Given some of its other core attributes, OOH’s ability to drive response and create actions can be overlooked. Our React research from 2021 shows that consumers are very aware of their own actions as a result of encountering OOH advertising and these actions are being performed both online and in the real world.
On seeing an OOH ad, 46% of respondents go online to learn more, with one quarter making a purchase instore and 29% making a purchase online. For online brands such as Disney+ this is obviously hugely significant, and OOH has been a key strategic channel for that advertiser from launch onwards.
When we look at the age breakdown of these key stats, there are strong responses across all age groups for going online to find out more information. 35-44 year olds are the most likely to make a purchase online on seeing an OOH ad, and 16-24 year olds most likely to visit a brand’s social media page(s).
More than ever we need to provide advertisers with agile and flexible solutions for Digital OOH. We are able to change a digital display with the flick of a switch to ensure campaigns are relevant when it’s THE most important time for them.
DOOH is delivering the impactful Power of OOH, Flexibility in content, time and location, Control of output via Liveposter and Measurement by working with clients and internal systems to gauge effectiveness.
Ultimately, context is king. The agility of our Liveposter platform allows us to set up campaigns in advance, set the data trigger(s) in place and react to live events to ensure clients are presenting the most appropriate and effective campaign. Put simply, using context to tell the right message at the right time, not the same message all the time.
And we know it works. The Moments of Truth research (Posterscope, JCDecaux, Clear Channel) highlighted the effectiveness of DOOH through use of contextually relevant content, showing uplifts across all metrics – noticeability, recall and ultimately driving sales.
The currency of trust in media channels has come more into focus in recent times. Consumers have consistently regarded OOH advertising as trustworthy, with multiple research studies we have used in NNN speaking to this, not to mention how other media, such as print and TV, trust OOH to promote their own brand messaging. Our own iQ research shows more than half of all Dublin adults believe that advertising on a billboard makes a brand more trustworthy. For big ticket purchases such as cars, for instance, this is such an important factor. 81% of consumers point to trust in a brand as being a deciding factor in their purchase journey. (JCDecaux, Clear Channel, UK)
As we enter the latter half of 2021, this ‘Six Pack’ shows Out of Home advertising has all the assets to build brands, influence consumers and drive response. The resilience and flexibility of the channel has been proven in recent months and the future looks bright….for this summer and for many seasons to come.
Louise Enright is director with Source out of home, part of PML Group. She can be contacted at email@example.com