Gail Chiasson, North American Editor
A new study released today by the Outdoor Advertising Association of America has found that out-of-home advertising can intercept consumers near or at the point of purchase better than any other ad medium.
The study, conducted by RealityMine using USA TouchPoints, also revealed OOH is the ideal ad medium to reach consumers as they engage with mobile devices.
“This deep, multidimensional study offers multiple proof points to support the value of OOH,” says Stephen Freitas, OAAA chief marketing officer. “With the help of smartphones, we can demonstrate how OOH can intercept consumers who are near or at the point of purchase like no other ad medium.”
The report found that OOH produces the best combination of reach and consumer activity of all media. Consumers reported action responses – purchases, online searches, brand-related social media activity, etc. – within a half-hour of exposure to OOH advertising 22% of the time.
The report also determined that OOH is more likely to reach consumers in the hour leading to online mobile activities – use of email, websites, and apps – than any other traditional medium. Additionally, OOH outperforms traditional media in the hour before specific mobile behaviors – online shopping, searches, and social media activity including brand interactions and check-ins – that are of interest to advertisers.
“In today’s marketplace, consumers are on-the-go more than ever before and rarely leave home without their trusted mobile devices,” says Freitas. “OOH’s reach, interactive capabilities, and captivating messaging move the consumer to reach for their mobile devices to learn more about a brand.”
The report also found consumers feel positive while experiencing OOH advertising, which occurs nearly 20 hours in a week – higher than all media other than TV. In 82% of OOH exposures, consumers reported positive emotions, alertness, or purchase considerations within a half-hour.
“We’ve long known that OOH is often the first step on the path to purchase,” says Jim Spaeth, chief product officer for RealityMine. “Today, we’ve learned that brands can secure shopper engagement with an effective hand-off from OOH to mobile. This one-two punch has become a key success strategy for brands and retailers alike. Our research for OAAA provides media agencies and marketers alike with strong quantitative evidence showing that ad dollars spent in OOH will positively impact purchase behavior.”
The analysis of the study was based on data from nearly 2,000 smartphone users. Data was captured via the eDiary app in half-hour increments over 10 days and tracked details such as location, mode of transport, activity, social setting, media exposure, purchase behavior, and emotional context.
For more information and copy of the study, contact Nicole Hayes at nhayes@oaaa.org.
With headquarters in Manchester, UK, and offices in New York, Los Angeles, Chicago and Silicon Valley, RealityMine’s market-leading RaaS (Research as a Service) platform enables market researchers to actively engage with opt-in panelists regarding their daily behavior, while passively collecting and analyzing their digital activity across devices including mobile phones, tablets, PCs and smart TVs. Today RealityMine operates in over 20 countries around the world and on every continent except Antarctica. RealityMine’s TouchPoints is currently available in the U.S. and Canada, as well as in Britain through the IPA; additional countries are planned to launch in the coming months.
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