DOOH Advertising

Billboards still strong amid rise of programmatic DOOH, Vistar Data shows

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May 10, 2023

Billboards remain a major advertising boon amid the rise of emerging technologies, according to a Vistar study of billboard effectiveness in the context of programmatic DOOH in digital advertising. Vistar is a digital OOH ad tech firm.

"Billboards have always been a cornerstone of OOH advertising, and this data from our 2022 campaigns solidify the channel as an effective driver of key performance metrics for brands, regardless of industry," Eric Lamb, SVP of supply at Vistar Media, said in a press release on the findings. "While OOH has evolved significantly over the past few decades, these results reaffirm our confidence in the power of roadside advertising in OOH, and how the format can maximize the impact of a campaign. We're honored to partner with some of the largest billboard owners across the US, including Clear Channel Outdoor, Lamar Advertising Company and Outfront Media, as well as hundreds of screens from independent operators, to connect their high-impact DOOH billboards with leading advertisers from around the world."

Data highlights gathered from 2022 campaigns include:

• Lift in awareness on 72% of campaigns.
• Lift in consideration on 82% of campaigns.
• Lift in intent on 79% of campaigns.
• Lift in foot traffic on 67% of campaigns.