The Digital Age
In the digital age, Americans are spending more and more time online, and advertisers are shifting their dollars accordingly. Much has been made of the declining share of traditional mediums, but there is one channel that has held strong. Out-of-home (OOH) spending increased 1.2 percent from 2016 to 2017, reaching $7.7 billion, according to data released by the Outdoor Advertising Association of America (OAAA) and Q1 of 2018 showed continued gains. What makes OOH maintain its growth in an increasingly digital market?
First of all, OOH still gets consumers’ attention. While they DVR past TV ads and flip channels on the radio, the OAAA found more than 80% of Americans notice five or more OOH ads a day. Further, out-of-home ads don’t suffer issues of viewability that can be a concern in the digital space. Many online banners are ‘below the fold’ and will only be seen if the user scrolls down, while others may be slow to load and the user may leave the page before the ad can render. Of course, there’s still no guarantee people will notice an OOH ad, but advertisers can at least be certain their ad was viewable by human eyes.
Kinetic Panel (reported by Digital Signage Today) surveyed 1000 people, finding that many in the 18-34 age bracket said they would take direct action influenced by digital poster advertising. From that group, 43 percent said they’d ‘definitely’ download a special deal voucher from such an ad, and 24 percent reported they would download an app or game.
The survey also revealed that users actually crave personalization in ads. Respondents were interested in ads that are relevant to their personality and activities, and even requested the use of more facial recognition software in digital signage!
Advertisers are responding with more targeted messages, with the help of enhanced audience measurement techniques enabled by mobile device data. As mobile-sourced geographic targeting improves, it allows advertisers to target and measure more accurately.
Out of Home’s share of total ad spend has remained steady, and can continue to increase as long as advertisers can get the metrics they require to justify spend. Make sure you have a system in place to deliver targeting and measurement data advertisers need.
StreetMetrics is committed to helping transit media vendors put brands messaging in front of the right audience at the right time, and maximize their reach. Our proprietary audience measurement technology and performance dashboard deliver accurate and actionable campaign metrics and automated reports to share with your advertising clients.