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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:

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39% Visited Store Advertised
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40% Visited Restaurant Advertised
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29% Shopped a SALE in the Store advertised in that week

Additional Resources

Deeper Reading
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  • 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
Outdoor
$2-$9
Online
$2-$19
Radio
$4-$15
Magazines
$10-$21
Television
$10-$32
Newspapers
$29-$39
Direct Mail
$20-$43

OOH Enhances any media Buy

Adding outdoor to any media buy enhances your reach & frequency, ratings points and
impressions, while signicantly 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
Source: USA Touchpoints 2104.1;
Outdoor Advertising Association of America 2015; SQAD
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