OOH advertising is the most effective offline medium in driving online activity, according to a new study released by Nielsen. The study found that OOH delivers more online activity per ad dollar spent compared to television, radio, and print.
The survey shows that online activations including search, Facebook, Twitter, and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend. For example, OOH media accounts for 26% of gross search activations generated by TV, radio, print and OOH, combined but it only accounts for 7% of the total combined advertising spend.
“The Nielsen survey provides conclusive evidence of the value of OOH in driving online activity. OOH serves as a trigger for online search with consumers on the go,” said Rosanne Caron, President; OMAC.
To view the full study please click here.
Source: OAAA/Nielsen 2017