second highest Q4 growth rate at 14.5%.
Growth Stars for 2019
The same categories that excelled in Q4 last year also stood out for the entire year. Services and amusements businesses accounted for 23.6% of all OOH revenue. And at $2 billion, that vertical, had a growth rate of 8.2% over the previous year. The other top nine verticals in OOH accounted for 80% of total revenue: retail, media and advertising, public transportation, hotels and resorts; insurance and real estate; restaurants, financial; government, politics and nonprofits; auto dealers and services; and schools, camps and seminars.
Last year, three top categories experienced drop in OOH revenue: restaurants, governments and schools.
Influence Consumers in New Ways
With fewer people commuting to work and traveling around as part of their daily activity, the exposure to OOH message changed significantly in March and April this year. While the U.S. is reopening, gradually, the OOH audience may not be as large as it was at the end of last year. In addition, what people see in the next few months may also change. As some analysts have pointed out, consumers will still be visiting essential locations — whether it’s the grocery store or the gas station. They may also be out walking more and may notice an advertiser’s message on the sizes of buildings, street furniture or small billboards.
To learn more about which consumers respond to OOH messages, check out the AudienceSCAN profiles available at AdMall by SalesFuel.