The visibility, acceptance and importance of OOH advertising screens has increased during the Covid19 pandemic, according to recent research.
45% of American adults saying they are noticing the format more than before the pandemic began. Heightened awareness is particularly pronounced among those ages 18-54, according to the Out of Home Advertising Association of America (OAAA).
An online survey carried out by The Harris Poll on behalf of the Out of Home Advertising Association of America drew responses from a representative sample of 2,058 US adults between 21 and 23 of September.
This showed a significant percentage of respondents were receptive to safety and hygiene advertisements as well as other sales and promotions.
Many were thankful of the apparent return to normality conveyed by OOH messaging as a visible harbinger of business confidence, as well as welcoming the information provided.
OOH stands for Out of Home and can be defined
Out-of-home advertising (OOH) is any visual advertising media found outside of the home. This can include billboards and signs, ads on street furniture like bus shelters or benches, in transit areas like airports or train stations, and place-based ad media like you might see at a stadium or in the cinema
Prior to the pandemic, OOH advertising was seeing growth in the UK as digital messaging was increasingly accepted by all ages, and organisations began to see the advantages of delivering messaging to customers in outdoor locations. This included more than just advertising as local authorities, educational establishments, police and the government saw a way to keep people updated and informed.
It might be thought that lockdown would end this growth but since complete lockdown has been eased, these organisations have increasingly turned to OOH digital advertising to deliver up-to-date messages in what are often fast changing and sometimes confusing times.
Digital OOH advertising screens
The continued growth in the sector can also be attributed to the increasing range of advertising screens that can be utilised. Increasing competiveness has seen prices lowered, and improved technology has digital screens deliver increasingly sophisticated functions, designed to work in any location and tackling any amount of bad weather and even working in intense sunlight.