The majority of US adults are exposed to and notice out of home (OOH) advertising, according to a new study. The 2013 Arbitron Out of Home Advertising Study found roughly 75 percent of US adults have noticed advertising on multiple OOH formats in the last month, including billboards, public buses, bus shelters, commuters rails, and more. Of those who notice the ads, about 40 percent say OOH media has prompted them to visit a store or restaurant, or watch a TV program they saw advertised.
OOH media viewership levels rise to 84 percent among those who have driven or ridden in any vehicles in the past month, which accounts for about 90 percent of US adults, according to the study.
“Americans are on the go more than ever, traveling an average 169 miles a week,” said OAAA President & CEO Nancy Fletcher. “This new study confirms OOH viewership is very high, and those exposed are paying attention and acting on it.”
The study found OOH media is driving in-store traffic, restaurant visits, web traffic, and mobile response. Forty percent (40%) of those who have viewed an OOH ad in the past month have visited a store or restaurant they saw, with 26 percent of those visitors having done so immediately after seeing the advertisement. Nearly one in four (26 percent) adults who have viewed an OOH ad have visited a website advertised, and one in 10 (12 percent) have accessed their mobile devices as a direct result of seeing an OOH ad.
Billboards are particularly effective, according to the report. More than 66 percent of travelers have seen a billboard advertisement in the last month, and more than 40 percent have seen a digital billboard.
OAAA Chief Marketing Officer Stephen Freitas commented, “As we can see from the results of this study, engagement with OOH advertising is very high. Most Americans take the time to look at OOH ads, and nearly half look at the same ad each time they pass. Consumers are proving what marketers and advertisers have realized for a long time: OOH amplifies a brand and gets consumer into stores.”
The report also concludes that OOH ads generate buzz. About 40 percent of OOH media viewers have talked about products they saw advertised, and nearly 10 percent have blogged or posted to a social network.
Arbitron and Edison Research completed 912 surveys with US residents over 18 years old to investigate Americans’ travel habits and their relationship to OOH media. The report was sponsored by the Outdoor Advertising Association of America (OAAA).