Outdoor advertising can drive consumers to a brand’s website and increase e-commerce, according to a study released this week by Arbitron. Consumers who spend a lot of time traveling on the road are more likely to be both heavy out of home advertising viewers and heavy Internet users.
The study found the outdoor audience is more likely than the average consumer to search for product information and coupons online regardless of whether they are making their purchases online or in a store. They also shop more frequently online and spend more money when they do.
According to a recent study conducted by MarketShare Partners for Clear Channel Outdoor, the indirect sales impact of out of home advertising is significant. For example, when an outdoor ad leads a consumer to find more information online that may then lead to a sale, outdoor advertising was found to be 47 percent more effective in driving sales.
Looking at the leading categories for Internet advertising for the first half of 2010, these are all sectors where outdoor advertising significantly increases web traffic. These categories all present opportunities for increased market share:
- Retail – $2.5 billion
- Telecommunications Companies – $1.7 billion
- Leisure Travel (airfare, hotels, resorts) – $841 million
- Financial Services – $1.5 billion
- Automotive – $1.3 billion
- Computing Advertisers – $1.2 billion
- Consumer Packaged Goods and Food Products – $980 million
- Entertainment – $508 million
- Pharmaceuticals & Healthcare – $576 million
- Media – $498 million
Sources: Arbitron, Clear Channel Outdoor, Interactive Advertising Bureau. MarketShare Partners
Arbitron Where Road Traffic and Web Traffic Merge
Outdoor Increases Internet Exposure
