OOH has a major bearing on in-person shopping decisions: OAAA study

An Out of Home Advertising Association of America (OAAA) study on ‘OOH Impact: Retailer & Influencer Marketing’ cites that 68% of the respondents to a survey said they notice OOH ads while enroute to retailers and a similar number stated that they notice ads that are very close to or right outside a store.

The study, conducted along with Morning Consult, highlights OOH’s ability to influence buying behaviour, with 42% of the respondents having reported that OOH ads directly impact their in-person shopping decisions. “Once inside a store, three-fourths of adults (75%) notice OOH ads, with higher rates among adults 30-44 (81%), those making over $100K (81%), and consumers with a post-grad degree (85%),” the findings say.

The findings also point out that ad messages that have the most influence on how much they purchase at a store are: buy one get one free, discount/promo codes, and free shipping or delivery. “OOH offers brands a significant opportunity to reach and influence shoppers,” says Anna Bager, President and CEO, OAAA. “From the drive to a retailer, to the walk down a store aisle, this research confirms out of home advertising’s ability to directly impact in-person purchases.”

Influencers have a big impact on OOH outcomes. The report says “leveraging influencers, creators, and celebrities in their ad campaigns has proven to be fruitful in the OOH arena, where ad dollars deliver strong ROI. Nearly a third (31%) of U.S. adults are more likely to purchase a product/service when a familiar influencer, creator, or celebrity is featured in the OOH ad”.

OOH ads featuring influencers, creators, or celebrities can also impact social media engagement, with two-in-five adults (39%) reporting they’re more likely to re-post an OOH ad with a familiar influencer, creator, or celebrity.