OAAA - Marketing Research

Marketing Research

Consumer Measurement

The Arbitron Outdoor Study (PDF) - A comprehensive examination of American pedestrian traffic, vehicle drivers/passengers, commuters and their media habits in terms of newspaper readership, local television news viewership and radio listenership.

The Arbitron National In-Car Study (PDF) - This study provides a detailed examination of America's in-car audience and their exposure to outdoor advertising, radio and audio technologies. This study also examines the shopping and purchase decisions of America's mobile consumers.

The Arbitron Outdoor Industry Needs Analysis (PDF) - The study provides an analysis of the outdoor medium and the needs expressed by advertisers, agencies and outdoor media executives.

The Arbitron Cinema Advertising Study (PDF) - The study profiles American moviegoers’ entire cinema experience and examines exposure to advertising in the cinema.

The Arbitron Airport Study (PDF) - represents the first comprehensive analysis of the airport media audience and their consumer profile.

Arbitron Metro Commuter Profiler - Here's an easy-to-use tool you can use to show prospects the opportunities of which they can take advantage with out-of-home. It is called the Arbitron Metro Commuter Profiler, and it is free! Just click here and enter your metro area.

Case Studies

The OAAA case studies demonstrate the great strength of outdoor at building brands. Each provides background on the advertiser, the objective of the program, and the results of the campaign. This ever-expanding collection of case studies provides valuable insight into the successful execution of outdoor campaigns.

Research Reports

This section houses some of the outdoor industry's most prominent research studies? Studies that were previously available to members for sale are now available to download at no charge.

Did you ever question?

How various outdoor displays generate awareness?
How effective outdoor advertising is at influencing purchase decisions?
If outdoor was an effective medium for reaching kids?
How to design effective outdoor creative?
How to build brands using the outdoor medium?

The answers to these issues and many others are tackled in the studies posted in the research reports section.

The files are provided in Adobe Acrobat Portable Document Format (PDF). Download Acrobat Reader.