The Outdoor Advertising Association of America (OAAA) and Nielsen surveys found that 46 percent of adults searched for a brand or product they first saw in an OOH ad. Ocean NeuroScience found that 48 percent of consumers are more likely to click on a mobile ad after seeing the same ad first on OOH advertising.
OOH is the only traditional media that is growing. TV, radio, newspapers, and magazines are all contracting. OAAA predicts the sector will exceed $8 billion in ad spending this year.
One company that is all in on OOH advertising is the online marketplace eBay, which has heavily invested in the medium.
Chief Marketing Officer Gareth Jones said OOH is about taking a digital brand and making it a physical reality. “Now you can change the message on the fly,” he said.
Gulab Patil, CEO of Lemma Technologies, speaking at an international OOH conference, said DOOH is the future of the advertising industry. “For growth in the future we have to accept the change and revolution in the digital space,” he said.