Ad dollars spent in out-of-home (OOH) advertising, which includes digital signage found in motor vehicle offices, “positively impact purchase behavior,” according to Jim Spaeth of RealityMine, who conducted a recent study.
The report determined…
- “Consumers… rarely leave home without their trusted mobile devices. OOH’s reach, interactive capabilities, and captivating messaging move the consumer to reach for their mobile devices to learn more about a brand (product or service).”*
- OOH is more likely to reach consumers in the hour leading up to mobile activities (including email, apps, online shopping & more), outperforming TV, Radio and Print.
- Four out of ten respondents indicated they were exposed to an OOH message one hour prior to engaging in their mobile online shopping action.
| Smartphone User Media Exposure In The Hour Before Mobile Activity | |||
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Exposure Before Mobile Social Activity | Exposure Before Mobile Search Activity | Exposure Before Mobile Shopping Activity |
| Any Out-Of-Home Media | 28% | 32% | 43% |
| TV | 27% | 26% | 27% |
| AM/FM Radio | 8% | 9% | 12% |
| Print Newspaper | 1% | 2% | 3% |
Source: OAAA/RealityMine, May 2015
The report concludes…
- “OOH is often the first step on the path to purchase … (and) … can secure shopper engagement with an effective hand-off … to mobile.”
― Jim Spaeth , Chief Product Officer for RealityMine
Source: Outdoor Advertising Association of American (OAAA), in association with RealityMine using USA TouchPoints, reported by Jack Loechner, Center for Media Research; *Stephen Freitas, OAAA Chief Marketing Officer
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.