The digital revolution has touched almost every walk of life, and the OOH advertising industry is no exception. In recent years, media owners have enhanced their estates by converting their premium sites into digital screens, offering significant advantages to both media owners in terms of reducing operating costs, and advertisers in terms of increased flexibility and targeting capabilities. Advertisers are increasingly able to choose not just where to reach their audiences when they are out of home, but when, and how often. Digital screens also provide new creative opportunities, allowing for animation and full motion video, and interesting opportunities for integration with mobile and attribution.

Key findings:

• Digital screens, especially when using full motion video creative, are significantly more eye catching than static paper ads
• Those exposed to digital ads tend to get a similar or higher ‘likelihood to see’ (LTS) as their static paper equivalents, despite the smaller window of opportunity to see the ad that comes from being on loop with other ads
• LTS of full motion digital creative is 25% higher than static frames amongst head-on contacts for drivers and 16% more amongst head-on contacts for roadside pedestrians, while those exposed head-on to full motion video ads in malls and transit locations are equally likely to be seen as static paper

Learn more: https://outdoorimpact.no/wp-content/uploads/2019/08/AM4DOOH-Whitepaper-2018.pdf