In a continuation of the strong finish to 2021, OOH ad spend generated the largest quarterly increase in the medium’s history rising 40.5 percent in the first quarter of 2022. The digital OOH format led total OOH growth with a 57 percent increase over first quarter 2021. […]
In new OAAA and Comscore research examining online actions taken by consumers following exposure to ads, the findings revealed OOH is much more efficient in generating results than TV, video, radio, banner, and print ads. […]
OOH advertising spend increased 16.7 percent over 2020, ending with an extraordinarily strong fourth quarter that generated 37.4 percent growth. Total year 2021 OOH spend was $7.1 billion, led by digital OOH with the segment jumping 22.7 percent compared to 2020. Fourth quarter DOOH grew 49.6 percent over the same period the previous year. […]
MAGNA projects an 11 percent increase for OOH in 2022, and the latest OAAA and Harris Poll research provides insights about the growth drivers. […]
By Steve Nicklin. According to Kantar, OOH automotive ad spending is off to a great start in 2022, with January pacing 23 percent ahead of 2021. Automotive dealer spend, which represented 79 percent of the OOH category in January, is up 18 percent, while manufacturer brand spend is up 56 percent, and dealer association spend is up 36 percent. […]
The latest OAAA and Harris Poll research reveals even greater opportunities for OOH advertisers as consumers plan to take more vacation time this summer than in 2021. […]
Last week’s webinar highlighting the latest OAAA and Harris Poll research focused on a number of key opportunities for OOH, including the upcoming retail seasons of Mother’s Day, Father’s Day, graduations and weddings. OOH play a significant role in informing and influencing consumers during these important selling seasons. […]
The 2022 election cycle should hit a new record for midterm political ad spend, and reach almost $9 billion, which would be a 130 percent increase over 2018. In 2020, OOH political ad spend grew 65 percent over the previous presidential election year of 2016, so 2022 presents the industry with immense opportunity. […]
In their latest review of major media CPMs, Solomon Partners, a leading financial advisory firm, found that out of home ad buys provide significantly more value in terms of reach versus television, radio, and print, as well as most online advertising. The report, Solomon Partners’ 2022 U.S. […]
In their latest review of major media CPMs, Solomon Partners, a leading financial advisory firm, found that out of home ad buys provide significantly more value in terms of reach versus television, radio, and print, as well as most online advertising. The report, Solomon Partners’ 2022 U.S. […]
OAAA’s annual presentation, designed to provide insights and data to help members drive business, covered the five top OOH trends for 2022, and reviewed the six key topics in the government affairs arena. […]
As we launch into the new year it’s time to take a look at the Out of Home media trends for 2022. No matter where you look, 2021 was a year to remember for marketers – and not always in a good way. But the turbulence experienced while navigating the now-cliche “new normal” wasn’t all bad. […]
The 2021 holiday retail season presents enormous opportunity for retailers, especially as they look to make up ground lost in the pandemic. […]
We are thrilled to unveil the 2021 OOH Industry Award winners. The awards, first launched in 1991, honor individuals who have added to the legacy of the OOH industry with extraordinary contributions made over the years. The Hall of Fame Awards are dedicated to those who have spent their careers as advertising trailblazers for the OOH industry. […]
When I saw that the California Avocado Commission was pleased with results of its current ad campaign, I had three thoughts: Our medium is effective The fresh fruit-and-vegetable industry has a long, proud history of promoting its products via out of home media, and The advertising archives (at Duke University) are filled with great-looking creative that tells our story “July is part of the peak California avocado season, with advertising and promotional support in full swing,” said Jan DeLyser, vice president of marketing for the Commission. […]
