Digital OOH: A Powerful Marketing Solution for Pandemic-Drive Challenges

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A just-released survey of nearly 250 US brand and agency OOH media decision makers revealed very positive sentiment about digital OOH. The advertiser intent revealed in the survey reflects the findings of this year’s OAAA Nielsen DOOH consumer studies showing the format drives high levels of consumer engagement and action.

The online advertiser survey was commissioned by Verizon Media and key findings include:

  • 90% agreed DOOH is the right place to invest currently due to consumers’ device fatigue and a shift to spending more time outdoors due to the pandemic.
  • DOOH budgets are recovering from the economic downturn with 39% of advertisers reporting they expect to increase DOOH spending immediately or within the next 6 months, and 59% expecting to increase spending within 18 months.
  • Nearly all respondents (94%) say they are interested in DOOH because they need more reach than social and display investments generate.
  • 92% say DOOH has improved their brand metrics, and 91% say DOOH can deliver on both upper and lower funnel metrics.

This Verizon survey data aligns with the Nielsen studies highlighting the power of DOOH to drive measurable and meaningful value for advertisers. In today’s complex and rapidly changing marketplace, DOOH not only builds enormous consumer awareness and engagement, it also offers flexibility and immediacy that is even more valuable to brands. Like all forms of OOH, consumers notice DOOH, engage with it and ultimately respond by making purchases.

Key highlights of the Nielsen DOOH studies include:

Among consumers noticing digital billboards

  • 52% noticed digital billboards that gave directions to a store, business, or restaurant
  • 57% of them immediately visited the business after viewing the ad
  • 93% of those visiting the business made a purchase
  • 52% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital billboard in the past year

Among consumers noticing digital street furniture

  • 51% noticed digital street furniture ads that gave directions to a store, business, or restaurant
  • 65% of them immediately visited the business after viewing the ad
  • 92% of those visiting the business made a purchase
  • 62% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital street furniture ad in the past year

Among consumers noticing digital rail/subway/train transit

  • Over 50% noticed digital transit ads that gave directions to a store, business, or restaurant
  • 48% of them immediately visited the business after viewing the ad
  • Over 80% of those visiting the business made a purchase
  • Approximately 60% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital transit ad in the past year

Among consumers noticing digital place-based

  • 45% noticed digital street furniture that gave directions to a store, business, or restaurant
  • 70% of them immediately visited the business after viewing the ad
  • 89% of those visiting the business made a purchase
  • 54% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital billboard in the past year

Access Infographics highlighting top-line proof points for the seven DOOH formats reviewed in the studies here:

The full Nielsen DOOH reports, which also include granular data on mobile billboards, airports and taxis, are available on OAAA’s website: Nielsen DOOH – Billboards, Street Furniture, Place-Based and Airports; and Nielsen DOOH – Transit.

Source: Nielsen, Verizon Media

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