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Follow on Google News | ![]() New Research Says 92% of Marketers to Boost Out-of-home Budget in 2022 as Digital Ad Returns DeclineSurvey respondents are looking for alternatives to paid social as digital advertising fatigue increases among audiences, most saying OOH is perfect counterbalance
By: OneScreen.ai "Over the past decade, digital marketing channels like paid social and paid search have become the most popular way to advertise, yet in recent years, brands are struggling to stand out among the noise," said Jeanne Hopkins (https://www.linkedin.com/ Marketers who responded to the survey agree that OOH placements are essential for reinforcing brand message (93%) and standing apart from competitors (76%). They also say OOH delights and surprises consumers who are increasingly difficult to impress online. Sixty-one percent of survey respondents say the challenges of competing with massive brands for search position are partly to blame for declining digital ad returns, while 60% say growing consumer digital fatigue and distrust of digital ads are factors. Increased online focus during the COVID-19 pandemic made SEO competition even tougher, cited by 77%. As a result, approximately one-third of marketers are testing OOH placements as an alternative channel to bolster lackluster digital ROI. The possibilities with OOH advertising are endless, including mobile billboards on LED trucks, wall murals, TVs in public facilities and arenas, transportation signs, and billboards of all kinds that can be digitally enhanced. Today's OOH is delivering more engagement with 84% of marketers predicting a rise in interactive OOH ads in 2022. To download the results in the report, Rising Above Digital Fatigue with OOH (https://www.onescreen.ai/ https://www.onescreen.ai/ All trademarks recognized. # End
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