1、DIFFERENCEGlobal consumer attitudes to digital outdoor advertising and its unique potential for brandsTHEDOOHREPORT 2022I00 0000 00 000000000000 00 00000000 000000 00 00 00 00 00 00 INTRODUCTION DOOH:The Bigger Picture Goals&Methodology Executive Summary MAIN FINDINGS How Consumers See DOOH-Innovati

2、ve-Relevant-Memorable-Actionable Consumer Perception:Ranking the Attributes of DOOH-DOOH vs.TV-DOOH vs.Social Media-DOOH vs.Websites-DOOH vs.Digital Audio-DOOH vs.Radio-DOOH vs.Print Media-DOOH vs.OOH CONCLUSION:The DOOH Difference Consumers Like,Trust,and Engage With DOOH Marketers Are Increasing D

3、OOH Budgets DOOH Offers Reach and Omnichannel PerformanceDOOH Offers a Superior Combination of Broad-Reach Media In Review CONTENTS2INTRODUCTIONDOOH:THE BIGGER PICTUREGOALS&METHODOLOGYEXECUTIVE SUMMARYTHE DOOH DIFFERENCEINTRODUCTIONA study conducted for Xaxis by DPAA,the global digital out-of-home m

4、arketing association,found that marketers are comfortable integrating the new capabilities of DOOH into wider digital media buys.These capabilities include new forms of audience targeting,enhanced screen interactivity,and the ability to purchase inventory through programmatic platforms.In addition,n

5、ew ways of gathering and using data with DOOH enable personalization,localization,cross-channel(a.k.a.omnichannel)targeting,and added flexibility in moving budgets across formats to make real-time adjustments.DOOH is evolving and growing,and marketers seem eager to capitalize on its expanding potent

6、ial.But while seeking to understand the full potential of DOOH,we realized that our understanding of the landscape lacked a crucial piece of the bigger picture:The consumer perspective.To that end we posed a number of questions to consumers to analyze the impact of DOOH by itself and in comparison t

7、o other advertising formats.The findings in many cases were surprising.Consumers dont just welcome DOOH into their environments,they often find it innovative and informative.In fact,consumers often feel more favorably towards DOOH than do marketers.Marketers plan to continue increasing their investm

8、ents in DOOH over the next five years,according to GroupM estimates.DOOH investment is tracking to exceed the growth rates of overall advertising investments each year and by 2x over the next three years.With other formats fluctuating,GroupM expects this to leave DOOH with a share of the overall mar

9、ket that rises from 1.5%today to 1.9%in 2026.DOOH:THE BIGGER PICTURE202118,5072022 20232024 2025202611,33613,56315,18317,08019,872MARKETER INVESTMENTS IN DOOH(MILLIONS)GROUPM INTELLIGENCE DATA,20224THE DOOH DIFFERENCE5Our projections show steady growth in DOOH investments over the next five years,wh

10、ich is attributable mainly to the increasing availability of new inventory and the growing flexibility of the medium.As those trends progress,out-of-home marketing is becoming more accessible for more marketers while also enabling greater control over the scale and strategy of OOH media investments.

11、KATE SCOTT-DAWKINSGLOBAL DIRECTOR,BUSINESS INTELLIGENCE,GROUPMINTRODUCTIONTHE DOOH DIFFERENCEINTRODUCTION6As marketers we have our own understandings about the strengths and value of this format.But we wanted to know what it looks like from the other side as well from the consumer perspective to see

12、 how people all over the world are responding to DOOH.We also wanted to examine and challenge marketers assumptions about DOOH to help build a bigger picture of what the perceptions are and what makes this medium different.GOALS Are consumers moved by DOOH?Do DOOH ads influence,impress,or inspire pe

13、ople to recall,react,or respond?THE DOOH DIFFERENCEINTRODUCTIONTHE DOOH DIFFERENCE7INTRODUCTIONTRUSTWORTHYPROMPTED INTERACTIONLEAVES A STRONGIMPRESSIONHELPED MEBUY SOMETHINGRELEVANT TO THE LOCATIONIMPROVED THEEXPERIENCEMEMORABLEINFORMATIVEIMPROVED PERCEPTIONOF THE BRANDENTERTAININGUSED BY THE MOST P

14、OPULAR BRANDSCREATIVEHELPED MEDECIDE WHERE TO BUY FROMINNOVATIVEDIGITAL AUDIORADIOWEBSITESNEWSPAPERSMAGAZINESTVTRADITIONAL OOHSOCIAL MEDIAThe DOOH Difference Study was conducted to help quantify the appeal of digital out-of-home advertising(DOOH)for consumers by asking them to rate it in 14 unique p

