Don't take our word for it. Read the research findings below to learn how effective outdoor advertising can be.

Highlights of Some Research Findings

According to the Point of Purchase Institute displays using motion have been determined to be the most effective advertising in product sales.

The Transportation Advertising Council of America (TACA), a specialty group of the Outdoor Advertising Association of America, confirmed mobile media's effectiveness in a 2001 study. According to Outdoor Advertising Magazine (July/August 2002), TACA’s market research indicated that:

• Messages on outdoor mobile billboards have a 97% recall rate.

• 96% of respondents said mobile is more effective than traditional outdoor advertising.

Findings by the American Trucking Association and 3M in their research on mobile advertising include:

• 91% of the target audience noticed text and graphics on truck advertising.
• 35% of respondents looked closely at the trucks.
• 29% of those surveyed said they would buy products advertised on trucks.

• 75% of individuals develop an impression about a company and its products or services after seeing truck or van graphics.

Arbitron/Edison Media Research National In-Car Study

Significant findings

• Americans report spending an average of 15 hours a week in-car, either as driver or passenger, and perceive traffic is getting worse. Commute times, from the recent Census, have increased 14% from 1990 to 2000.

• By illuminating outdoor advertisings all night long, advertisers can increase audience impact by 16%. Nationally, overnight (11PM- 6AM) car audiences reach 36.2 million and increase advertising impressions by 16%.

• Young men 18-34, elusive to TV advertisers, have huge exposure to outdoor media. With TV viewing levels dropping among young men, outdoor and out-of-home can supplement the media plan. The average consumer spends 15 hours a week in car while men 18-34 spend an astonishing 20 hours per week in car; a 33% increase. Men 18-34 clock 39% more miles each week (425 miles) versus the national average (306 miles).

• In-car audiences are a vital advertising consideration in all-sized U.S. media markets.

Contrary to the perception that only people in large cities spend significant amounts of time in car, consumers in small and medium-sized markets also show long commute times and time spent in vehicles.

• A significant amount of shopping occurs on the way home from work. Consumers report these purchases are contemplated during the day and on the way home. As such, out-of-home media such as outdoor advertising and radio are vital to impact shopping and purchasing on the way home from work.

• The more miles Americans travel in-car each week, the less time they spend with television.

Mega-Milers—those who travel (as a driver or passenger) more than 260 miles per week in car—are upscale, educated and far more likely to be employed full-time than the average American.

• Outdoor and radio advertising are very complementary. Not only are Mega-Milers heavily exposed to outdoor advertising, they also spend more time with radio overall and in-car. Outdoor and radio are the two media with the highest exposure just prior to consumers’ purchases.

• Since 1999, radio listening has decreased both at home and at work, while the in-car location has seen an increase in listenership. In-car radio listening now represents the number one location of listening for popular advertising demographics such as Persons 18-34 and 25-54.

• Outdoor advertising and radio commercials deliver immediate results for advertisers.

• Twenty-nine percent say outdoor advertising caused them to visit a retail store within a week.

• Fifty-six percent say radio advertising caused them to visit a store in a week.

• The more time spent in car, the more likely that outdoor and radio advertising motivates consumers to visit a retail store.