LOS ANGELES MARKET RESEARCH

Advertisers now have new evidence on the value of transit advertising in the out-of-home media plan. Outdoor ads show strong 7-day recall. With the exception of the most rural counties, buses, bus stops and taxis show 7-day recall in the 50% to 60% range. Among upper-income target groups ($50,000/yr +), 7-day awareness grows. Additionally, this study reveals that the greater the time spent in a vehicle, the greater the 7-day recall for transit advertising and street furniture. (Arbitron National In-Car Study 38)

(Washington, DC) – Despite a softening economy, out-of-home advertising industry revenue grew 1.7% in the second quarter of 2008, accounting for $2.2 billion in advertising expenditures. “This growth of the out-of-home advertising industry speaks to the continued increase in popularity of the outdoor medium, even during these softer economic conditions”, said Stephen Freitas, Chief Marketing Officer for the Outdoor Advertising Association of America. Consumers are still commuting and traveling. “The reach of outdoor advertising is unchanged while other media suffer from fragmentation and declining audiences,” said OAAA’s Freitas. “Outdoor is the one medium which is difficult to avoid and can provide advertisers with great value for their dollars”.