Out-of-home advertising (OOH) is the most effective tool for driving shoppers to retail stores, according to a recent benchmark study as reported by Marketing Dive. Cuebiq's "Footfall Attribution Benchmarks" indicated OOH boosted average footfall traffic by 80 to 120 percent. Mobile-only promotion came in second, boosting footfall traffic 10 to 89 percent.
In 2018, U.S. OOH revenue in 2018 grew to $8 billion, an increase of 4.5 percent. In the fourth quarter of the year, it increased over 7 percent.
According to Marketing Dive, "That OOH is everywhere and essentially cannot be ignored, along with its likely proximity to a retailer, could be reasons for the powerful impact. Cuebiq researchers also pointed out that OOH has been benefitting from advancing technology and access to more data. Digital billboards are now providing dynamic messaging opportunities and more marketers are finding the channel appealing."
OOH is generally defined as outdoor advertising, which can include billboards, on-street advertising, and transit media.
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