05.26.2022
DSP

Lost your audience? Find them out of home

by Stephanie Gutnik, Global Head of DOOH, Yahoo

Feel like you're watching more content than ever? You probably are. Total media consumption among U.S. adults has increased by 20.2% over the past decade, to an estimated 11+ hours in 2022.1 That said, advertising opportunities have decreased over the same time period. Yes, when it comes to reaching viewers, with ads, more is less. 

It’s estimated that the nine hours of advertising opportunity in 2011 decreased to less than eight hours in 2021, in part due to the adoption of OTT platforms.

We can assume that audiences spending less time with linear TV are substituting their viewing hours with OTT. According to a LiveRamp analysis, almost 75% of linear TV impressions could be reaching less than 25% of households. Need more proof? About 80% of Tubi streamers cannot be reached across the top 25 cable TV networks.3

This shift in media consumption versus opportunity to see an ad is best summarized by Mike Shields, noting, “(A) typical hour-long show in linear TV has about 15 minutes of ads. An hour in streaming? Less than 5 minutes. … How do you shove a $70 billion market into those five minutes – let alone grow the market?”

To expand on this question, where do you find those elusive consumers who have cut the linear TV cord and nixed ad-supported platforms in favor of subscription-based viewing/listening options?

The answer: Out of home. 

Out of home (OOH) is synonymous with big creative potential at a cost-effective CPM. Moreover, digital out-of-home (DOOH) screens are everywhere your target consumer is outside their household. From transit (freeway or subway) to the gym, office elevator, grocery store and shopping mall, the opportunity to see an ad is equal to time spent in these venues. 

OOH is also proven to reach light TV viewers, making it an important complement to and extension of TV and OTT media budgets. According to the OAAA, “The top ten video OOH networks reach 30% more adults 18-34 than cable or broadcast TV.”4 CTV platforms themselves are in on this strategy, using DOOH displays to acquire subscribers and promote content – discovery+ being one example. Netflix believes in the medium so much that it acquired billboards along the Sunset Strip in Los Angeles, California, thus becoming an OOH publisher.

Seamlessly integrating DOOH into an omnichannel programmatic campaign also helps its cause by making it easy for buyers who are using one DSP to do their jobs. Often seen as a brand awareness play, 91% of advertisers now believe DOOH can deliver on upper and lower funnel metrics .5 

For example, when Anheuser-Busch added digital out-of-home video ads to audio, native, cross-platform video and streaming for their Bud Light campaign, the brand saw a 2.4X lift in offline sales ROI compared to the benchmark.6 

With DOOH, more can also be less: More screens and more audience impressions with less work. 

Let’s connect to learn how we can help you find more audiences with less work using DOOH.

 

1 Ali, Aran, 28 April, 2021. "How media consumption has changed over the last decade (2011-2021). Visualcapitalist.com.
2 Sorin, 26 May, 2021. “The advertising opportunity challenge in 2021 – Why time spent on media is different to ad opportunity.” Sorinp.com.
3 Beet.TV. “Tubi projected to be $1 billion business and a “core pillar” for Fox.” Beet.TV.
4 Nicklin, Steve, 23 February 2022. “Sales tip: Top 2022 OOH trends: Growth projected at 11%.” Specialreports.oaaa.org.
5 Yahoo, Internal data, 2020.
6 Yahoo Ad Tech. “Bud Light: Driving retail with emerging formats.” Adtech.yahooinc.com.

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