Out of Home Ads Really Work: Rapport Study

Social isn’t dead yet. But if you’re looking to hedge some bets, think about Out of Home (OOH) advertising, which is fancy talk for billboards, in-store signs, and such. OOH media agency Rapport examined 2,000 case studies in the Institute of Practitioners in Advertising database to compare brands that didn’t use OOH with those that spent at least 15% of their budget on it. They found OOH users improved brand trust, esteem, customer loyalty, and sales; magnified the impact of ads in other channels; and were better looking. Well, maybe not the last one.