OOH Today’s Stat of the Week – Powered by StreetMetrics
OOH Today and StreetMetrics are partnering to bring readers a new weekly data spotlight:
Use these ‘stats’ to support your next presentation, pitch, or sale
Billboards Build Frequency. Street Furniture Builds Fresh Reach
The Stat
The same person passes a roadside billboard 2 to 3 times a month. A street furniture panel? About 1.6, and that number barely budges whether the panel sits on a quiet corner or the busiest block downtown.
The Insight
Think about who actually walks past a bus shelter. Downtown foot traffic turns over constantly: workers one hour, shoppers the next, visitors on the weekend. A highway bulletin is the opposite. It sits on somebody’s commute, so the same drivers pass it Monday through Friday, twice a day. In the markets we measure, that plays out exactly as you’d expect: roadside inventory delivers about 1.5x the repetition of street level at the same audience size, and street level frequency is basically a constant.
The Takeaway
This flips how street furniture usually gets pitched. The “same commuter, same shelter, every day” story? The data says that’s the billboard’s story. If you sell street furniture, sell what it actually does: it keeps putting the brand in front of new people in dense areas, week after week. If you’re building a plan, please don’t treat the two as interchangeable formats at different price points. Bulletins hammer the message home. Street furniture keeps widening the circle. The best campaigns buy both on purpose.
Reach out to cameron@streetmetrics.com to learn more.
StreetMetrics sponsored this post.