This research simply proves what we, and many of the brands, have felt all along. The power of OOH in driving online action is the reason that 25% of the top OOH spenders come from the tech/digital category. Specifically, we see elevated social conversation surrounding the location of a campaign. Here at Outfront we have seen the same trend on a campaign level. Today, social media integration is table stakes for brand stories communicated through the Outfront platform, whether it be through aligning with a #NationalDay, a social influencer or directly incorporating a Snapcode into the creative. The number of social activations has also increased since the last study was conducted in 2013. In fact, when activation was indexed against media spend, OOH performed nearly four times the expectation. What they saw was that OOH delivered more online activity, per dollar spent, than any other offline medium. In the same Nielsen study, OOH’s effect on online activations across Facebook, Twitter and Instagram was measured. Lastly, OOH is a great driver of social activity. For this reason, we have seen an influx of startups using the Outfront platform to gain general market awareness and subsequent customer acquisition. The second study comes from Nielsen and shows that 46% of those exposed to an OOH ad searched for the brand over the past six months. First, Omnicom Group’s Benchmarking reported that when added to the media plan, OOH increased search’s RROI by 37%, further solidifying the power of the two mediums. Two studies show OOH’s effect on search activations. ![]() Earn the attention of your desired audience and they will find you. In today’s smartphone infiltrated world, OOH doesn’t need to work harder, just smarter. This natural synergy is one of the main reasons we have seen over 1,000 clients on the Outfront Mobile Network over the past year. Better yet, research from Ocean Neuroscience shows that consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on OOH first. Specifically, 68% of mobile use is done on the go and 70% of a consumer’s day is spent outside the home. Marketers, both national and local, are increasingly combining mobile with OOH assets as it is an innate part of the “outside the home” experience - plus both are steeped in location.
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