Solomon works with the Out of Home Advertising Association of America (OAAA) to study trends in the OOH industry. In a 2022 analysis of the impact of advertising on consumers, Solomon reviewed data collected from OOH campaigns and found that outdoor ad recall can reach up to 86%, the highest of any media type.
According to the findings, OOH ads and messages will be recalled by 38% to 86% of audiences that see it. Comparatively, mobile advertising generates, at best, a 57% recall rate, meaning that OOH is clearly the more reliable channel for reaching, informing and influencing consumers.
Here is a summary of Solomon Partners’ findings.
