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As part of their online activation report, OAAA found that while out-of-home is on par with other media in terms of eliciting action from consumers who’ve been exposed to the ads, it is a far more effective medium relative to its cost.
- OOH accounts for only 4.1% or $7.35 billion of the total $179 billion spent on all media, however it accounted for 22% of search engine action- an index of 5.3 times the expected rate given its relative spend.
- Within the past six months, 41% of US adults used a search engine to look up information after being exposed to an out of home ad, while 33% searched the advertiser on social media, 30% searched for videos about the advertiser, and 28% visited the advertiser’s website.
There are several factors contributing to OOH’s growing effectiveness and value, including privacy concerns, more people being outside their homes, and a general dissatisfaction with online advertising.
An earlier consumer insights and intent report from OAAA and the Harris Poll found that 68% of consumers frequently skip online ads due to digital device burnout, while 43% are actively trying to spend less time on their phone, computer, or TV.