Adding out-of-home (OOH) advertising formats to other media can significantly boost a campaign’s reach, says the Outdoor Advertising Association of America (OAAA) in a May 2012 report conducted by the Media Behavior Institute. The study tabbed the reach of billboards highest among outdoor formats, at 83% of adults aged 18-64, with alternative (42%), street furniture (28%), and transit (11%) following. Comparing these formats to the reach of other media, the report suggests that coupling billboards with mobile advertising can increase mobile’s reach by more than 300%, while billboards and the internet together can more than double the internet’s reach in the afternoon.
Other results indicate that combining street furniture with social networking can increase the latter’s reach by up to 66%.
OOH Audiences Feel More Positive
Data from the “USA TouchPoints” study indicates that consumers feel more positive when exposed to OOH advertising, when compared to other media such as live TV. For example, on an emotional index, a higher proportion of the billboard audience than live TV audience feels confident and excited, while 40% less feel bored (9% vs. 15%). This pattern extends to other media, too: billboard audiences are slightly more likely than radio audiences to say they are happy (72% vs. 68%), while alternative audiences are much less likely than live TV audiences to be bored (5% vs. 15%). Similarly, radio listeners are twice as likely to feel frustrated as alternative audiences (16% vs. 8%), and live TV audiences are 40% more likely than transit audiences to be frustrated (14% vs. 10%).
The study used data from 1,000 smartphones diaries to capture data every 30 minutes over 10 days, tracking details such as activities, emotion, location, media use, and social setting.
One reason why OOH ads might be received positively by their audiences is that they provide a welcome distraction from daily life, particularly while traveling, which accounts for 62% of away-from-home time. Indeed, results from a CBS Outdoor survey released in March 2012 indicate that two-thirds of the European adults surveyed agreed that outdoor advertising is a welcome distraction while traveling, a proportion that rose to 72% among 18-34-year-old smartphone and tablet owners.
OOH Audiences Highly Engaged in Other Activities
The study also finds a significant proportion of OOH audiences are also using other media. For example, 63% of billboard’s audience uses radio in the same half-hour, a proportion that drops to 56% among 18-34-year-olds, but rises to 71% among those with $75k or more in annual household income. Similarly, 21% of transit’s audience also text, use an application or browse the internet on mobile in the same half-hour, rising to 31% among 18-34-year-olds.
The overall reach of transit ads is smaller on the weekend than during the week (8% vs. 12%), as it is for billboards (79% vs. 84%). Reach is the same during the week and the weekend for street furniture (28%), while it rises on the weekend for alternative (44% vs. 41%).
Only 6% of street furniture audiences are bored.
7% of the alternative audience aged 18-34, and 14% of the transit audience in that age group use social networking sites in the same half-hour.