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Rushmore Vote Campaign Highlights OOH Advertising’s Ability to Drive Social, Mobile Interaction

Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org


Rushmore Vote Campaign Highlights OOH Advertising’s Ability to Drive Social, Mobile Interaction

Study Shows Compelling OOH Campaigns Go Viral

Los Angeles (May 21, 2013) – A recent out of home (OOH) advertising campaign asking consumers to choose the next face to be added to Mount Rushmore has demonstrated the power of OOH to drive social and mobile interaction. The Rushmore Vote campaign, a test campaign sponsored by the Outdoor Advertising Association of America (OAAA), went viral, generating online responses from consumers in every US state; and nearly two-thirds of those who visited the polling website lived outside of the four targeted markets.

The campaign placed 164 billboard and bus shelter ads in Cincinnati, Sacramento, San Antonio, and Phoenix. Consumers were asked to vote online for the new face on Mount Rushmore: George W. Bush or Barack Obama.

When visitors to the website RushmoreVote.com were asked where they learned about the poll, 75 percent credited roadside billboards or bus shelters. 

“This relatively small OOH campaign drove online traffic from across the country,” said OAAA President & CEO Nancy Fletcher. “Even those who learned about the campaign online were aware it originated on OOH ads, painting a clear picture of the medium’s role in today’s evolving interactive landscape.”

An analysis of the campaign by media and marketing research firm Arbitron also found most (57%) visitors to the voting site used a mobile or tablet browser to access the site. This finding underscores the relationship between OOH and mobile devices, making a solid case for direct response marketing. 

Over one-third (37%) of referral traffic across all markets came from social networks. Among the traffic, Facebook was the leader at 79 percent.

The four-week campaign generated 17,681 user sessions with 15,679 unique visitors.

Voters overwhelming agreed Mount Rushmore is fine the way it is, with 69 percent indicating neither George W. Bush (11% of the vote) nor Barack Obama (20% of the vote) should be added.

For a full campaign analysis, members of the media may contact Nicole Hayes at nhayes@oaaa.org or (202) 330-2432.

Arbitron Inc. is an international media and marketing research firm serving the media—radio, television, cable, and OOH; the mobile industry as well as advertising agencies and advertisers around the world. Arbitron businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media, and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia, and Australia, and developing application software used for analyzing media audience and marketing information data.

OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $6.7 billion annually in ad revenues and donates more than $450 million in space each year. For more information, please visit www.oaaa.org.

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