OOH Drives Online Actions 5X-6X Above the Expected Rate
Matt Schutzman
Senior Director, New Business
matt@pjxmedia.com
January 28, 2023
“The data showed that OOH, television, and video ads all rated similarly but the critical difference is that while TV and video ads command 68% of all advertising dollars in the US, OOH accounts for only 4%.”
Out of Home Media delivers a high rate of online action relative to its ad spend and is a substantial value compared to other media channels. Still, not all OOH is created equal. It’s a highly fragmented space and can be difficult to plan for. Project X makes OOH planning easier for brands and has invested in creating more certainty in the outcome.
In today's connected world, it's no secret that we're all glued to our phones. It's easier than ever to search, share, post, and buy anything you see advertised by brands today, no matter the media channel. What might surprise you is that the OAAA and ComScore are releasing new findings that suggest OOH drives online actions 5X-6X above the expected rate. Interesting right? But what does that mean and how should you consider it as a marketer today?
In March of last year, 1,580 US consumers (A16-64) were surveyed online, focusing on actions they recall taking as a result of seeing or hearing ads across various media platforms. The actions included online search, posting about a brand, app downloads, and purchases. The advertising platforms included out-of-home media, television, radio, print, banner ads, and video ads. The data showed that OOH, television, and video ads all rated similarly and generated the highest share of action across all consumer actions tracked. However, the critical difference is that while TV and video ads command 68% of all advertising dollars in the US, OOH accounts for only 4%. This suggests that OOH is an undervalued media format!
As a Director of New Business for the Project X team, I couldn’t be more excited about the future of our Out of Home Media industry and the value we bring our brand and agency partners.
If you're looking to learn more about billboard advertising and OOH in general, I'd love to schedule some time now to discuss your marketing plans and how Project X can be a valuable partner to help you execute measurable and impactful OOH campaigns.
