Three Quarters of
Consumers View DOOH Ads Favorably (73%) or Have
Recently Taken Action After Seeing a DOOH Ad (76%)
NEW
YORK, April 30, 2024 /PRNewswire/ -- The Out of
Home Advertising Association (OAAA), the premier trade group
representing the entire out of home (OOH) advertising industry,
today released compelling findings from a survey conducted by The
Harris Poll on the efficacy of digital out of home (DOOH)
advertising, showcasing its unparalleled ability to engage
consumers. The study found a staggering 73% of consumers view DOOH
ads favorably. Most notably, consumers ranked DOOH as the medium
that would most drive them to take action, as 76% of recent DOOH ad
viewers noted they had taken action because of a DOOH ad.
"Digital out of home not only captures consumers' attention but
also drives meaningful actions making it an indispensable tool for
marketers seeking to engage and influence consumers," said
Anna Bager, President & CEO,
OAAA. "Marketers are increasingly seeing the value of DOOH, and it
is reflected in the growth DOOH is seeing. In fact, one-third of
all OOH spend in 2023 was directed to DOOH and it is projected to
grow another 10% this year alone. These survey results underscore
the power of DOOH, which should keep it in the forefront of the
marketing mix."
Consumers Prefer and Take Action From DOOH
The study
found that DOOH has emerged as the favored and most motivating
medium for advertising when compared to competitive media,
particularly among younger generations and urban dwellers, as well
as those utilizing transit.
"Our findings show DOOH is a highly effective advertising medium
that can be both striking and shareable," says John Gerzema, CEO of The Harris Poll. "DOOH's
ability to drive consumers to take action is apparent, but when
DOOH ad concepts are executed well, it can have a second life on
social platforms as shareable content."
An overwhelming 73% of consumers expressed a favorable view of
DOOH ads, significantly surpassing other forms of ad media, such as
television/video (50%), social media (48%), online (37%), audio
(32%), and print (31%). In addition, the study found that 80% of
consumers are likely to take action after seeing DOOH ad content
they deem entertaining (creative, clever, or humorous) or visually
appealing (vibrant or bold). Similarly, 71% reported a likelihood
to share DOOH ads that feature their favorite products or
brands.
Notably, DOOH demonstrated its potency in driving consumer
action, with 76% of respondents indicating that DOOH ads had
recently prompted them to take action. The most frequent actions
generated by DOOH ads included: watching video programming (38%),
restaurant visitation (36%), in-store purchasing (30%),
word-of-mouth conversations (30%), and store visitation
(29%).
Furthermore, the study illuminated the symbiotic relationship
between DOOH and mobile. It found that an astounding 74% of mobile
device users reported taking action on their mobile devices
following recent exposure to DOOH ads, with actions ranging from
online searches about advertisers (44%) to direct visits to
advertiser websites (38%) and social media platforms (30%).
DOOH Increases Store Traffic and Impacts
Purchasing Decisions
As businesses seek innovative ways to
stand out in a competitive marketplace, The Harris Poll study found
that directional DOOH advertising offers a clear pathway to
increased foot traffic, heightened brand visibility, enhanced
customer engagement, and increased sales.
The study found that 30% of consumers have recently noticed such
ads providing directions to businesses, and a significant 51% of
those who noticed directional DOOH ads subsequently visited the
advertised business. More strikingly, of those who visited the
business after noticing a directional DOOH ad, an overwhelming 93%
completed a purchase, highlighting the tangible business outcomes
generated by DOOH ads.
An Overwhelming Majority of Consumers Find Contextual DOOH
Useful
The study uncovered that dynamic ad content featuring
product deals or offers, such as those tailored to current weather
conditions or time-specific discounts, are instrumental in
capturing consumer attention and spurring action.
A remarkable 86% of consumers rate ads with special deals on
groceries as useful, while 84% of consumers deem the same for ads
featuring special deals at restaurants. Weather-responsive
advertising also emerges as a game-changer, with 81% of respondents
finding ads with product offers related to current weather
conditions, like temperature or precipitation, highly relevant and
useful.
Furthermore, time-sensitive promotions resonate strongly with
consumers, with 80% rating ads featuring time-specific offers on
food menus and beverages, or special deals on clothing, shoes, or
accessories, as useful.
"Dynamic DOOH advertising represents a paradigm shift in the way
brands connect with consumers, offering unparalleled flexibility
and relevance," said Bager. "By delivering hyper-targeted
contextual messaging that aligns with consumers' interests and
needs, advertisers can create immersive experiences that resonate
deeply and drive tangible results, all while leveraging the power
of location to enhance engagement and deliver messages in precisely
the right place at the right time."
The research was conducted online within the U.S. by The Harris
Poll on behalf of OAAA from April 2-9, 2024, among 1,023
U.S. adults ages 18-64 years old. The sampling precision of
Harris online polls is measured by
using a Bayesian credible interval. For this study, the sample
data is accurate to within +/- 2.8 percentage points using a 95%
confidence interval. Data is weighted to reflect the U.S. general
public across age, gender, race/ethnicity, region, income,
household size, and employment. "The Effectiveness of Digital OOH
Advertising" study was sponsored by The Foundation for Out of Home
Advertising Research and Education (FOARE), a 501 (c) (3) not for
profit, charitable organization.
About OAAA
The Out of Home Advertising
Association of America (OAAA) is the national trade association for
the entire out of home (OOH) advertising industry. OAAA represents
over 800 members, including leading media companies, advertisers,
agencies, ad-tech providers, and suppliers. OOH media includes
billboards, street furniture, transit, place-based media, and
digital formats (DOOH) across every sector of the channel. OAAA is
the unifying voice for the industry, the authoritative thought
leader, and the passionate advocate for advancing OOH advertising
in the United States. The
legislative unit of OAAA advocates for the responsible growth of
OOH with federal, state, and local governments. OAAA-member media
companies donate over $500 million
annually in public service advertising. Founded in 1891, OAAA is
headquartered in Washington, DC,
with offices in New York City. To
learn more, visit oaaa.org.
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SOURCE OAAA