6 Reason’s OOH is Taking More Wallet Share from Digital Online

THE RECKONING OF NEW MEDIA:

OOH + VIDEO EVERYWHERE BECOMES A REALITY

OOH 2019 IS ABOUT TAKING MORE WALLET SHARE FROM DIGITAL

 

Mark Boidman, Managing Director, Head of Media & Tech Services and Samuel Natbony, Analyst, both of
PJ SOLOMON, released a part 1 of a 2 part series yesterday on Out of Home (OOH) and the changing media landscape.  Boidman, always bullish on OOH, cites 6 points for the Industry’s success in the face of other media channels’ beat down from Digital Online Advertising. 

Last year in April, Boidman released his book ‘Times Square Everywhere.’  “In ‘Times Square Everywhere,’ Boidman highlighted how digital and mobile media are transforming the media industry in a manner highly favorable to out of home (OOH) media.”- Mark Boidman

“In ‘Times Square Everywhere,’ …highlighted how digital and mobile media are transforming the media industry in a manner highly favorable to out of home (OOH) media.”- Mark Boidman

Today, Boidman says, “These radical changes to the media landscape are coming to fruition and OOH media continues to dip into the media wallet of digital. Relative to digital, OOH creative commands greater attention, owns broader audience reach and benefits from ongoing technological innovation.”

Here is summary of Boidman’s writing.

THE RECKONING OF NEW MEDIA: PART I

The distinct and non-replicable advantages OOH offers advertising clients:

1. ASSURED REACH TO REAL PEOPLE
2. IMPROVED PRECISION IN TARGETING COMPLEMENTED BY UNIQUE DATA SOURCES
3. PRELIMINARY EFFECTS OF THE GENERAL DATA PROTECTION REGULATION (GDPR)
4. OUT OF HOME MEDIA CAN’T BE BLOCKED
5. DEVICE FRAGMENTATION ACROSS DIGITAL CHANNELS
6. RISE OF AUTOMATION & PROGRAMMATIC REDUCES CAMPAIGN PURCHASING FRICTION

The graphic below illustrates the recall advantage OOH holds over other media. 

“PJ SOLOMON’s 2017 Advertisement Recall Meta-Study (see figure below) demonstrates the higher recall rate potential of OOH advertisements (up to 82%) vs. online and other media channels (up to 57% and 62% respectively).”

Read the PJ Solomon, Boidman & Natbony report here ⇒PART I: 2019 IS ABOUT TAKING MORE WALLET
SHARE FROM DIGITAL

Mark Boidman +1 (212) 508-1661  mboidman@pjsolomon.com

Samuel Natbony phone +1 (646) 378-4079 snatbony@pjsolomon.com