Drive Real-World Action
Whether it’s social media, podcasting, search engine advertising, or AI-generated ad copy, there’s a lot of buzz in the marketing world.
When it comes to engaging with consumers, however, one medium dominates: OOH advertising.
Nine out of ten (88%) adults say they’ve seen an OOH ad, and nearly eight out of ten (80%) say they’re motivated to take action on it, according to a new survey from OAAA and Morning Consult.
Consumers respond to OOH Advertising
While most ad formats disrupt the consumer experience, OOH advertising seamlessly permeates the consumer journey, enhancing the consumer experience. It’s no wonder, then, that OOH advertising earned more net favorability than any other form of digital media, like radio, podcasts, or streaming audio.
The cachet of OOH advertising is evident in the myriad ways consumers interact with it. Of the 88% of consumers who see OOH ads, the vast majority (80%) have engaged with it in some way. Seventy-seven percent (77%) use a mobile device to find out more about the product featured in the OOH ad. Fifty-three percent (53%) use their mobile device to look up more information about the advertiser. And Forty-one percent (41%) have made an online purchase in response to an OOH ad.
OOH ads often transform into online content, which broadens the reach of an ad campaign. One in 6 viewers (1 in 6) snap a photo and share it on social media.
According to a recent survey of 27,000 adults, 45 percent of those who recently saw an out of home (OUH) ad that directed them to a store, business or restaurant said they visited the store within 35 minutes and 76 percent said they made a purchase after seeing the ad.
“Out of home media has a huge geographic footprint, meeting consumers right where they are, and improving their experience,” said Anne Bager, OAAA President & CEO. “Whether it’s on billboards of all sizes and types, at bus stops and subway stations, at movie theaters, or on digital screens at sporting arenas, OOH media increases brand awareness and drives strong business results.”
