Nielsen & OAAA – DOOH Engages Consumers and Drives Activations
The Outdoor Association of America’s latest Nielsen studies find digital OOH produces high levels of engagement, consumer awareness and prompts consumer action. In fact, the research found consumers who notice directions from a DOOH are highly likely to visit a business and over 80% will make a purchase.
The two new Nielsen DOOH studies examined travelers in top markets across the U.S. and their exposure to digital out of home (DOOH) advertising formats including billboards, street furniture, airports and place-based (top 30 markets surveyed); and rail/subway/train/taxi transit (top six transit markets surveyed).
The results confirmed nearly two-thirds of DOOH viewers have engaged in at least one measured action after seeing a digital billboard. These actions included visiting an advertiser’s website, searching for them online, visiting a store or restaurant, visiting or posting to a social media site or blog, and more. The research also found DOOH prompts over half of consumers to take actions on their mobile devices.
The Nielsen study reiterates the power of DOOH to drive measurable and meaningful brand value for advertisers.