COMPETITIVE MEDIA

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  • Eye-catching and bold, out-of-home (OOH) advertising was one of the earliest forms of advertising and represents an excellent way for businesses to attract the attention of a mass audience.  The medium is particularly effective for local advertisers who want to build name recognition within the marketplace, but top national brands in telecommunications, finance, retail, real estate, and food services also rely heavily on this medium.

  • This huge category is divided into four sectors covering a wide array of advertising options listed here with the number of displays for each in 2014:
    • Billboard
      • Bulletins  (158,868 faces)
      • Digital Billboards  (5,200 faces)
      • Posters  (165,606 faces)
      • Junior Posters  (33,336 faces)
      • Walls/Spectaculars  (4,029 faces)
    • Street Furniture
      • Bus Shelters  (49,082 displays)
      • Urban Furniture  (not available)
        • Phone Kiosks
        • News Racks
    • Transit
      • Airports  (68,560 faces)
      • Buses  (205,426 faces)
      • Subway and Rail  (184,078 faces)
      • Mobile Billboards  (1,200)
      • Trucksides  (2,732 vehicles)
      • Taxis/Wrapped Vehicles  (46,194 vehicles)
    • Alternative
      • Cinema  (17,800 screens)
      • Arenas and Stadiums  (1,352)
      • Digital Place-Based Networks  (1.2 million screens)
      • Interior Place-Based (C-stores, health clubs, restaurants, etc.)  (not available)
      • Exterior Place-Based (Airplanes, Ships, Resorts, etc.)  (not available)
      • Shopping Malls  (30,532 displays)

    (Source: Outdoor Advertising Association of America, 2014))

  • For many years out-of-home advertising garnered a miniscule share of total ad spending, around 1-2% of national/local media budgets.  Over the past 15 years, OOH media has seen impressive growth as digital and cinema advertising have accounted for a surge in spending, capturing 5% of all media spending in 2013.
  • Digital out-of-home spending increased from $2.2 billion in 2009 to $3.7 billion in 2013
  • How OOH spending is distributed:
    • Billboards – 67%
    • Transit Advertising – 18%
    • Alternative – 11%
    • Street Furniture – 4%

(Source: Outdoor Advertising Association of America, June 2014))

  • OOH industry growth and future success are predicated on a number of factors:
    • Mobile consumers who are outside their homes most of the day
    • Cost efficiency versus other media
    • Innovations (primarily digital) that bolster the value of OOH advertising
    • Less fragmented than many other media
    • Recent introduction of a new ratings system to facilitate buying