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Report says 96% of US advertisers achieved OOH ROI goals

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September 16, 2022

OneScreen.ai, a marketplace provider for buying and selling OOH, has released a report showing that 96% of surveyed businesses are satisfied with the ROI of their OOH advertising, according to a press release.
OneScreen.ai partnered with Kickstand Communications to survey more than 600 marketing professionals across 46 U.S. states. ROI is defined not only by sales revenue but also by increased social media engagement, higher website traffic and stronger brand awareness/recognition, according to the release.
"While real-world advertising has long been an exciting medium, some marketers and brands have been hesitant to invest in OOH because the ROI hasn't been as easy to prove as with internet marketing," Sam Mallikarjunan, co-founder and CEO of OneScreen.ai, said in the release. "But recent advances in OOH measurement, combined with diminishing digital marketing returns and digitally fatigued consumers who are paying more attention to their surroundings than ever before, have the OOH industry poised for its greatest growth yet. The ability to effectively and broadly measure the impact of OOH is leaving brands and marketers extremely satisfied with the results of their campaigns, and as a result, they are investing more in real-world marketing."
In the full report, highlights also include:

• Advertisers are adapting to declining digital ad performance.
• 22% of advertisers are excited to leverage airport advertising amid greater travel.
• 51% use traditional (non-digital) OOH.
• 41% use DOOH.
• Only 8% use both OOH and DOOH.
• Billboards are the most popular solution for OOH, with the highest ROI.
• Interactivity and emerging tech are becoming more important to advertisers.
• 44% use digital kiosks.
• 48% use QR codes.
• 35% use place-based media.