Email Dollars Will Be Moved Into OOH Advertising, Study Predicts

Now that the COVID-19 pandemic is easing, email budgets may be facing pressure from out-of-home (OOH) advertising, the ad channel that includes baggage-claim carousels, ATMs, taco trucks, billboards and sidewalks, according to Rising Above Digital Fatigue With OOH, a study by, conducted by Kickstand Communications. 

Of the marketers polled, 98% use digital channels, but 67% say their returns have declined. And 60% blame it on digital fatigue on the part of consumers. 

So 33% of marketers are testing OOH, and 61% are interested in it. And of those that use it, 92% plan to increase their OOH spend in 2022. 

Some are moving dollars allocated for email, paid search and paid social advertising, the study says.

The respondents see OOH as essential for brand building (93%) and more effective now than before the pandemic (91%). And 99% see OOH as a counterbalance to digital fatigue.  

In addition, 84% predict a rise in OOH. 

Of those who pursue OOH, 45% are using only traditional forms, and 42% only digital. 

But only 76% of those who use digital placements are confident in their results, versus 96% of traditional placement users.  

Success is measured in these ways:

  • Digital integration — 77%
  • Promo codes — 60%
  • QR codes — 58%
  • Comparison of before and after numbers — 50% 
  • Unique landing pages — 37% 

Kickstand Communications surveyed 600 marketing professionals across 45 U.S states. 

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