Adding out-of-home media to a campaign's mix boosts weekly audience reach by as much as 100% or more depending
on the medium, according to a study released Monday by the Out-of-Home Advertising Association of America (OAAA).
The study -- which was conducted by MRI-Simmons and included results
from its massive Winter 2019 National Consumer Study, as well as a custom online study of 2,400 respondents -- found modest incremental audience reach from adding out-of-home to ubiquitous media such
as mobile to more than double the reach of newspapers.
Other findings highlights include that adding out-of-home media to a digital video ad campaign amplifies exposure and can double, triple,
or quadruple the audience reached:
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video streaming +132%
TV or movie smartphone/tablet apps +226%
downloading/streaming on cell or smartphone +306%
mobile video viewing +340%
“The
connection between out-of-home and digital media is undeniable," notes OAAA President & CEO Anna Bager, adding: "We are a mobile society constantly connected through our devices; exposure to
OOH can boost engagement with those devices and other media.”