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Eye-catching and bold, out-of-home (OOH) advertising was one of the earliest forms of advertising and represents an excellent way for businesses to attract the attention of a mass audience.  The medium is particularly effective for local advertisers who want to build name recognition within the marketplace, but top national brands in telecommunications, finance, retail, real estate, and food services also rely heavily on this medium. Out-Of-Home advertising rose 2% in Q1 2018 Accounts for $1.68 billion in ad sales. marks eight years of consecutive growth for the industry. (Source: Outdoor Advertising Association of America - 2018) The greatest revenue growth was seen in the following categories: Financial +8.8% Miscellaneous Local Services and Amusements +5.8% Media and Advertising +3.4% Politics and Organizations +2.7% Restaurants +0.3% (Source: Outdoor Advertising Association of America – March 2018) This huge category is divided into four sectors covering a wide array of advertising options listed here with the number of displays for each in 2017: Billboard Bulletins  (152,367) Digital Billboards  (7,300 faces) Posters  (154,291) Junior Posters  (23,422) Walls/Spectaculars  (4,029) Street Furniture Bus Shelters  (60,897 displays) Urban Furniture  (32,122 displays) Phone Kiosks Bus Benches News Stands News Racks Digital Urban Furniture (3,641) Transit Airports  (68,560) Buses  (1.01 million) Commuter Rail and Subway  (364,785) Digital Transit (3,760) Mobile Billboards  (1,200) Truckside  (2,732 vehicles) Taxis/Wrapped Vehicles  (46,194 vehicles) Place-Based OOH Cinema  (34,350) Arenas and Stadiums  (1,352) Digital Place-Based Networks  (1.2 million screens) Interior Place-Based (C-stores, health clubs, restaurants, etc.)  (not available) Exterior Place-Based (Airplanes, Ships, Resorts, etc.)  (not available) Shopping Malls  (30,532 displays)
For many years out-of-home advertising garnered a minuscule share of total ad spending, around 1-2% of national/local media budgets.  Over the past 18 years, OOH media has seen impressive growth as digital and cinema advertising have accounted for a surge in spending. According to the Outdoor Advertising Association of America (OAAA), industry revenue hit an all-time high in 2016 of $7.6 billion How OOH spending is distributed: Billboards – 67% Transit Advertising – 18% Place Based – 10% Street Furniture – 4%
According to a 2018 Nielsen airport study, frequent flyers are very responsive to airport advertising: 80% noticing the media 42% taking acting including visiting a website, going to a store or learning more about the services/product.  Airport campaigns play a significant role in driving foot traffic: 84% of frequest fliers likely to visit restaurant  50% likely to visit a clothing/accessories/jewelry store 41% likely to visit a consumer electronics store More figures on airport advertising: 74% of frequest fliers arrive at the airport over an hour before boarding 67% dined at a restaurant 79% shopped for food/beverages 51% shopped for travel accessories/technology products/entertainment 87% spend time on their mobile devices while waiting for their flight 36% visted a website to find out more about a product/service seen in the airport
OOH industry growth and future success are predicated on a number of factors: Mobile consumers who are outside their homes most of the day Cost efficiency versus other media Innovations (primarily digital) that bolster the value of OOH advertising Less fragmented than many other media Recent introduction of a new ratings system to facilitate buying

Broad Reach: Offer potential for exposure among majority of consumers in their area
High Frequency: Drivers may pass well-placed billboards on a daily basis, with frequent exposure resulting in recall Passengers on mass transit, many other locations where advertising is placed are a captive audience, often for prolonged periods of time
Attention Grabbers: Large billboards can make a strong impact based on size, color, illumination Video boards are enhanced eyecatchers
Constantly Visible: Exposure to messaging is available 24/7
CoDigital OOH technology allows consumers to connect via digital devices to obtain more information, connect with advertiser’s site, even shop nstantly Visible: Exposure to messaging is available 24/7
Can build word-of-mouth by generating curiosity in “teaser” campaigns
Relatively cost efficient per unit compared to broadcast, print and digital media
OOH in airports, offices enjoy exposure to more upscale audiences
Cinema advertising typically delivers highly desirable teens and younger adults with disposable incomes
Place-based advertising reaches consumers at the point of sale
Billboards can direct prospective customers to a store, business or restaurant address
Effective:  Nielsen Out-Of-Home Advertising Study/Location Report 2016 Edition reported that: Digital interactivity can drive web traffic, generate mobile responses 79% of persons 16+ have noticed OOH advertising in the past week 1 out of 4 viewers using a smartphone have interacted with an OOH ad via an NFC sensor or QR code Approximately one third of billboard viewers look at the billboard ad each time, while 82% of billboard viewers glance at least of the of the time Place based printed or video ads have resonated with 63% of travelers, whether it be in retail stores, health clubs, offices or gas stations in the past month Actions taken after viewing OOH ads Used an online search engine (i.e., Google) to look up advertiser information - 24% Visited a restaurant advertised - 21% Watched a movie in theater - 20% Watched a television program - 20% Tuned into a radio station - 11%

Delivers mass audience but affords no demographic targeting capabilities
Fleeting Impressions for billboards Exposure time is very short, typically 4-8 seconds Exposure expanded if located near traffic intersection or areas where tie-ups occur
Difficult to measure exposure OAAA and Traffic Audit Bureau (TAB) initiated audited traffic counts for posters Typical visibility count ranges between 40-70%
Even those who see the creative are probably not fully engaged as they focus on other activities such as driving, limiting attention and recall
Consumers’ concentration on mobile phones may supplant any attention to billboards, other formats including site placed
Copy Limitations: Creative must be brief and direct to account for short exposure times
Inflexible: Once a message is up, it generally stays up through the duration of the contract, even if the advertiser’s needs have changed. Additionally, printing is expensive and may take weeks to produce and replace a display (New digital boards lessen this, but currently represent only a small percentage of OOH faces)
Creative can be easily damaged by weather or be vandalized
Poor Image: Government and environmental issues threaten OOH in some areas, limiting potential sites for placement
Clutter: In some markets or areas of markets there are so many billboards that individual messages may be swallowed up by the clutter
Potential for new venues is virtually unlimited (elevators, bathrooms, etc.)

In combination, radio and OOH deliver a balance of sight and sound to an on-the-go audience
Radio adds frequency to the reach of an OOH message that the consumer might see only once (or once a day) on a billboard
Few radio listeners frequently change stations while in their cars, so a targeted message on radio can effectively supplement mass exposure to OOH creative.
Combining radio with an outdoor campaign will increase reach and recall: Radio signals cover the market, outdoor messages are available only where displayed Radio travels with the consumer as they go about their daily routines and in all locations – at home, at work, and especially in cars Radio+OOH increases range and frequency to increase recall
Most OOH advertising is fixed and remains in place for a pre-set period of time. Radio ad copy can be changed quickly, so messaging changes can be implemented to supplement or clarify OOH
OOH ads can tweak consumer’s curiosity; radio ads will complement by delivering details
Inclement weather or adverse traffic conditions can adversely impact exposure to OOH advertising, but radio listening actually increases under these circumstances. American consumers depend on their car radios for weather and traffic reports, so OOH and radio make an effective drive-time combination every day.
For more information on radio: Glossary: http://www.rab.com/public/reports/buysellterms.pdf FAQs: http://www.rab.com/whyradio/faq.cfm Statistics and Trends: http://www.rab.com/whyradio/


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