- Spending on out-of-home (OOH) advertising grew 4.5% in 2018 above the previous year to arrive at $8 billion, in line with an Out from Home Advertising Association of the usa (OAAA) report revealed to Marketing Dive. In Q4, spending increased 7.2% year-over-year, the main quarterly increase since prior to the Great Recession.
- The growth is usually a record high for the format, that’s seen 35 consecutive quarters of growth. Digital OOH represented 29% with the total 2018 OOH revenue, but there are also increases inside four main formats: billboards, street furniture, transit and place-based.?
- The top 15 advertisers in 2018 in OOH spending include Apple, McDonald’s, Geico, Netflix, Google, American Express, Metro By T-Mobile, Amazon, M&Ms, Chevrolet, Facebook, Universal Pictures, Coca-Cola, AT&T,?and Comcast. Apple and McDonald’s have held the highest two spots for six consecutive years. One fourth of the top players advertisers were tech companies, including Facebook, Amazon, Apple, Netflix and Google. Thirteen advertisers above doubled their 2018 OOH spend: Facebook, Pepsi, Allstate, Uber, U.S. National Guard, Pfizer, Warner Bros, HCA Healthcare, Oculus, Crown Imports, JP Morgan, Diageo while stating Street Global Advisors.
The OAAA report underscores how, along with the digital age, marketers still find value in traditional ad formats like OOH. Combining traditional OOH with digital and interactive experiences is actually a trend more marketers are embracing, as evidence by the OAAA finding that digital OOH represents nearly yet another of total spend.?
McDonald’s, an excellent OOH spender, recently earned 6.4 million mobile impressions?using a campaign linking OOH billboards and in-app advertising on Waze. The campaign leveraged much more than 300 billboards with geofencing technology in California for everyone Waze users a billboard format called Zero Speed Takeover whenever their car arrived at the complete stop for a variety of seconds. The ads promoted McDonald’s menu items and included a call-to-action guiding Waze users to nearby restaurants. It reached 1.9 million unique consumers in the eight-week run in October and November in 2009.?
OOH remains popular with marketers for their opportunity to reach large audiences, usually in high-traffic areas, and deliver unique experiences to on-the-go consumers. The format also leads to high engagement levels. Tech companies embraced OOH due to the broad reach additionally, the capability include it with mobile targeting, which could offer valuable consumer insights.?
Brands that dedicate 15% if not more in their media budgets to OOH saw a 24% increase in brand trust, a 106% rise in understanding of brand quality and a 275% develop customer loyalty, reported by a research by Rapport, IPG Mediabrands’ OOH division. OOH could also elevate the strength of other ad investments, including 31% for online ads, 80% for paid search and 56% for web 2 . 0.?