Digital OOH Ads Lead 50% of Consumers to Purchase on the Spot

BY Rachel Cagle
Featured image for “Digital OOH Ads Lead 50% of Consumers to Purchase on the Spot”

As Americans get more comfortable heading back outside, out-​of-​home (OOH) ad popularity continues to grow! According to a report by Out of Home Advertising Association of America (OAAA), “OOH advertising revenue increased by 16.7 percent in 2021 compared to the previous year, accounting for $7.1 billion.” While traditional OOH did well, it was digital OOH that led the growth.

Digital OOH Leads the Pack

In 2021, digital OOH ad revenue increased by 22.7% year-​over-​year, according to the OAAA. The fourth quarter of 2021 showed the most growth at 49.6% higher than Q4 2020. And that growth is showing no signs of slowing down. According to the Digital OOH – Global Market Trajectory & Analytics report, the digital OOH market is estimated to reach $24.9 billion by 2024. The U.S. is predicted to account for 32.2% of this total.

Where to Place These Ads

The Digital OOH report also points out that transit media will experience the fast growth of OOH ads within the next few years. “Given the advantages such as high degree of visibility, cost effectiveness and superior flexibility, transit media has emerged as an important advertising medium in the marketing world.” Americans continue to head back to the office to work, whether it’s full-​time or a hybrid situation. They're also taking public transportation into cities to enjoy cultural and sporting events. Advertisers can easily catch consumer attention during their commute.

How They Influence Consumers

Sure, consumers will see digital OOH ads, but does that mean that they’ll take action? Research says yes. According to GroupM’s The DOOH Difference report, consumers:

  • Say digital OOH ads give them all the information they need to make purchases (53%)
  • Made purchases on the spot because of one of these ads (50%)
  • View these ads as “very” or “quite informative" (77%)
  • Visited websites listed on these ads to do more research (38%)
  • Scanned a QR code off the ad (24%)

Digital OOH vs. Other Ad Media

Digital OOH ads aren’t just inspiring consumers all over the country to take action. Consumers also view them as better than other popular media formats. They say that:

  • DOOH ads are the most innovative ad format out there
  • They’re more memorable than TV, social media and online video ads
  • These ads are also more relevant (current, interesting and funny) than website ads
  • DOOH ads give them the information they need to make a purchase and drive them to make purchases (53%)

Will Your Client’s Target Customers Respond to DOOH Ads?

The general public’s opinion on digital OOH ads is nice. But your clients would probably prefer to see data that directly correlates to their target audience. No problem. Check out their profile on AudienceSCAN on AdMall by SalesFuel. There, you’ll be able to see the percentages of your client’s target audience that took action based on OOH ads within the last year. It’s probably higher than your client may think.

Creating a Successful DOOH Ad

Okay, so you’ve convinced your client that digital OOH ads are a good investment. Now what? What content will make your client’s target customers take action?

According to GroupM, consumers prefer DOOH ads that are:

  • Entertaining: 37%
  • Relevant to their location: 21%
  • Informative: 20%
  • Obviously prompting viewers to interact with the brand: 15%

Now you know what consumers are looking for. Does that get the creative juices flowing?

Your client may be among the 32% of marketers GroupM says are in the dark about how well digital OOH ads perform. It’s about time that they took advantage of this underrated media platform. And if they act fast, they may be able to beat their competitors to the punch. It’s time to start brainstorming!

Photo by Muhamad Syazwa

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