Why outdoor
OUT OF HOME ADVERTISING’S WEEKLY REACH
(99% OF ADULTS AGE 18-64) TOPS EVERY OTHER MEDIUM.
Ooh
OOH reaches consumers on the path to purchase
better than any other ad medium.
Among consumers who viewed any OOH
in the past month:
39% Visited Store Advertised
40% Visited Restaurant Advertised
29% Shopped a SALE in the Store advertised in that week
Additional Resources
Awareness Studies
- OOH outperforms traditional media in reaching customers within the same half-hour they consider purchases, decide on purchases, and make purchases.
- OOH builds brand equity at levels equal to tv.
- OOH presents ads that can’t be delayed, skipped or turned off.
- OOH stimulates online activity with Greater efficiency than any other medium.
- IT Reaches consumers in the hour before 32% of ALL mobile search activity.
CPM comparisons by media
OOH costs
significantly less
than other media
OOH Enhances any media Buy
Adding outdoor to any media buy enhances your reach & frequency, ratings points and
impressions, while significantly lowering your cost per thousand and your cost per point.
Price Study
Budget: $25,000
TV + OUTDOOR
Based on DMA population 1,594,589
| — | TV | Outdoor | TV + Outdoor |
| $25,000 | $25,000 | TV $15k + Outdoor $10k | |
| Reach | 46 | 68 | 59 |
| Frequency | 2.76 | 9.5 | 5.4 |
| GRP | 128 | 644 | 320 |
| GI | 1,994,700 | 9,492,147 | 4,708,200 |
| CPM | $12.52 | $2.63 | $5.88 |
| CPP | $195 | $39 | $92 |
Term Key
- Reach is the net percent of your target audience that see your ad.
- Frequency is the average number of times your audience will see your ad.
- GRP (Gross Rating Point) is the gross percent of the population to see your ad over time.
- GI (Gross Impressions) is the number of people-impression your ad made.
- CPM (Cost Per Thousand) is the cost to reach one thousand people.
- CPP (Cost Per Point) is the cost to achieve one rating point.
TV/OUTDOOR/TV + OUTDOOR BOX
Based on DMA population 1,594,589
| — | TV + Outdoor | Radio + Outdoor | Other Combos |
| $25,000 | Radio $15k, Outdoor $10k | TV + Radio + Outdoor, $8,300 Each | |
| Reach | 59 | 63 | 72 |
| Frequency | 5.4 | 5 | 5.1 |
| GRP | 320 | 317 | 370 |
| GI | 4,708,200 | 4,663,700 | 5,755,000 |
| CPM | $5.88 | $5.39 | $5.40 |
| CPP | $92 | $79 | $80 |