Faith in OOH, article from OAAA
February 4, 2013
We found this article from OAAA interesting and thought we would share. Let us know if you have any questions.
According to a recent Gallup poll, 77 percent of Americans identify themselves as members of a Christian religion, and 69 percent identify themselves as moderately or very religious. However, the US Congregational Life Survey shows that churches have been experiencing a high rate of turnover in their membership. One in three respondents said they joined their congregation in the last five years, with 18 percent having joined in the previous two.
The upcoming Lenten season and the approach of the Easter and Passover holidays will provide places of worship with an increased opportunity to draw in new members. The average American spends about 23 hours a week traveling outside the home, exposed to OOH advertising formats. That is nearly twice the hours spent listening to the radio and almost four times the hours spent reading a newspaper. The longer exposure time means OOH can be used with other media to amplify the reach of a media plan, with surveys showing a campaign using both OOH and radio can boost reach by 45 percent over a media plan using radio alone.
OOH is an ideal medium for connecting with the increasingly mobile American population and can help churches and synagogues bring in new members during the holiday season.
Sources: Gallup, Posterscope OCS, U.S. Congregational Life Survey, USA TouchPoints