Digital-Out-of-Home (DOOH) and Out-of-Home (OOH) ads deliver results: Consumers recall ads, take follow-up actions, and make purchases after seeing them. Both reach people during key moments in their day, when they are positioned to act. Following are highlights from a recent study*:
RECALL/ENGAGE
High recall and engagement numbers point to a strong connection between ad visibility and consumer action:
- Nearly three-quarters of consumers recall seeing DOOH/OOH ads.
- Over 70% also engaged with the ad they saw and the most compelling creative leans into clear product/service benefits.
- With almost 75% recall overall for ads, the pathway from seeing to doing is clear and effective.
ACTION/PURCHASE
People take additional actions, deepening the connection between consumers and brand:
- Over 85% take action after seeing a DOOH/OOH ad for various industries, whether it is searching online, reading reviews, visiting websites, making a purchase, etc.
- More than two-thirds recall seeing the ads, and 83% report taking action, ranging from purchases to social media engagement for other types of industries.
- The action/purchase percentages often increase after seeing a DOOH/OOH ad in high traffic environments.
DOOH/OOH ads bridge the gap between physical and digital interaction:
OOH has a unique ability to drive both real-world and digital engagement, while DOOH adds another layer by enabling real-time messaging and more personalized creative. Both further increase recall and responsiveness.
Source: Streetfightmag.com, reported by Kathleen Sampey; *Harris Poll commissioned by OAAA