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Out of Home

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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.

  • OOH advertising revenue experienced a decrease of 45 percent in the second quarter of 2020, which accounted for $1.48B.

(Source: Outdoor Advertising Association of America, 2020)

  • Leading out-of-home advertising categories in the U.S. as of Q2 2020, by ad spending in thousands
    • 831K - misc. services and amusements
    • 317K - retail
    • 297K - media and advertising
    • 230K - insurance and real estate
    • 227K - restaurants
    • 200K - public transport, hostels and resorts
    • 197K - financial
    • 137K - schools, camps & seminars 
    • 130K - automotive dealers and services

(Source: Kantar Media; Miller Kaplin; OAAA, 2020)

This huge category is divided into four sectors, covering an array of advertising options listed below with the number of displays for each in 2020:

  • Billboards
    • Bulletins – 164,370
    • Digital Billboards – 9,600
    • Posters – 147,029
    • Junior Posters 19,818
    • Walls/Spectaculars – 2,289
  • Street Furniture
    • Bus Shelters – 63,239
    • Urban Furniture - 39,128
      • Bus Benches
      • Newsracks
      • Newsstands
      • Phone Kiosks
      • Urban Panels
    • Digital St. Furniture – 5,742
  • Transit
    • Airports – 29,476
    • Digital Airports – 2,350
    • Buses – 1.05MM
    • Retail/Subway – 365,113
    • Digital Rail/Subway – 5,454
    • Digital Transit - 7,847
    • Mobile Billboards - 514
    • Taxis – 44,008
    • Digital Taxis – 33,800
    • Truck Side – 3,501
  • Place-Based OOH
    • Arenas & Stadiums - 961
    • Cinema – 35,800
    • Digital Place-Based Networks – 1.25MM
    • Interior Place-Based
      • Convenience Stores
      • Health Clubs
      • Restaurants/Bars
    • Exterior Place-Based
      • Airborne
      • Marine
      • Resorts & Leisure
    • Shopping Malls – 21,700
    • Digital Shopping Malls – 5,830

(Source: Outdoor Advertising Association of America, 2020)

  • Level of attention paid to digital billboards as of March 2020: 
    • All the time: 19%
    • Most of the time: 31%
    • Sometimes: 38%
    • Almost never: 10%
    • Not sure/never: 2% 
  • Actions taken as a reaction to seeing digital billboard ads:
    • Visited website/searched online: 34%
    • Visited advertised store, restaurant, other business: 32%
    • Saw advertised movie or TV show: 25%
    • Visited social media site: 23%
    • Recommended product/brand: 18%
    • Attended advertised sporting event, festival, concert: 17%
  • Level of attention paid to digital OOH mobile billboards:
    • All the time: 25%
    • Most of the time: 32%
    • Sometimes: 32%
    • Almost never: 8%
    • Not sure/never: 3%
  • Actions taken as a reaction to seeing mobile digital OOH billboard ads:
    • Visited website/searched online: 35%
    • Visited advertised store, restaurant, other business: 35%
    • Saw advertisied movie or TV show: 28%
    • Visited social media site: 28%
    • Attended advertised sporting event, festival, concert: 23%
    • Recommended product/brand: 20%

(Source: Statista; Nielsen; OAAA, August 2020)

Digital billboards are on the rise and are the fastest growing in the OOH category among traditional billboards, street furniture, transit and place based. In the first half of 2020, there were approximately 9,600 Digital billboards as opposed to 6,700 digital billboards in 2016. That equates to a 43.3% increase over that time period.

  • In 2020, Digital Out-of-Home (DOOH) will account for 1/3 of total DOOH ad spending.
    • As of the first half of 2020, there are 5,742 digital street furniture ad placements, 7,847 digital trasit displays and 5,830 digital shopping mall placements. 
    • Digital billboards are the most common type of DOOH advertising.

(Source: eMarketer, June 2020) 

OOH revenue

  • According to Statista, as of October 2020, traditional OOH advertising spend hit $20,436MM while digital OOH advertising spend hit $16,623MM. 

(Source: Statista, October 2020)

  • Billboards generated approximately 1,217.2MM in revenue for OOH advertising
    • Transit generated 156.6MM
    • Placed-based generated 51.7MM
    • Street furniture generated 51.7MM

(Source: OAAA, OOH by Format Q2 2020)

  • 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

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