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Report debunks myths about DOOH advertising

September 8, 2022

AdQuick.com, an OOH advertising marketplace, released a report today called "Debunking Myths and Misconceptions about Out-of-Home Advertising, 2022," according to a press release. The insights may surprise DOOH marketers.

"Innovation and performance-based strategies aren't reserved for digital media alone. Our customers are running big, bold, measurable OOH campaigns. The days of time-consuming vendor research, cold calling and opaque negotiations are long gone. It's time to reconcile common misconceptions with modern OOH," Matthew O'Connor, CEO, AdQuick, said in the release.

The report's top insights include:

• OOH advertising is much quicker and easier to launch than most marketers believe.
• OOH advertising is far more affordable than most marketers anticipate.
• Most marketers believe there are only a few OOH vendors operating, but there are thousands of providers available.

"An increasing number of consumers are cutting their cable and reporting widespread distrust in social media channels, so it's no surprise broadcast impressions are down and digital campaigns aren't as effective as they used to be," O'Connor said. "Advertisers today need OOH to boost their campaigns. That means moving beyond how difficult OOH used to be to embracing how modern OOH can help boost performance and deliver measurable results."

As DOOH continues to grow, marketers will need to embrace the evolving market and discard common misconceptions like those highlighted in the report, especially as markets rebound from COVID restrictions and consumers spend more time out of the home.