New study finds more than 90% of US travelers notice out of home advertising.

2019 Nielsen Study

 May 21, 2019 (Las Vegas, NV) – A new report reveals 90 percent of US travelers have noticed outdoor advertising in the past month, and 80 percent have noticed outdoor ads in the past week.

The Nielsen study, which offers a detailed look at America’s travel habits and exposure to outdoor ads, found roadside billboards are the most noticed outdoor advertising format. Eighty-one percent (81%) of adults surveyed have noticed a billboard in the past month, while 55 percent have noticed a digital billboard.

The study also found high levels of engagement with outdoor ads in the past month, with 81 percent of adults noticing ad messages. Billboard advertising is the most engaging category; 85 percent who saw a billboard noticed the ad message.

“This study, which is the most in-depth analysis of outdoor advertising formats we’ve ever done, highlights the effectiveness of outdoor ads as a highly engaging ad medium," said OAAA President & CEO Nancy Fletcher. “The research reveals consumers are interacting with outdoor ads at record levels.”

Additional report highlights include:

·       66% of smartphone users took some type of action on their device after seeing an outdoor ad

·       More than 40% searched for a brand online after seeing an outdoor ad 

·       20% of those who saw a directional outdoor ad immediately visited the advertised business

·       74% who visited a business after seen a directional outdoor ad made a purchase

·       Adults ages 16 – 34 is the demographic most engaged with outdoor advertising

“Outdoor advertising drives consumer action in the real world,” said Stephen Freitas, OAAA chief marketing officer. “Younger affluent consumers notice outdoor advertising the most, which is why the industry is seeing exceptional growth in sectors like technology and direct-to-consumer.”

Nielsen conducted 999 online surveys March 27 - April 5, 2019, with a national sample of US residents age 16+. Respondents were screened for having traveled on foot, in a car, truck, or other private vehicle, ridden as a passenger on a public bus, taxi, commuter rail, or subway, in the past month.

Source: Nielsen, OAAA