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Outdoor Advertising Association releases white paper on benefits of OOH media

The Outdoor Advertising Association of America recently released a white paper arguing for the benefits of OOH media in contrast to digital advertising.

April 1, 2016

The Outdoor Advertising Association of America recently released a white paper arguing for the benefits of OOH media in contrast to digital advertising. The paper is entitled, "This is What Reality Looks Like," and was written through a partnership with Partners NYC and performs an analysis of the OAAA's Feel the Real campaign, according to the press release.

"With Feel The Real, we conducted a two-month-long experiment to prove the immense value of OOH while communicating its power and purpose," said Stephen Freitas, chief marketing officer at OAAA. "I believe these results will spur much needed conversation in our industry."

The Feel the Real campaign was launched in New York City and 20 other major U.S. markets, and every ad was deployed at eight different levels of targeting with more than 280 custom messages. To contrast this, OAAA created mirror Web sites and purchased "100 percent guaranteed human" traffic from web traffic brokers. The OAAA found that the Feel the Real campaign discovered 40 percent of its visitors fell in the targeted range, whereas with the digital advertising, most of the traffic came from botnets, according to the release.

"In today's world of ubiquitous camera phones and social media, targeted OOH can be a powerful way to generate significant -- and 100 percent bot-free -- digital engagement," said Ted Florea, chief strategy officer at PNYC. "I think this report will inspire media planners and creatives to see OOH as playing an essential role in digital media plans."

OAAA also released a video case study of its findings, which can be viewed at feelthereal.org.