More than 90% of US travelers have noticed some form of out-of-home advertising in the past month, according to a new study conducted by Nielsen.
“This detailed study highlights the effectiveness of billboards and other OOH formats as a highly engaging advertising medium,” says Nancy Fletcher, OAAA president and CEO.
More than one in three (37%) billboard viewers look at the messaging either all or most of the time
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This is dinner-table conversation all around the city, and we are excited to be playing our part!
Digital Ads are MUCH more noticeable than their static counterparts.
"travelers recalled seeing at least one specific digital billboard ad from 74 to 89 percent of time"
""The majority of respondents feel ads stand out more or just as much on digital billboards compared to other ad media. Seventy-one percent said "ads on digital billboards stand out more than ads online,""
"Travelers also are impressed with digital billboards' immediacy and ability to communicate timely, relevant information, the OAAA said, with 70 percent agreeing the medium provides current and important information."
"The study showed brand recall is high among travelers who notice digital billboards. Nielsen tested six different campaigns in five major U.S. markets and found that travelers recalled seeing at least one specific digital billboard ad from 74 to 89 percent of time."
Read it for yourself: