New Research Says 92% of Marketers Will Increase Out-of-Home Budget in 2022 as Digital Ad Returns Dwindle
Survey respondents seek alternatives to paid social media as digital ad fatigue rises among audiences, with most saying OOH is a perfect counterbalance
OneScreen.aia SaaS-enabled B2B marketplace provider for outdoor advertising (OOH), released new search which cites 92% of marketers plan to increase their OOH budget in 2022. While 98% of survey respondents said they invest in digital advertising, 97% are looking to alternative channels and 67% say digital returns declined even after the programs were scaled up. In this largest study of its kind, Kickstand Communications surveyed more than 600 marketing professionals in 45 US states about the future of OOH and the current state of digital advertising.
“Over the past decade, digital marketing channels such as paid social media and paid search have become the most popular way to advertise, but in recent years brands have struggled to stand out among noise,” said Jeanne Hopkins, CRO on OneScreen.ai. “Unlike Internet advertising, real-world marketing doesn’t appear and then quickly disappear. It’s a medium that’s all about being in the right place at the right time, and it’s full of opportunities to present in a create messages in a memorable way while being highly measurable. This study confirms that this is an exciting time to use OOH.”
Marketers responding to the survey agree that OOH placements are key to reinforcing brand messaging (93%) and standing out from the competition (76%). They also say OOH delights and surprises consumers who are increasingly hard to impress online.
Sixty-one percent of survey respondents say the challenges of competing with massive brands for search position are partly to blame for declining digital ad returns, while 60 percent say growing digital fatigue among consumers and distrust of digital advertisements are factors. The increased attention online during the COVID-19 pandemic has made SEO competition even more difficult, cited by 77%. As a result, around a third of marketers are testing OOH placements as an alternative channel to bolster lackluster digital ROI.
Traditionally, the effectiveness of OOH campaigns has been difficult to measure. However, with advances in technology, this is no longer the case. Nearly 92% of respondents say they use a variety of trusted methods to reliably measure the effectiveness of OOH campaigns, including digital onboarding, promo codes, QR codes, and unique landing pages.
The possibilities with OOH advertising are endless, including mobile billboards on LED trucks, murals, TVs in public facilities and arenas, transportation signs and billboards of all kinds that can be digitally enhanced. Today’s OOH delivers more engagement with 84% of marketers predicting an increase in interactive OOH ads in 2022.
To download the results to the report, Rise above digital fatigue with OOHgo to: https://www.onescreen.ai/resources-report-rising-above-digital-fatigue-with-ooh
Founded by ex-executives and alumni of Google, HubSpot, and Wayfair, OneScreen.ai is modernizing the fragmented outdoor advertising (OOH) industry. From billboards, blimps and buses to race cars and smart TVs in bars and restaurants, OOH advertising is a $100 billion and growing industry, but 50% of inventory isn’t sold. OneScreen.ai’s first streamlined, connected and AI-powered all-in-one media platform is a centralized space where marketers can locate, buy, deploy and measure OOH advertising campaigns, connecting brands to their ideal clients. To learn more, visit www.onescreen.ai and follow LinkedIn.
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