OOH Advertising Reach Said Outpacing Other Media

Adding out-of-home (OOH) advertising formats to other media can significantly boost a campaign’s reach, says the Outdoor Advertising Association of America (OAAA) in a May 2012 report conducted by the Media Behavior Institute. The study tabbed the reach of billboards highest among outdoor formats, at 83% of adults aged 18-64, with alternative (42%), street furniture (28%), and transit (11%) following. Comparing these formats to the reach of other media, the report suggests that coupling billboards with mobile advertising can increase mobile’s reach by more than 300%, while billboards and the internet together can more than double the internet’s reach in the afternoon. (more…)