15、erception metrics.We also wanted to uncover how DOOH compares with and potentially complements media consumed through eight other prominent advertising channels.METHODOLOGY8METHODOLOGYKantar Group conducted the study on behalf of Xaxis and Kinetic,which have teamed to lead Sightline.A 15-minute surv

16、ey was completed by 11,000 respondents across 11 countries around the world.All respondents were over the age of 16.Kantar set quotas to ensure that the demographic range of the respondents(age,gender,social grade)was in proportion with the respective national averages of each region.USAMEXICOARGENT

17、INAUKBELGIUMGERMANYTHE NETHERLANDSITALYINDIAAUSTRALIASINGAPORE48%FEMALE52%MALE54%URBAN29%SUBURBAN17%RURAL16-2425-3435-4445-5455+20%19%22%18%21%THE DOOH DIFFERENCEINTRODUCTION872%THE DOOH DIFFERENCEINTRODUCTIONThis study finds that consumers welcome DOOH in their surroundings,often saying it adds to

18、their experiences outside the home,prompts interactivity and engagement with the advertisers messages,and increases their propensity to make a purchase.DOOH is showing increasing traction as a performance medium,with many consumers saying it inspires interaction and encourages them to make a purchas

19、e.A majority(70%)of consumers believe DOOH“feels really current”and many find it to be useful for learning more about products and brands.They find DOOH appealing in multiple ways,often surpassing other forms of traditional and digital media.EXECUTIVE SUMMARYsay DOOH encouraged them to make a purcha

20、se there and then50%describe it as“very”or“quite”informativefind QR codes to be useful94%higher scores than online ads for trustworthinessDOOHOnline 28%21%DOOHTV17%11%higher scores than TV for brand perception+6%+7%higher scores than newspapers for creativityDOOHNewspapers29%13%+16%977%53%say it gav

21、e them all the information they needed to make a purchaseTHE DOOH DIFFERENCE10have visited a website from a DOOH adhave used a hashtag they saw on a DOOH ad34%38%have used a QR code 24%DOOH AS APERFORMANCEMEDIUM 10THE DOOH DIFFERENCEINTRODUCTION11Out-of-home has always been a powerful one-to-many br

22、oadcast medium that helps to reach and engage with your audience on the move.Radical evolution of the OOH industry has created a data ecosystem that leverages mobile data to enable in-depth audience planning,enhanced contextual creativity,and performance measurement.The survey findings endorse that

23、the potential for DOOH to engage consumers is unlimited and continues to evolve along with the digital landscape.Brands have an opportunity right now to activate in new ways and drive lower-funnel conversions via DOOH.This is supported by the survey findings that marketers significant investment pla

24、ns for DOOH are driven by this programmatic enablement;moving OOH from a silo channel to one that is now fully integrated into the wider communication mix and delivering premium targeted solutions at scale in a public,brand-safe,and trusted way.DENNIS KUPERUSHEAD OF GLOBAL CREATIVE AND INNOVATION PA

25、RTNERSHIPS,KINETIC11INTRODUCTIONTHE DOOH DIFFERENCE12THE DOOH DIFFERENCE12 FINDINGSHOW CONSUMERS SEE DOOHRANKING THE ATTRIBUTES OF DOOHMAINDHOW CONSUMERS SEE DOOHA significant portion of our study focused on consumer attitudes toward DOOH.In 11 countries spanning the globe,consumers were asked their

26、 perceptions of and feelings toward the format and were also asked similar questions about other major advertising formats.Overall,consumers described DOOH as:THE DOOH DIFFERENCEMAIN FINDINGSConsumers overwhelmingly find DOOH ads to be current,interesting,and humorous.DOOH,they say,connects to socia

27、l media channels,encourages them to search,and inspires interaction.More than half of consumers say that DOOH gives them the information they need to make a purchase and even drives them to make purchases,often directly from the ads themselves.RELEVANTACTIONABLEsay DOOH gives them all the info they

28、need to make a purchase53%Consumers who said the channel is“entertaining”Consumers find DOOH to be tops in innovation,ranking it higher than do marketers in most of the countries we surveyed and considering it to be the most innovative of all the advertising formats included in our survey.INNOVATIVE

29、MEMORABLEDOOH was ranked as the most innovative ad format in 7 of 11 countries we surveyed.Our survey also finds that DOOH outperforms other media channels,including TV,social media,and online videos,in creating a lasting impression on consumers.more memorable than social media50%DOOHSocial 24%16%We

