Out-of-Home Advertising Drives 3 Times More Online Search Activity than TV, Radio and Print
NEW YORK, NY — The Outdoor Advertising Association of America (OAAA) has released a white paper aimed at demonstrating the value of out-of-home advertising in a world where digital’s effectiveness and trustworthiness has been thrown into question.
This is What Reality Looks Like, written in partnership with agency of record Partners NYC (PNYC), will be made public as 4A’s Transformation 2016 kicks off in Miami, and is a comprehensive analysis of the OAAA’s widely covered Feel The Real campaign. Along with the white paper, the OAAA also released a video case study of their findings.
“With Feel The Real, we conducted a two-month-long experiment to prove the immense value of out-of-home advertising while communicating its power and purpose,” said Stephen Freitas, Chief Marketing Officer at OAAA. “I believe these results will spur much needed conversation in our industry.”
Launched at Advertising Week 2015, Feel The Real saturated New York City and 20 major markets nationwide with over 1,400 unbranded OOH units, both digital and traditional. Out-of-home ads were deployed at eight different levels of targeting, narrowing in on media agencies and even individuals with over 280 custom messages.
All ads drove traffic to www.feelthereal.org, with a remarkable 40% of visitors falling into OAAA’s core target, marketing and advertising professionals, and 85% of visitors accessed the site, primarily through mobile, after seeing an out-of-home advertising in the real world.
“In today’s world of ubiquitous camera phones and social media, targeted out-of-home can be a powerful way to generate significant and 100% bot-free digital engagement,” said Ted Florea, Chief Strategy Officer at PNYC. “I think this report will inspire media planners and creatives to see out-of-home as playing an essential role in digital media plans.”
To further expose digital advertising’s reality problem, OAAA also created mirror sites and bought “100% guaranteed human” traffic from “highly reviewed” web traffic brokers. Google Analytics revealed a different story, with virtually all of the supposed U.S. traffic coming from botnets in Russia, China, Indonesia, the Philippines and elsewhere.
Additional findings from the OAAA’s report include:
- Programmatic display ads attracted 14% more bot traffic than average while programmatic video invited 73% more bots
- 40% of the world’s Internet users have installed some sort of ad blocker, up from just 28% in mid-2015
- Less than 8% of digital impressions are ever seen by a real person
Attendees of the 4A’s Transformation conference will be greeted at the Miami International Airport with a special out-of-home takeover.
Photo courtesy: Pisa Photography/Shutterstock
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.