Study shows OOH drives more online activity than banner ads.

Nielsen conducted a mass survey that asked participants about their online visits over the previous six months in response to advertising they saw. Nielsen discovered that, per dollar spent on advertising, out of home leads to more online activity than TV, Radio, or Print.

OOH delivers four times more online activity per ad dollar spent.

In this example, out of home accounts for 22% of search activations but only 7% of the media ad spend; therefore OOH's search activation index is 335. This “over-performance” for out of home ads continues in the other three activity categories, where the index value is greater than three times the expected rate.

Out of Home generates more online buzz than other media.

Desktop banner ads totaled almost $9 billion in 2016, so this research helps position OOH in realignment of budgets focused on driving online results. OOH’s connection to digital media is stronger than ever, boosting online search and social media activity more than other traditional media and online banner ads. OOH and digital ad spend is on the rise because the media perfectly complement each other, working to drive people in the real world to go online.

Download the Nielsen Online Activation Study »

Sources: OAAA, Nielsen