30、bsite AdsDOOH 21%37%13THE DOOH DIFFERENCEConsumers rank DOOH particularly high relative to other ad formats in these metrics:ENTERTAININGMEMORABLETRUSTWORTHYMAIN FINDINGSCONSUMER PERCEPTION:RANKING THE ATTRIBUTES OF DOOH11%14%14%15%15%17%20%21%22%24%27%28%33%37%Has ads which improve the experienceHa

31、s ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads which help me to buy somethingHas ads which prompt me to interactHas ads which improve my perception of the brandHas the most informative adsHas ads which are relevant to my locationIs trustworth

32、yHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular brandsIs entertainingRELEVANT TO THE LOCATIONCREATIVEINNOVATIVE14THE DOOH DIFFERENCE15Q3:We are going to show you a list of statements that other people have made about different advertising format

33、s.For each format we show you,please select the statements that you believe apply.Base:All users-Digital Billboard/Outdoor ads(4590),TV ads(3846)MAIN FINDINGSDOOH TVTHE DOOH DIFFERENCE VS.11%14%14%15%15%17%20%21%22%24%27%28%33%37%6%9%11%13%9%11%19%7%21%22%23%12%37%37%Has ads which improve the experi

34、enceHas ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads which help me to buy somethingHas ads which prompt me to interactHas ads which improve my perception of the brandHas the most informative adsHas ads which are relevant to my locationIs trus

35、tworthyHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular brandsIs entertainingINNOVATIVE+16%RELEVANT TO THE LOCATION+14%IMPROVED PERCEPTION OF THE BRAND+6%PROMPTED INTERACTION+6%LEFT AN IMPRESSION+5%IMPROVED THE EXPERIENCE+5%Consumers rated DOOH no

36、tably higher than TV in these metrics:TVDOOHADS THAT RUN WITH TV SHOWS16THE DOOH DIFFERENCEDOOH SOCIAL MEDIAMAIN FINDINGSQ3:We are going to show a list of statements that other people have made about different advertising formats.For each format we show you,please select the statements that you beli

37、eve apply.Base:All users-Digital Billboard/Outdoor ads(4590),Ads in social media stories or news feeds(2444)MEMORABLE+8%TRUSTWORTHY+7%VS.SOCIAL MEDIADOOHADS IN STORIES&NEWS FEEDSRELEVANT TO THE LOCATION+6%LEFT AN IMPRESSION+6%CREATIVE+5%11%14%14%15%15%17%20%21%22%24%27%28%33%37%9%8%15%18%22%14%18%15

38、%15%16%22%24%33%34%Has ads which improve the experienceHas ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads which help me to buy somethingHas ads which prompt me to interactHas ads which improve my perception of the brandHas the most informative

39、adsHas ads which are relevant to my locationIs trustworthyHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular brandsIs entertainingConsumers rated DOOH notably higher than social media in these metrics:THE DOOH DIFFERENCE17MAIN FINDINGSQ3:We are goin

40、g to show a list of statements that other people have made about different advertising formats.For each format we show you,please select the statements that you believe apply.Base:All users-Digital Billboard/Outdoor ads(4590),Ads on websites(2493)DOOH WEBSITES VS.11%14%14%15%15%17%20%21%22%24%27%28%

41、33%37%8%8%14%15%16%12%18%13%14%13%19%21%31%27%Has ads which improve the experienceHas ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads which help me to buy somethingHas ads which prompt me to interactHas ads which improve my perception of the bra

42、ndHas the most informative adsHas ads which are relevant to my locationIs trustworthyHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular brandsIs entertainingINNOVATIVE+7%ENTERTAINING+10%CREATIVE+8%MEMORABLE+11%TRUSTWORTHY+8%RELEVANT TO THE LOCATION+

43、8%17WEBSITESDOOHADS DISPLAYED ON WEB PAGESConsumers rated DOOH notably higher than websites in these metrics:THE DOOH DIFFERENCE18THE DOOH DIFFERENCE18Q3:We are going to show a list of statements that other people have made about different advertising formats.For each format we show you,please selec

44、t the statements that you believe apply.Base:All users-Digital Billboard/Outdoor ads(4590),Ads in digital streaming music services/podcasts(2416)ADS IN STREAMING MUSIC&PODCASTSMAIN FINDINGS11%14%14%15%15%17%20%21%22%24%27%28%33%37%12%12%16%15%19%18%23%15%23%22%26%23%33%35%Has ads which improve the e

