Out-​of-​Home Format to Connect with More Retail Shoppers and Restaurant Patrons

Marketers know that consumers who possess smartphones make for an always-​on target audience. But, not all consumers have smartphones yet. And, some marketers need to make an extra impression on consumers, especially when they are away from home.

The out-​of-​home channel may be the perfect way to reach many consumers. And, to determine the kind of impact this channel might have on consumers, marketers first need to know where to find potential shoppers during various day-​parts. The Outdoor Advertising Association of America asked the Media Behavior Institute to conduct a study on this topic. Here’s the top-​level finding on the time consumers spend at various locations when they are not home or work:

  • Traveling/​Commuting 62%
  • In retail spaces 13%
  • Outside 10%
  • At food service establishments 10%
  • At the gym 3%
  • Using public transportation 2%

Researchers point out that as consumers move through these spaces, they can be reached by advertisers. In fact, 8 out of 10 consumers “always (18%) or sometimes (62%) notice outdoor ads.” Certain times of the day can be more important when displaying promotions to consumers on the go. On Saturdays and Sundays, the numbers of shoppers at retail centers and restaurants rises significantly. In addition, peak travel times for commuters are another key opportunity for marketers. Commuting peaks include time periods like 8:30–9:00 a.m., noon, and 5:00–6:30 p.m.  The dinner hour is also when consumers are most likely to use media. On the other hand, shopping activity is highest between 1:00 p.m. to 4:00 p.m. and consumers socialize most from 7:30 p.m. to 8:00 p.m.

Marketers should time their out-​of-​home promotions to coincide with some of these activities to increase their chances of being noticed by consumers. That strategy is like to translate into higher sales.

[Source: USA TouchPoints Study Find Consumers Experience OOH positively. Oaaa​.org. 2 May 2012. Web. 13 May 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.