Out of Home Turns Attention Into Action Across the Consumer Retail Journey

As retail brands compete for attention in a fragmented media environment, new research once again confirms the power of Out of Home (OOH) advertising to capture attention, build brand connections, and inspire action among consumers who increasingly crave in-person experiences in the physical world.   

The latest study conducted by the OAAA in partnership with the Harris Poll found that 69% of adults ages 18-64 perceive OOH to be a more human advertising medium than online or mobile, while 64% feel OOH is more culturally relevant. These results are even more pronounced among younger Gen Z consumers who seek more in-person and spontaneous moments and opportunities to engage people in the real world. 

Additional notable findings include:

• 73% of adults prefer to be engaged through in-person experiences or local outdoor events.

• 80% are more likely to remember a brand when experiencing it through live product or retailer events.

• 80% are more likely to purchase a product when experiencing it in person.

• 50% are influenced by OOH when making a purchasing decision in a retail setting, rising to 64% when the ad is situated inside a retail location.

Collectively, these results firmly establish OOH advertising as a uniquely “human medium” with the power to drive engagement and influence buying decisions throughout the consumer retail journey. 

Source: OAAA