45、xperienceHas ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads which help me to buy somethingHas ads which prompt me to interactHas ads which improve my perception of the brandHas the most informative adsHas ads which are relevant to my locationIs

46、 trustworthyHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular brandsIs entertainingDOOH DIGITAL AUDIO VS.INNOVATIVE+5%ENTERTAINING+2%MEMORABLE+2%RELEVANT TO THE LOCATION+6%DIGITAL AUDIODOOHConsumers rated DOOH notably higher than digital audio in t

47、hese metrics:THE DOOH DIFFERENCETHE DOOH DIFFERENCE19MAIN FINDINGSQ3:We are going to show a list of statements that other people have made about different advertising formats.For each format we show you,please select the statements that you believe apply.Base:All users-Digital Billboard/Outdoor ads(

48、4590),Radio Ads(2365)INNOVATIVE+15%RELEVANT TO THE LOCATION+4%DOOH RADIO VS.11%14%14%15%15%17%20%21%22%24%27%28%33%37%7%8%12%12%10%12%23%17%29%22%18%13%25%37%Has ads which improve the experienceHas ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads

49、 which help me to buy somethingHas ads which prompt me to interactHas ads which improve my perception of the brandHas the most informative adsHas ads which are relevant to my locationIs trustworthyHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular b

50、randsIs entertainingCREATIVE+9%LEFT AN IMPRESSION+6%PROMPTED INTERACTION+5%+8%USED BY POPULAR BRANDSADS THAT AIR WITH RADIO PROGRAMSRADIODOOHConsumers rated DOOH notably higher than radio in these metrics:THE DOOH DIFFERENCE20MAIN FINDINGS20Q3:We are going to show a list of statements that other peo

51、ple have made about different advertising formats.For each format we show you,please select the statements that you believe apply.Base:All users-Digital Billboard/Outdoor ads(4590),Newspapers ads(2137),Magazine ads(2118)ADS IN NEWSPAPERS&MAGAZINESINNOVATIVE(VS.MAGAZINES)+12%DOOH PRINT MEDIA VS.ENTER

52、TAINING(VS.NEWSPAPERS)+16%MEMORABLE(VS.NEWSPAPERS)+9%CREATIVE(VS.NEWSPAPERS)+14%LEFT AN IMPRESSION(VS.NEWSPAPERS)+8%RELEVANT TO THE LOCATION(VS.MAGAZINES)+7%11%14%14%15%15%17%20%21%22%24%27%28%33%37%11%10%20%23%15%21%29%14%28%20%23%16%35%32%8%6%18%17%12%13%31%20%37%15%13%12%30%21%Has ads which impro

53、ve the experienceHas ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads which help me to buy somethingHas ads which prompt me to interactHas ads which improve my perception of the brandHas the most informative adsHas ads which are relevant to my lo

54、cationIs trustworthyHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular brandsIs entertainingMAGAZINESDOOHNEWSPAPERSConsumers rated DOOH notably higher than print media in these metrics:THE DOOH DIFFERENCE2121TRADITIONAL OUTDOOR ADS THE DOOH DIFFEREN

55、CEMAIN FINDINGSDOOH OUT-OF-HOME VS.11%14%14%15%15%17%20%21%22%24%27%28%33%37%7%11%11%12%10%13%16%19%20%20%20%13%33%29%Has ads which improve the experienceHas ads which leave a strong impression on meHas ads which help me decide what to buy or where fromHas ads which help me to buy somethingHas ads w

56、hich prompt me to interactHas ads which improve my perception of the brandHas the most informative adsHas ads which are relevant to my locationIs trustworthyHas ads which are memorableHas the most creative adsIs the most innovativeIs used by the most popular brandsIs entertainingENTERTAINING+8%INNOV

57、ATIVE+15%CREATIVE+7%PROMPTED INTERACTION+5%MEMORABLE+4%Q3:We are going to show you a list of statements that other people have made about different advertising formats.For each format we show you,please select the statements that you believe apply.Base:All users-Digital Billboard/Outdoor ads(4590),B

58、illboard/Outdoor ads(5254)TRADITIONALDOOHConsumers rated DOOH notably higher than traditional out-of-home in these metrics:CONCLUSIONCTHE DOOH DIFFERENCE23CONCLUSIONIn many key categories,our survey indicates that consumers around the globe perceive DOOH as equivalent to or even exceeding other popu

