Engagement with digital OOH ad formats in the U.S. 2020

According to a study from 2020 on the engagement with outdoor digital advertising in the Unites States, it was found that 57 percent of respondents highly engaged with mobile digital billboards (e.g. those on moving cars, or trucks), meaning that they looked at, and noticed the mobile digital billboards most or all of the time. At the same time, street-level digital advertising caught the attention of 52 percent of the respondents.

Share of residents who were attentive to selected digital out-of-home advertising formats in the United States as of March 2020

Characteristic	Share of respondents
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Release date

August 2020

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Region

United States

Survey time period

February 24 to March 4, 2020

Number of respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

*the number of respondents varied depending on the question;
Q: How often do you look at advertising messages on digital billboards? Base: people, who noticed a digital billboard in the past 30 days, N =279.
Q: How often do you look at advertising messages on digital mobile billboards? Base: people, who noticed a mobile digital billboard in the past 30 days, N = 142.
Q: How often do you look at advertising messages on street-level digital or video displays? Base: people, who have noticed street-level digital or video displays in the past 30 days, N = 223.
Q: How often do you look at advertising messages on digital or video screens at a place of business? Base: people, who noticed digital or video screens at a place of business in the past 30 days, N = 279.
Percentages include respondents who said they noticed the formats most of the time and all of the time.

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