Brands need response- not just awareness, especially when it comes to maximizing return on brand building events. What’s a limited-time pop-up, sponsored performance or industry tradeshow without the attendees that make it a worthwhile investment? Out-of-Home advertising adds an important physical element to event marketing, connecting the dots between awareness and real action through on-street touchpoints.
Brick-and-mortar retail needs to command the same footfall as these events. OOH street level ads prime potential customers as they go about their daily activities with high likelihood of influencing in-store purchase decisions; insights from Morning Consult indicate that nearly half of adults say OOH ads impact in-store purchase decisions, and 71% rate OOH ad messages pertaining to limited time offers as the most likely to influence potential in-store purchases.
Store Opening
Digital OOH with its built-in creative flexibility drives particularly high rates of action; research from Harris Poll indicates that 76% of US adults took an action based on recent digital OOH ad exposure, and nearly half (49%) say DOOH ads are likely to make them act – higher than any competing ad media. Additional findings from Morning Consult highlight how OOH successfully drives foot traffic; of the 78% of recent OOH ad viewers who took an action, 23% visited a store or other business being advertised.
In-Store Sale
OOH Exposure Transforms into Mobile and Online Action
Despite living outside of mobile and online spaces, street level outdoor ads accelerate mobile and online action, from QR-code scans to social media visits and even mobile purchases; a survey from Comscore found that within the past six months, 41% of US adults used a search engine to look up information after being exposed to an OOH ad, while 33% searched the advertiser on social media, 30% searched for videos about the advertiser, 28% visited the advertiser’s website, and 20% made an online purchase.
OOH is a Cost-Effective Medium for Online Engagement
In that same survey, Comscore explored how OOH’s power in driving consumer engagement as compared to other advertising formats. The findings are impressive; OOH accounts for only 4.1% or $7.35 billion of the total $179 billion spent on all media in a year, however it accounted for 22% of search engine action- an index of 5.3 times the expected rate given its relative spend.
Online Sale
These insights support OOH as a highly cost-effective media format with an ability to cut through the noise of oversaturated online and TV ad spaces to drive real action among a mass audience of diverse urban dwellers.