TV, OOH Ads Said to Drive Online Search & Social Activity
Various traditional media advertising types are at least as effective -if not more so – than online banner ads in driving search and social activity among US consumers, according to a recent study from Nielsen and the Outdoor Advertising Association of America.
Although TV ads had the most impact on online search behavior, OOH ads rivaled TV ads in their ability to prompt respondents to either visit a page or post a message on Facebook.
Interestingly enough, respondents were slightly more likely to claim to have posted something on Twitter and Instagram in response to an out-of-home ad than to a TV ad. These results suggest that while TV ads are the most likely to drive search activity, OOH ads are just as likely – if not more so – to prompt social media activity.