Trending of OOH Advertising Media
According to the Outdoor Advertising Association of America, OOH advertising is now a $29 billion market in the US and is responsible for approximately 6 percent of the $500 billion global advertising spending, outweighing TV advertising. Its revenue is expected to grow by 3 to 4 percent per year over the next five years to reach $33 billion by 2021 in the US.
As part of its increasing importance in the media mix, OOH market share has increased from 8 percent to 10 percent of traditional media advertising spending, which includes TV, print, radio, among other categories. Given the fragmented viewing habits of consumers and the fact that they are always on the move, it’s no surprise that OOH media is playing a more important role in media plans.
Supermarket advertising is one type of OOH media and refers to out of home media placement in the supermarket arena. Given the hyper-local aspect of this particular media, local and regional business utilize this media often so they can target shoppers in a specific zip code or DMA since those are the prospects most likely to utilize their services. National advertisers, specifically CPG brands, use this media since the advertising is at the store level, right at the point of purchase yet can also be an effective vehicle for generating an immediate purchase or long-term branding.
Forbes states that 70% of purchase decisions are made in-store by consumers; and it makes sense since shoppers spend an average of 41 minutes per visit, and go often, sometimes 2-3 times per week, so supermarket advertising offers not only exposure to the shoppers, but repetition as well, resulting in saturation of its message to the shopper.