Research by Nielsen shows that approximately 60% of Americans see a digital billboard each month, while the same is true for 37% each week. Data from the Outdoor Advertising Association of America (OAAA) show that digital billboards now account for 21% of all billboards in the country, equivalent to 7,800 faces (up from 7,000 in 2017).
Effectiveness can be measured in many ways. Video advertising delivered via digital panels conforms to Nielsen’s established measurement framework, but digital delivery enables innovative approaches too: Google used a 1x1 pixel tag in its DOOH creative to measure impact. Tunify allows users to hear audio from otherwise muted DOOH ads on their smartphone, enabling advertisers to use the associated mobile measurement metrics. Quividi offers facial recognition functionality to ascertain a user’s mood, among other indicators.
But the outdoor ad revolution is not problem-free. The collection of mobile phone data – both for targeting and measurement – raises privacy concerns. This is cited as a particular issue by mobile marketers. And criticisms of the online-ad business for being opaque, and occasionally fraudulent, may also be directed at the OOH business as it becomes bigger and more complex.
This Data Point was drawn from November's Global Ad Trends report, which focuses on global digital out of home (DOOH) advertising.