Out of Home is number 1 for driving brand awareness and desirability

The Outdoor Media Association (OMA) has released the results of the Day in the Life survey conducted by Dynata and Thrive Media for MOVE (Measurement of Outdoor Visibility and Awareness).  

The survey was completed in November 2022 with a sample size of 2,962 to test the perception and role of all media channels coming out of COVID-19

“We are excited by the results, as they confirm what we know to be true about Out of Home. Creating Brand Awareness and Desirability is really our sweet spot, but Outdoor is also effective for prompting trial. The research complements other studies that have shown that Out of Home, TV, and Online work really well together— with the potential to increase ROI by up to 27 per cent, ” says OMA CEO Elizabeth McIntyre. 

The highest percentages to come out of the survey were for Driving Awareness, where Out of Home (OOH) was strongest across all demographics but particularly with Gen X and Millennials.

Social Media took the top spot for Prompting Trial, with Outdoor and TV channels tied.

For more information: Day in the Life Study - OMA