Out-of-home advertising continues to perform for marketers. While consumers are spending more time than ever with their mobile devices, when they look up from their digital screens, they notice OOH messaging. In the third quarter of 2016, reports the Outdoor Advertising Association of America, advertisers boosted their OOH spending by 2% over 2015.
The spending increases in some business categories are not a surprise. For example, purchases by politicians and related interest groups were particularly strong through the first three quarters of 2016. That spending level is likely to ease as we head into 2017. Other business categories which contributed to the $1.75 billion in OOH spending in Q3 this year include:
- Local Services and Amusements
- Public Transportation
- Hotels and Resorts
- Insurance and Real Estate
- Automotive Dealers and Services
Large marketers like McDonald’s and Verizon typically spend heavily on OOH formats. Beyond reaching out to big advertisers who buy local ads, media reps can boost their sales by tapping local clients and prospects who want to reach commuters.
Billboards remain a force in the OOH industry. But, these days, marketers in urban areas can reach subway or bus commuters by purchasing ads in transit shelters or on the sides of vehicles.
Stephen Freitas, OAAA chief marketing officer, emphasizes a key attribute of OOH formats that you should share with your clients.
“OOH continues to outperform most traditional media because in today’s world of clicks, likes, and page views, OOH is the real thing. It offers real-life impact in a digital world, and can’t be blocked, skipped, or viewed by bots.”
Spending on OOH formats will likely amount to an increase of 3.2% over 2015. The future looks bright for 2017 as well.