Nielsen study: OOH most effective in driving online activity

The new study by Nielsen found that OOH delivers more online activity per ad dollar spent compared to television, radio, and print.

Activations from OOH past six months_Nielsen March 2017 Study

The survey shows that online activations including search, Facebook, Twitter, and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend. For example, OOH media accounts for 26% of gross search activations generated by TV, radio, print and OOH, combined but it only accounts for 7% of the total combined advertising spend.

Online Activations Indexed Against Media Spend_Nielsen March 2017 Study

“The Nielsen survey provides conclusive evidence of the value of OOH in driving online activity.  OOH serves as a trigger for online search with consumers on the go,” said Rosanne Caron, President; OMAC.

To view the full study please click here.

About OMAC

OMAC is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies. OMAC seeks to develop and implement new initiatives that serve as a resource to the industry and increase understanding of out-of-home media.

OMAC members include Astral Out-of-Home, Clear Channel Canada, Lamar Transit Advertising, OUTFRONT Media, PATTISON Outdoor Advertising and Quebecor Media Out-of-Home. OMAC members support the communities they do business in by donating more than $24 million annually in advertising space for charities and non-profit organizations. For more information visit

For more information please contact:

Rosanne Caron

President, OMAC

416.968.3435 x 108

Jacques Major

Director, Marketing and Communications, OMAC

416.968.3435 x 107


Director, Marketing and Communications, OMAC
416.968.3435 x 107

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