MarTech Series - Marketing Technology Insights
AdQuick.com, the top out-of-home (OOH) advertising marketplace in the world, announces the results of its report, Debunking Myths and Misconceptions about Out-of-Home Advertising, 2022. AdQuick commissioned a third-party research firm to anonymously survey B2B and B2C advertisers in the United States to highlight advertisers’ concerns around economic uncertainty and how it affects their budgets, strategies and plans to buy OOH ads in the future. It also showcases misconceptions advertisers hold against OOH and shines light on opportunities to leverage OOH during periods of economic recession.
“Not surprisingly, the research shows advertisers are under immense pressure to make the most of their budgets and deliver results, especially as brands cut budgets and teams in anticipation of a possible recession,” said Matthew O’Connor , CEO of AdQuick. “Fortunately for brands that are looking to get the most out of their campaigns, it’s clear that modern OOH can deliver. The biggest hurdle is simply moving beyond these misconceptions and embracing OOH for the recession-friendly format that it is.”
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The survey respondents revealed their top concerns including:
While the findings reveal struggles advertisers face, it’s also clear the stronghold old notions have on many advertisers, especially when it comes to the time, money and resources they think it takes to plan, launch, and measure OOH campaigns. These misconceptions are especially detrimental during economic uncertainty. This is where several misconceptions about OOH stand out:
“We speak to hundreds of brands a month that initially hesitate to give OOH a bigger slice of their campaign budgets,” said O’Connor. “But once they understand modern measurement and performance, and see a clear path to campaign success, they embrace OOH for the powerful advertising channel it is.”
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PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content -- and then distribute and measure results. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions.
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