BY Kathy Crosett
There’s little question that many consumers go out of their way to avoid advertising. They change the TV station they're watching when ads come on. And, ad-free streaming subscriptions are popular with consumers who don’t want to see ads. But your accounts can still get their message in front of their target audiences — it’s all comes down to delivering the best out-of-home advertising.
Clear Channel Outdoor and Kantar have been studying the impact of out-of-home advertising for five years. Their data shows the power of this media format.
How OOH Advertising Compares with Other Media Formats
During their study, analysts monitored key data points that matter to advertisers. And they compared these data points with outcomes for other media formats: digital media, CTV and linear TV. Here is how the best out-of-home advertising ranks.
Ad Awareness
One data point marketers need to know is whether consumers register awareness of an ad. Yes, they might be exposed to an ad on TV or CTV. Or they may drive by a billboard displaying an ad. But have they noticed the ad? This concept of ad awareness is critical, because it can lead to consumer actions.
According to the study, OOH advertising delivers an ad awareness of 13.3%. That’s a significant number compared to the 10.2% of consumers who say TV delivers ad awareness.
Message Association
When marketers develop their message, they strive to impact consumer emotions and memory. They want consumers to associate the solution being advertised with a want or a need or a specific emotion. In this study, TV had the highest impact with 5.6% of consumers connecting the message with the potential outcome — purchase consideration. OOH was not far behind at 3.8%.
Brand Favorability
Ad awareness and message association work together to improve brand favorability. Higher favorability leads to higher purchase intent, the ultimate goal. While linear TV continues to rule in influencing brand favorability at 9.0%, OOH messaging is not far behind at 7.8%.
Driving Purchase Intent
Finally, the Clear Channel Outdoor/Kantar study measured the detail marketers most want to know about. Which forms of advertising and messaging drive purchase intent? For this data point, OOH ads came in highest with a score of 9.8%. But linear TV was close behind at 9.6%.
The Value of Interaction
As OOH advertising continues to grow, service providers are finding new ways to help accounts engage their target audiences. A top OOH trend predicted by analysts at the start of the year is interactivity.
The typical OOH ad can capture attention for 12 seconds. This is significantly more than 2.5 second needed for a message to “imprint a long-term memory.” Imagine what can happen when consumers have the opportunity to interact with the best out-of-home advertising.
Earlier this year, an OOH ad grabbed attention at a transit stop. Consumers received a “critique on their posture.” As they passed by the ad — a billboard positioned at walking height which used technology to reflect their image with visual highlights about where their posture needed improvement. The advertiser received a “46% increase in preventative spine check-ups linked to that ad.”
OOH Outlook and Social Media Amplifier
Digital out-of-home (DOOH) advertising now accounts for over $3 billion of U.S. OOH spending. While much of OOH spending goes to static billboards and placements on transit stations, digital out-of-home advertising is growing. This year, marketers will likely spend around $1billion on programmatic digital.
As the Clear Channel Communications survey reveals, OOH is more effective than TV for some aspects of connecting with consumers. The media format is also a “social media amplifier” according to Emarketer. Consumers who notice the best out-of-home advertising take the following actions:
- Search for social media handle featured on the ad 47%
- Follow a social media handle seen on the ad 43%
- Scan a QR code from an OOH ad that sends them to a social page 43%
Conclusion
Local accounts that can benefit from OOH ad purchases include home builders, hair replacement centers and powersports retailers. This information is from AudienceSCAN. To learn more, explore a subscription with AdMall, which powers AudienceSCAN and show your accounts how to launch the best out-of-home advertising campaigns.
Image by Lukas Hartmann on Pexels
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