Digital Out of Home (DOOH) advertising is a highly effective media channel, spurring higher action rates and more frequent engagement than competitive media
The Out of Home Advertising Association (OAAA) released the results of the latest Harris Poll examining consumer perceptions of DOOH advertising and the impacts of DOOH ads on consumer behaviors and actions.
According to the key findings of the survey, consumers are overwhelmingly receptive to DOOH ads in a positive way, with 73% holding a favorable opinion of the media channel, the highest rank among all major media types.
The results also demonstrate the indisputable impact DOOH ads have on consumers, with 78% acting after seeing a DOOH ad such as visiting a restaurant, purchasing the advertiser’s product, or discussing the ad with friends.
The poll further underscores the memorability and staying power of DOOH messaging, with 91% of consumers that are in a vehicle weekly, seeing and responding to out of home ads along the way. Overall, 62% of consumers recall seeing a recent DOOH ad.
Source: OAAA / Harris Poll
