Abstract:

The 'Out-of-home' marketplace is exploding. There are a few places people go that do not have some opportunity for a commercial message. But do the vehicles in these places accomplish their goals? This paper examines the effectiveness of 'Out-of-home' advertising from billboards to cinema. Studies from the classic 'Who is Miss America?' to more recent sales modeling efforts show that these vehicles can be impactful (although impact will vary by target, by brand, by vehicle and by location). MindShare research shows that Out-of-home can even work with children. We also posit some theories about why Out-of-home works.