Out-of-home advertising sets up mobile search and shopping
A new study by the Outdoor Advertising Association of American (OAAA), in association with RealityMine using USA TouchPoints, found out-of-home (OOH) advertising produces the best combination of reach and consumer activity of all media.
Consumers reported action responses, purchases, online searches, brand-related social media activity, etc., within a half-hour of exposure to OOH advertising 22% of the time.
Stephen Freitas, OAAA chief marketing officer, says “… this… study offers multiple proof points to support the value of OOH… with the help of smartphones… OOH can intercept consumers who are near or at the point of purchase like no other ad medium… ”
OOH is more likely to reach consumers in the hour leading to online mobile activities (use of email, websites, and apps) than any other traditional medium, says the report. Additionally, OOH outperforms traditional media in the hour before specific mobile behaviors (online shopping, searches, and social media activity including brand interactions and check-ins) that are of interest to advertisers.
|Smartphone User Media Exposure In The Hour Before Mobile Activity|
|Exposure By Medium In The Hour Before:|
|28% of Mobile Social||32% of Mobile Search||43% of Mobile Shopping|
|Any OOH media||28%||32%||43%|
|Billboards,transit, street furniture||23||25||36|
|Source: OAAA/RealityMine, May 2015|
Freitas added, “… 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…”
The report also found consumers feel positive while experiencing OOH advertising, which occurs nearly 20 hours in a week, higher than all media other than TV. In 82% of OOH exposures, consumers reported positive emotions, alertness, or purchase considerations within a half-hour.
Jim Spaeth, chief product officer for RealityMine, concludes by noting that “… OOH is often the first step on the path to purchase… (and) brands can secure shopper engagement with an effective hand-off from OOH to mobile… a key success strategy for brands and retailers… “
The study was based on data from nearly 2,000 smartphone users, captured via the eDiary app in half-hour increments over 10 days and tracked details location, mode of transport, activity, social setting, media exposure, purchase behavior, and emotional context.
For more information and a copy of the study , please visit here.
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