Out of Home rates highly for driving brand awareness and desirability

The Outdoor Media Association (OMA) has released the results of the Day in the Life survey conducted by Dynata and Thrive Media for MOVE (Measurement of Outdoor Visibility and Awareness). 

The survey was completed in November 2022 with a sample size of 2,962 respondents to test the perception and role of all media channels coming out of the pandemic.

OMA CEO Elizabeth McIntyre said, “We are excited by the results, as they confirm what we know to be true about Out of Home. Creating Brand Awareness and Desirability is really our sweet spot, but Outdoor is also effective for prompting trial. The research compliments other studies that have shown that Out of Home, TV, and Online work really well together, with the potential to increase ROI by up to 27 per cent.”

The highest percentages to come out of the survey were for Driving Awareness, where Out of Home (OOH) was strongest across all demographics, particularly with Gen X and Millennials. Outdoor tied with TV for Prompting Trial, where social media took out the top spot.

More information is available online on the OMA website: https://www.oma.org.au/day-life-study

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