Increase Sales in Other Ad Media Are Good for All
Ad media have always been both competitors and collaborators. A media mix has long been considered an advertising best practice as it is more likely to increase the penetration of target audiences and how those audiences engage differently with messages on the various media.
Even as competitors, it’s a collective benefit to all local media and sales reps that ad sales are robust. It indicates businesses are active advertisers and understand the value of investing their ad dollars.
The Out of Home Advertising Association of America (OAAA) recently reported OOH ad spending increased 40.5% YOY during Q1 2022, totaling $1.8 billion. Digital OOH ad spending increased even more at 57% and almost half (47%) of the 100 out-of-home advertisers that spend the most doubled the dollars they allocated.
OAAA research continues to support consumers’ preference for both physical OOH messages and digital engagement. The combination has been further enhanced by many consumers, especially younger adults, sharing OOH ads on social media.
Movie theater box-office revenues have increased every month from the previous month since February 2022. After a total of $911.52 million during December 2021, 2022 started slowly as every year does. February’s receipts were $357.7 million, $778.5 million by May and peaked at $1.13 billion for July, more than double the July 2021 spending of $508.0 million. A sensational roster of summer blockbusters – Top Gun: Maverick and new Thor, Doctor Strange and Jurassic Park films – brought audiences back to theaters.
There is a certain synergy between movie-theater advertising and broadcast media. The audience must drive to the theater and then to other activities or home, creating a near-perfect media mix with radio and other audio media. Research shows theater audiences are usually more focused on screen advertising than TV commercials. TV viewers, however, are often interacting with a second screen. While commercials promote movies, consumers are accessing social media for more detailed information to drive even more interest.
Competition for ad dollars will always be spirited among long media but collaborative opportunities shouldn’t be overlooked that will increase local businesses’ satisfaction with a high-quality media mix.
