Roadside billboards are most memorable OOH ad format

An overview of brand and product discovery from out-of-home advertising.

Out-of-home brand discovery has recovered from its pandemic downturn, with roadside billboards being the most memorable format, according to data from target audience company GWI.

In Q4 2021, 16.4% of internet users said they discover new brands or products via ads on billboards or posters. This is above the level reported throughout 2020 and in line with pre-pandemic levels.

Ads seen on public transport show a similar recovery, with 14.3% saying they use this format to find out about new brands or products.

GWIdata also shows that roadside ads are the most memorable out-of-home (OOH)...

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