The Nielsen study coming from the US took a look at the searches initiated while on the go and what they found is quite impressive.
First, it shows the impact Out-of-Home (OOH) advertisement has on initiating online searches. The study found out that 57% of US adults have used Google, Bing or Yahoo as a result of OOH advertisement. What is very interesting is that companies only spend around 7% of the total offline media and donated by companies in 2016 – the others being the television (61%), Newspapers/magazines (19%) and radio (13%). With such little money invested into OOH advertisement, this media has turned out four times the expected level of online activations. Not only is OHH effective in initiation online activations for search engines, but it was also proven to be responsible for about 30% of online activations in social media such as Facebook (29%), Twitter (30%) and Instagram (31%).
But why is OOH advertisement so effective? Well, the answer is in your pocket. Phones have changed the way we live our lives and how we communicate with others. Most importantly, phones help us access the internet anywhere at any time. Whether on a bus or driving a car, we can do a quick search on any static and moving billboards we see on the road.
In this digital era, we’re glued to our phones, and they let us access the internet wherever we are, whenever we want. So when we come across cool static or moving billboards on the road, we can whip out our phones and search for more details. This magical combo amps up the effectiveness of OOH campaigns, letting people engage right away, boosting brand recognition, and sparking even more online interaction.
This Nielson study has shown us the importance of OOH and the impact it can make in offline advertainment. If you would like to know more about OOH and the benefits of truck advertising, please do not hesitate and get in contact with us right now.