Where to Find Your Lost Audiences. Here’s a Clue, You’ll Find Them Out of Home

Artistically blurred photo of digital billboards in New York City

By Stephanie Gutnik, Global Head of DOOH, Yahoo

Does it feel like you’re watching more content than ever? You probably are. And you’re not the only one. Total media consumption among U.S. adults has increased by 20.2% over the past decade to an estimated 11+ hours in 2022.1 Sounds like an opportunity for brand growth, right? However, advertising opportunities have decreased over the same 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, partly due to the adoption of OTT platforms.2

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 reach less than 25% of households. Here’s more proof. About 80% of Tubi streamers cannot be reached across the top 25 cable TV networks.3

This shift in consumer media consumption versus an opportunity to see your ad is best summarized by Mike Shields, founder of Shields Strategic Consulting, 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?”

Let’s expand on this question a little. 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?

You’ll find 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) they take daily, the local gym, office elevator, favorite grocery store and local shopping mall, the opportunity to see a DOOH ad is equal to time spent in any one of 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 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 famous Sunset Strip in Los Angeles, California, thus becoming an OOH publisher.

Integrating DOOH into an omnichannel programmatic campaign also helps its cause by making it easy for buyers 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

Raise a toast to this 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

Ready to get out there?

We make it easy to plan, visualize and buy DOOH campaigns programmatically in our DSP. You get access to 258K screens globally across nearly 100 venue types, so connecting with the audiences you want is as easy as a trip out your front door. Plus, you get precision targeting and enhanced measurement for control and insights that help you optimize your campaigns.

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

To learn how we can help you find more audiences with less work, let’s connect today.

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.