59、lar channels,including TV,online video,and social media.They like,trust,and engage with DOOH and find it enhances their surroundings,often offering a favorable assessment of DOOH relative to marketers.of consumers say it makes their journey more interesting63%MARKETERS ARE INCREASING DOOH BUDGETSMar

60、keters,meanwhile,consider DOOH a core format for consideration for significant budget within media plans.They cite improved abilities to integrate,measure,and guide DOOH during media campaigns,especially through programmatic platforms through which theyre conducting other parts of their digital medi

61、a campaigns.32%of marketers are unaware of the performance attribution capabilities of DOOHMarketers also say that the significant investment they plan to put into DOOH is driven by programmatic enablement,the ability to target,and the newly enhanced capabilities of DOOH screens.These include locati

62、on targeting,the ability to dynamically adjust creative in close to real time,and the capacity to allow consumers to interact via their handheld devices.DOOH offers digital channel synergy,precision,efficiency,a lower investment bar for entry relative to available reach and scale,and an ease of prov

63、iding richer creative experiences for consumers.Marketers can also use DOOH to amortize media buys that include television,an arena that has recently seen inventory scarcity and price hikes.CONSUMERS LIKE,TRUST AND ENGAGE WITH DOOHTHE DOOH DIFFERENCE24CONCLUSIONReceptiveness to DOOH ads is clearly s

64、trong among consumers everywhere,as seen through their positive attitude towards its quality and innovation.As a non-interruptive channel,the survey findings seem to endorse our view that DOOH offers advertisers a unique opportunity to engage their audiences with high-impact and highly relevant mess

65、ages in spaces where those messages are welcomed by consumers.It offers a large creative canvas but also gives ad buyers the precision planning ability and agility of digital,programmatic media,as well as a powerful location-based element that drives a multitude of actions.The survey findings also v

66、alidate our view that DOOH does not replace existing forms of ad media but adds its own unique and complementary value for marketers.AKAMA DAVIESGLOBAL PRACTICE LEAD,DOOH,XAXISTHE DOOH DIFFERENCE25Further driving investment among marketers is the ability to measure DOOH via omnichannel and multitouc

67、h attribution models,giving them further data and ability to analyze the effect the DOOH advertising has in the context of their entire media buys.62%of marketers see DOOH as an important screen in integrated omni-video campaigns66%of omni-digital decision-makers activated new DOOH campaigns within

68、the last 18 monthsDOOH OFFERS A SUPERIOR COMBINATION OF BROAD-REACH MEDIADOOH advertising offers a superior combination of broad-reach media that provides the high-impact effects of traditional media formats along with the interactivity,targeting,buying efficiency,and omnichannel and measurement cap

69、abilities that all of the most prominent digital channels afford.Separate research conducted with marketers by the DPAA finds that DOOH bolsters many other channels when used in conjunction with them,leading to a positive impact on business outcomes.It could even be said that an absence of DOOH in a

70、 brands broad media strategy may limit the potential performance of other digital channels.CONCLUSIONDOOH OFFERS REACH AND OMNICHANNEL PERFORMANCEHOW DOOH IS USED IN THE MEDIA MIXAMONG MARKETERS:THE DOOH DIFFERENCE26CONCLUSIONDOOH boosts other advertising channels and has a multiplier effect on thos

71、e channels impact.Geo-targetingComplement a digital plan Contextual targeting 42%44%35%DOOH is seen favorably by marketers who are eager to utilize its advancing capabilities and availability across the globe.will transact DOOH programmatically in 2022,up from 27%in 2021will recommend DOOH in 202236

72、%81%AMONG MARKETERS:DOOH is seen favorably by consumers and inspires consumer actions,behaviors,and sentiments that help improve business outcomes.say that DOOH encourages them to search onlinesay that DOOH encourages them to make purchases say that DOOH connects with their social platforms50%50%66%

73、AMONG CONSUMERS:IN REVIEW:TOP WAYS MARKETERS USE DOOH:CONCLUSIONTHE DOOH DIFFERENCE27ADDITIONAL SOURCES:FOR MORE INFO: Davies:Something old,something new:How digital-first brands can thrive in out-of-home,”New Digital Age“The OOH transformation:From manual to omnichannel,”Xaxis 2021“Media Decision Makers Study,2H 2021,”DPAA&Xaxishttps:/newdigitalage.co/programmatic/akama-davies-something-old-something-new-how-digital-first-brands-can-thrive-in-out-of-home/https:/ consumer attitudes to digital outdoor advertising and its unique potential for brandsDOOHREPORT 2022