The Billboard Buzz

What Did the 2025 Harris Poll/OAAA Study Find? The April 2025 Harris Poll and Out of Home Advertising Association of America (OAAA) study revealed a powerful insight: 87% of U.S. adults aged 18-64 are interested in sit-down or fine dining restaurant OOH ads . Out of these consumers, messaging focused on restaurant locations (35%) and cost-saving opportunities (34%) generated the most interest. Other top performers included promoting new food or drink offerings (32%) and showcasing popular menu items (31%). [Source: Harris Insights & Analytics LLC, 2025] Why Is OOH So Effective for Restaurants? Out-of-home advertising naturally reaches consumers where dining decisions happen: on the go . Whether commuting, shopping, or traveling, people are exposed to visual cues that can trigger cravings and meal plans. Fine dining and sit-down restaurants, in particular, benefit from: High visibility: Large, attractive billboards grab attention instantly. Loc...

The Report Summary A recent study by the Out of Home Advertising Association of America (OAAA) has revealed that strategic, incremental budget reallocations to Out of Home (OOH) advertising can substantially enhance return on ad spend (ROAS) and other critical brand metrics. Conducted by Benchmarketing, an Omnicom Media Group consultancy specializing in marketing effectiveness, the report, titled Media Plan Optimization: Analysis of Incremental Increase to OOH Share , utilized advanced econometric modeling to understand the potential of budget shifts in various industries. Key Insight : OOH advertising, historically underused, proves to be a significant addition to the marketing mix—even modest budget reallocation to OOH from oversaturated channels like TV and digital advertising results in impressive gains. OOH Advertising’s Role in ROI and Brand Metrics Anna Bager, President and CEO of the OAAA , emphasized the study's core insight: OOH advertising is highly ...

While the concept of billboards is universal, their use, design, and effectiveness can vary significantly across different markets worldwide. In this blog post, we’ll explore the unique characteristics of billboard advertising in various regions, the cultural influences on design, and the trends shaping the future of this dynamic form of out-of-home (OOH) advertising. The Evolution of Billboard Advertising Billboards have existed since the early 19th century, evolving from simple roadside signs to sophisticated digital displays. The basic principle remains the same: to capture passersby's attention with compelling visuals and concise messaging. However, how different countries and cultures utilize billboards reveals much about local advertising practices and consumer behavior. North America: Innovation and Regulation In North America, particularly the United States, billboards are a staple of the advertising landscape. The U.S. boasts one of the most mature b...