Outdoor Media: makes Reach, drives online search. But what do fully AVs have to do with it?

The Outdoor Advertising Association of America (OAAA) has recently made three statements regarding the achievements and prospects of outdoor advertising in America.
1. Continuing media fragmentation of the audience provides new opportunities for ООН (2016 annual Pew Research State of the News Media Report).

In a media environment of shrinking and fragmented audiences, OOH is actually growing in audience. Borrell Associates forecast time spent with OOH will grow 5 percent from 2013-2018, while all other traditional media would decrease except cable TV, which is projected to have an increase of less than 1 percent. That's why many of the most prominent newspapers are turning to OOH to drive audience engagement including The New York Times, The Wall Street Journal, The Washington Post, The Boston Globe and many more.

The rising consumer time spent with OOH is due to increasing mobility of the US consumer driven by record miles driven on US roadways, record levels of transit and airline passenger travel, continuing urbanization of the US where most OOH is located.
2. Fully automated vehicles (AVs) — the future of transport and mobility in America, which will also become a driving force in the economy.

Americans are exploring trends in automated driving, the duration of the process of its formation, the tasks facing automated driving, and еhe opportunities that it will open for outdoor advertising.

First results: in the immediate future, the use of AVs by car sharing, technology, and manufacturers are likely to be small in scale; drivers will continue to focus on the road and be exposed to OOH in the way they are today. However, the OOH industry need not wait to plan how it will continue to succeed as the various phases of AV development proceed. New "smart" OOH placements, such as smart benches, bus stops, and kiosks offer touch points with consumers. These networks offer opportunities to deliver an improved advertising experience, wireless connectivity, and public service messaging.

As AVs are deployed further, digital signage can become more interactive, engaging consumers whose attention will be diverted from driving. When drivers are no longer focused on the road, local jurisdictions may be more willing to allow dynamic billboard content. Along with research on new technologies, new consumer behaviors, and new spaces for OOH ads, the industry should begin to foster relationships with AV manufacturers and data-driven marketing companies to ensure OOH has a "seat at the table" as policy is discussed and shaped.
Fully automated vehicles and Out-of-Home Media
3. According to a new study released by Nielsen , outdoor advertising is the most effective offline medium in driving online activity.

The study showed that in the US Out-of-Home provides more online activity for 1 advertising dollar compared to television, radio and print.

According to the OOH Online Activation Survey, online activations including search, Facebook, Twitter, and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend. For example, OOH media accounts for 26 percent of gross search activations generated by television, radio, print and OOH, combined but it only accounts for 7 percent of the total combined advertising spend.

Nearly five in 10 US adults (46%) have used Google, Bing, Yahoo, or another Internet search engine to look up information after seeing or hearing something advertised on a billboard, bus shelter, or other OOH format in the past six months. Nearly 40 percent have visited a Facebook page or posted a message on Facebook after seeing an OOH ad.