Out-of-Home Advertising Tops All Media In Connecting With Consumers Near Point of Purchase

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


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.