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A medium that people actually see (and use)
Among the most relevant conclusions of the report are:
- 88% have noticed some form of OOH in the last 30 days.
- 79% have seen at least one billboard ad during that period.
- 78% have taken some action in the last 60 days after seeing OOH, such as conducting online searches or visiting a store.
- Among those who followed directions from an OOH ad to reach a business, 78% ended up making a purchase.
In other words, OOH is not just "coverage," but also triggers behaviors very close to conversion.
OOH as a physical-digital connector
The study also highlights the role of mobile devices: more than half of adults who see OOH conduct searches or make online purchases in the following weeks. OAAA. In practice, this makes OOH:
- Traffic launcher to digital channels (web, social media, apps).
- Brand searcher, especially when using contextual messages or creatives adapted to the environment.
If OOH behaves as a mass medium but is highly activatable, the platforms that structure that inventory become key. From a media research perspective, Adcities can help:
- Map inventory (classic and digital) with mobility and context data.
- Explore how different formats contribute to the funnel (discovery, search, visit, purchase).
- Document cases where OOH drives traffic to digital channels, connecting them with the metrics already used by online marketing.
«It's not about advocating for OOH over other media, but about integrating it into an omnichannel strategy based on data».
How does OMI work?
We connect your outdoor inventory to a network where brands buy audiences, not faces.
What does the brain tell us about outdoor advertising?
Outdoor advertising has been present on streets, highways, and stations for decades. However, it is only recently that we have begun to measure its impact directly on the brain. An Australian study by the Outdoor Media Association, presented by Grant Guesdon, uses neurophysiological metrics to compare different OOH formats and suggests turning this data into an impact indicator for media planning.
Market Data
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Digital OOH: when the street behaves like a digital channel
A recent study by the OAAA and The Harris Poll on the effectiveness of DOOH shows that 73% of adults view digital out-of-home advertising favorably, a figure higher than that of other competing media, and 76% have taken some action following a recent exposure to DOOH.
OOH Reports
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From memory to ROI: measuring the true value of DOOH
In the report 'From Memory to Result: Why Digital Out-of-Home Advertising Outperforms Static Ads and Generates Measurable ROI', mFour explains how DOOH, supported by advanced attribution tools and mobility data, can drive a more dynamic campaign and increase consumer actions compared to traditional static advertising.
OOH Reports
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