Analysis shows OOH advertising producing highest levels of consumer recall

The Out of Home Advertising Association of America (OAAA) in collaboration with the financial advisory firm Solomon Partners releases findings from the Solomon Partners’ 2023 US Major Media Advertising Effectiveness Analysis. The analysis, which represents an aggregation of publicly available studies on advertising recall from 2017 to 2022, shows that OOH (out of home) advertisements produce significantly higher ad recall with consumers versus live and streaming television, podcasts and radio, print, and online executions. This holds true across printed and digital OOH formats.

Confirming the importance of OOH in the media mix, Solomon Partners’ analysis parallels recent findings from OAAA-Harris Poll research showing that almost half (49 percent) of adult consumers are noticing OOH ads more than one year ago as Americans return to normal lifestyles post-pandemic. This analysis affirms OOH’s critical role in the media mix, according to a source.