Across industries, companies are recognizing that their current and future customers are overwhelmed with online brand content and disruptive video ads that can ultimately be skipped, scrolled past, or closed out. And so despite operating nearly exclusively via mobile apps and web browsers, the most popular digital-facing brands like GrubHub, Lyft, Ancestry.com and beyond are choosing to meet target audiences offline where they actually spend their time.
Urban consumers across top U.S. markets like New York City, Chicago, Boston and San Francisco are by large busy, tech-minded, and always on the move. And so, marketers are noticing a gradual increase in Out of Home (OOH) investment year-to-year, even by brands that exist solely in digital spaces.
Just as walk-in restaurants and brick-and-mortar retail rely on footfall, digital brands like these require online and mobile device action whether that’s a website visit, app download, first time sign-up, or digital purchase. Given the cluttered and often oversaturated state of online advertising, OOH offers an impactful alternative that’s proven to drive visibility, retention, and of course, action.
Ancestry
OOH Drives Critical and Cost-Efficient Response
Just for example, a 2022 study from Comscore and OAAA indicated that despite OOH accounting for only 4% or just over $7 billion of the total $179 billion spent on all media that year, it accounted for 22% of all search engine action- an index of 5.3 times the expected rate given its relative spend. These insights are just a peak into OOH’s exceptional value.
Lyft
Later research from The Harris Poll prove that digital OOH (DOOH) formats take value and impact to new heights; 73% of U.S. adults view DOOH ads favorably, significantly higher than competing media like video, social, print, and online. Gen Z, Millennials, and Urbanites in large cities in particular rank DOOH with the highest favorability of all ad media, and nearly half of study participants state that DOOH ads are likely to make them act, also higher than any competing media.
That same report also highlighted that when it comes to mobile action, of the 74% of adults who took an action after recent DOOH ad exposure, 44% performed mobile search about the advertiser, 38% visited the advertiser’s website, and 26% used or downloaded the advertiser’s app.
AI, B2B and Fin-Tech Leaders Amplify Capabilities
In the increasingly digital world of business and everyday financials, OOH is delivering relevant ads where it’s most likely to meet its target audience of c-suite leaders and money-conscious employees. Dense downtown networks of JCDecaux street furniture place messages from emerging and established software, tech, and B2B advertisers in the heart of corporate business hubs across some the most important U.S. markets.
OOH for Digital Brands: Highlights
Explore how leaders in online and mobile technology are driving engagement in the real world in our highlight video.