Why Out-of-Home is the Perfect Medium for Protecting Your Brand
As big brands continue to cut ad budgets and pull ads from online platforms after finding their messages placed in undesirable contexts, advertisers have an opportunity to practice smart and prudent decision-making when advertising in the world. This is where OOH has always shined—providing advertisers with real, brand safe placements and results.
0
No Fraud
100%
Real Exposures & Impressions
$2.67
Average CPM
Protect marketing investments from fraud in precarious times.
$12B
Dishonest Digital Spend
Advertisers spent more money in bot traffic than the entire out-of-home advertising spend in the U.S.
Adweek, 2019
25%
Bad Bot Website Traffic
According to the annual 2019 report, it’s the highest fraudulent activity ever recorded.
Imperva, 2019
20-35%
Of Impressions Are Fraud Attempts
Spurious activities that still get through and gets paid for has become much smaller (e.g. it adds up).
White Ops & ANA, 2019
$3 for $30
Fraud is Priced In
Marketers continue to buy digital ads despite 10x fraud, because the CPMs are still “cheaper.”
Forbes, 2020
53%
fake & forged logins
Based on 1 billion social media interactions, over half are riddled with fraudulent accounts.
Arkose Labs, 2019
54%
invalid display ad viewability
The MRC standard for viewability is that 50% of an ad must be viewable for 1 second.
Media Rating Council (MRC), 2019
Out-of-home is for real.
OOH delivers mass reach—90% of US travelers in a month, and 80% in a week.
Nielsen
Because of its massive reach, and lower CPMs, OOH provides more exposure for ad dollars spent.
PJ Solomon
OOH is more effective at generating retail foot traffic than mobile or mobile + desktop.
Cuebiq
OOH generates the highest levels of ad recall among major media.
PJ Solomon
OOH drives online activation more efficiently than banner ads, TV, radio and print.
Nielsen
OOH increases the ROI of search by 40% when added to a media plan.
Benchmarketing
66% of U.S. travelers report taking an action on their smartphone after exposure to an OOH ad.
Nielsen
OOH ties for #1 in favorability in comparison to other ad channels.
Morning Consult
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Putting investments in perspective.
Across multiple touchpoints, the average CPM for out-of-home advertising is increasingly compelling for advertisers looking to diversify their media spend.
Source: PJ Solomon (estimates as of November 2018)
Brand Safe OOH Activations
Pricing advantages
Creating visible OOH value.
Programmatic ooh
Connecting outdoor to online.
Open Street dominations
Opening streets & outdoor dining.
Clean ooh
Sanitizing the streets safely.
Virtual shopping wall
Making a QR code comeback.
touchless technology
Engaging experiences in waves.
Cashierless pop-up shop
Providing safe shopping.
In-game Advertising
Blending content on billboards.
Masks Are the New Normal
Making masks mandatory.
Pricing advantages
Creating visible OOH value.
While out-of-home media has one of the most efficient CPMs, there is no one-size-fits-all solution because staying flexible is key to uncovering pricing advantages. This is true now more so than ever, as OOH pricing continues to reflect the economic market and what we see on the streets.
Programmatic ooh
Connecting outdoor to online.
Purchasing digital out-of-home programmatically allows advertisers to define audiences they want to reach based on specific budgets and targeted areas within most U.S. markets. Today, less than 5% of DOOH is bought programmatically, but transactions are on the rise as inventory availability and SSPs ramp up.
Open Street dominations
Opening streets & outdoor dining.
With the expansion of outdoor dining and open streets in New York City, advertisers have the opportunity to reach their audiences in a whole new way. Whether people are eating, enjoying family time, or walking on through, OOH has never been more prevalent in these high dwell areas.
Clean ooh
Sanitizing the streets safely.
As people move across cities, they lean on their usual sanitizing suspects: hand sanitizers and wipes. In case they run out of said supplies, out-of-home and non-traditional activations can act as a surrogate for the kitchen or bathroom sink.
Virtual shopping wall
Making a QR code comeback.
Almost 2 decades ago, QR code was born and well ahead of its time where almost every street-level out-of-home placement provided consumers the opportunity to (download an app) scan and experience an interaction. Today, combined with enhanced mobile technology and a new way of life, the QR code appears to be making a touchless comeback and experience.
touchless technology
Engaging experiences in waves.
With touchless technology, brand experiences have the innovative opportunity to battle COVID-19. Brands longing for positive and safe engagements can use out-of-home placements and technology to enhance their interactions.
Cashierless pop-up shop
Providing safe shopping.
With an unpredictable future for in-person shopping, consumers are looking for ways to get out of their homes while staying safe when shopping. How does grocery shopping evolve in communities?
In-game Advertising
Blending content on billboards.
According to NPD’s June 2020 report, three out of four people in the U.S. play some amount of video games (that's 244 million people); it is a likely trend that will not change as stay-at-home originally contributed to the spike.
Masks Are the New Normal
Making masks mandatory.
With widespread coronavirus cases, communications on the importance of wearing masks to prevent future infections are primarily in the form of news headlines, data and PSAs. It’s time to rally against COVID-19, and make masked men, women, children and landmarks the heroes.
