OOH Drives Online Search Activity More Than TV, Radio and Print

Hello, friend:

In the fourth quarter of 2015, the Outdoor Advertising Association of America (OAAA) and its members
conducted an experiment meant to demonstrate the role that out of home (OOH) advertising can play in
driving digital engagement.

We’re thrilled to share those findings with you. And we’re thrilled in part because we conducted this
experiment on you, our fellow media and advertising professionals. It’ll be a fun ride, we promise, and we
thank you in advance for going on it with us.


In what follows, we will discuss the challenges facing digital advertising while exploring the interactions
between the real world and digital media. The intent of this paper is to arm marketing, advertising and
media professionals with insights into the current state of digital accountability, while introducing new ways
of thinking about the role of OOH in world-class integrated media plans.

When all is said and done, we hope to spark a frank conversation about digital advertising’s reality problem
and demonstrate how OOH can help make digital real.

Ready? Welcome to the real world!

Read More: Feel The Real White Paper