OOH Advertising Produces Highest Consumer Recall In Recent Study

In a study done by the Out of Home Advertising Association of America (OAAA) and the financial advisory firm Solomon Partners, an analysis of consumer data shows that OOH is the leading ad platform for consumer recall. 

Researchers compiled data from public studies between 2017 and 2022 on this topic to determine which ad platform has the highest percentage of consumer recall. Meaning, after someone is shown an advertisement once then again at a later time, can they remember details of the ad? 

According to the results, out-of-home media has the highest percentage of consumer recall at 86% compared to other platforms such as radio, podcasts, online ads, and tv streaming. 

The study also notes that these numbers are likely due to people’s lifestyle changes in a post-COVID pandemic time. As people are leaving their homes more often, they’re more likely to see OOH ads like billboards, bus shelters, etc. 

Overall, the study concludes that OOH media will continue to play a vital role in the advertising industry, and marketers should consider this data when planning their campaigns this year. 

How Soofa Can Help

Soofa is leading the way in helping brands understand relevant data points and key consumer habits with real-time impression data and attribution studies. Located in some of the most high-foot traffic areas across key DMAs throughout the country, Soofa Signs are the perfect platform for ad campaigns focused on consumer recall.

Advertise with Soofa, the only solar-powered ad platform in the out of home industry. Fill out our advertiser interest form to learn more. 

Written by: Ally Peters

Ally is a Content Marketing Specialist at Soofa and spends her days researching and reporting on current trends in smart city infrastructure and OOH media.