Consumers can take a variety of actions online after being exposed to an ad. According to the findings in the new OAAA-Comscore OOH and Online Activation Survey, out of home advertising is one of the best ways to get them to do it.
Despite only accounting for 4.1 percent of total ad spend in 2021, OOH generated a similar or greater share of action than other mediums — including TV, video, radio, and banner ads — as measured by eight different types of digital action. In other words, the 1,580 consumers who took part in the survey were just as likely or more likely to download an app, visit a website, or make an online purchase after viewing an OOH ad.
The complete list of actions studied is:
- Using a search engine
- Searching social
- Searching video
- Posting social
- Posting video
- Downloading an app
- Visiting a website
- Making an online purchase
“OOH is one of the most impactful ways to reach consumers — and this survey proves that it is a tremendous value as well,” said Anna Bager, President and COO, OAAA. “Couple that with our recent OAAA-Harris Poll findings that people are annoyed by sponsored digital media content and feeling digital device fatigue, and the results of this research with Comscore should send a clear signal to advertisers: OOH is a vital part of the media mix.”
It’s vital that advertisers make mental connections to drive online activation. The insights in his survey prove that OOH has a strong ability to entice, excite, and pique curiosity — at a price that is more efficient than other methods — meaning it should be top of mind in today’s media mix.
OAAA members can access the entire study by clicking here.