What Form of OOH is Most Valuable?

Yesterday JCDecaux issued a press release announcing that Airport advertising delivers the highest perceived value and prestige compared to other advertising channels.  a survey of 6,000 consumers in China, France, Germany, UK and the USA found that airport advertising scored highest for perceived value and prestige.

Indexed results for value (e.g. how much consumers would expect to pay for a good if it were advertised on a certain media platform

Airport advertising.    111

TV.    101

Print.   100

Mobile.     95

Website.    94

Indexed survey results asking how prestigious a product was if it was advertised on a media platform.

Airport advertising.    113

TV.    99

Mobile.    99

Website.    99

Print.    98

Insider is somewhat skeptical about surveys because the answer can be influenced by how you ask a question.  A more objective take on the value of alternative media is what the cpm or cost per thousand impressions to advertise.  CPM captures what advertisers do as opposed to what they say.  PJ Solomon’s October 2021 Media Monthly report shows that airport advertising has the highest CPM of all forms of out of home and is second only to newspapers and primetime broadcast TV among all forms of media.

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