Out-of-Home Advertising Drives Over 50% Higher ROAS by Targeting 'Movable Middle' Consumers

Out-of-home (OOH) advertising is proving to be a highly effective channel for influencing a crucial consumer segment known as the "movable middle," according to insights shared by AdQuick. This strategic targeting can lead to significantly improved returns on advertising spend.

AdQuick highlighted the unique ability of OOH to connect with these consumers, stating, > "OOH can actually influence and move the “movable middle.” The consumers in the middle that sometimes can be really hard to reach, but that you still can influence and derive growth with, they pay attention to out-of-home." This perspective emphasizes OOH's power in reaching audiences often overlooked by other media.

The "movable middle" refers to consumers who have a mid-range probability of purchasing a brand, typically between 20% and 80%. Research from MMA Global and Neustar indicates that this segment is up to five times more responsive to advertising compared to highly loyal or highly unresponsive buyers. Campaigns specifically designed to target this group have demonstrated a return on ad spend (ROAS) that is over 50% higher than traditional reach-based marketing strategies.

The Out of Home Advertising Association of America (OAAA), led by President and CEO Anna Bager, reported that OOH revenue surpassed $9 billion in 2024, marking a 4.5% increase over 2023. This growth outpaced other traditional media like digital display, cable TV, radio, newspapers, and magazines, underscoring the medium's increasing relevance. Bager noted OOH's strength as a mass-reach medium that fosters brand building and drives real-world actions.

AdQuick, a leading OOH advertising platform, leverages technology and data to streamline the planning, buying, and measurement of outdoor campaigns. The company connects advertisers with a vast network of media owners, enabling the rapid deployment of hyper-targeted campaigns. This technological integration enhances OOH's inherent advantages, such as its brand-safe environment and ability to integrate with digital channels.

The OOH industry continues to focus on innovation, with programmatic digital OOH (DOOH) showing rapid expansion. This technological advancement, coupled with sophisticated data and measurement capabilities, is making OOH an increasingly attractive and accountable component of omnichannel marketing strategies, further solidifying its role in influencing diverse consumer segments.