The association sponsored studies from MRI/Simmons and Nielsen to gain a better insight into the state of OOH advertising in America.
With the platform in good health and poised to continue in its growth, the association found contributing factors to be cannabis, political events, insurance companies, and being on the move.
According to OAAA, cannabis has caused “rocket-like growth” in OOH, with research consultancy, Kantar, estimating that OOH made up almost 50% of OOH adspend in the first eight months of 2019.
The Nielson study found a strong link between OOH advertisements and consumers’ use of their mobile phones.
Consumer mobility is at an all-time high with record miles being driven on US roadways, record levels of airline passenger travel, and near-historic highs of transit ridership. It all adds up to more OOH viewers”
Findings showed that 66% of smartphone users turned to their devices after viewing an OOH ad in the past year. 42% searched for an OOH advertiser, and 39% noticed directional OOH ads.
The association credits a culture of being on the move for OOH adverts reaching a wider span of audiences. The Nielson study also discovered OOH to reach 90% of travellers over the age of 16 in one month, with 80% reached in a week.
In its report, OAAA says: “Consumer mobility is at an all-time high with record miles being driven on US roadways, record levels of airline passenger travel, and near-historic highs of transit ridership. It all adds up to more OOH viewers.”
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