The latest research from OAAA and The Harris Poll highlights DOOH’s unparalleled ability to engage consumers when compared to competitive media, and underscores DOOH’s position as the top growth driver for OOH. DOOH represented one-third of total OOH spend in 2023, and is projected to increase by 10% in 2024, according to MAGNA.
Consumers Prefer DOOH Ads and Take Action After Exposure
- 73% of consumers have a favorable view of DOOH ads, significantly surpassing other forms of ad media, such as television/video, social media, online, audio, and print.
- 76% of consumers stated DOOH ads had recently prompted them to take action.
- 74% of mobile device users reported taking action on their device after recent DOOH ad exposure.
DOOH Increases Store Traffic and Generates Sales
- 30% of consumers have recently noticed DOOH ads providing directions to businesses.
- 51% of those who noticed directional DOOH ads visited the advertised business.
- 93% of those visitors prompted by directional DOOH ads completed a purchase.
Vast Majority of Consumers Find Contextual DOOH Ads Useful
- 86% of consumers rate ads with special deals on groceries as useful
- 84% of consumers deem ads featuring special deals at restaurants useful
- 81% of consumers find ads with product offers related to current weather conditions, like temperature or precipitation, highly relevant and useful.
- 80% of consumers rate ads featuring time-specific offers on food menus and beverages, or special deals on clothing, shoes, or accessories, as useful.
OAAA and The Harris Poll CEO, John Gerzema, are presenting the research findings on Thursday, May 16, at 2 pm EST.
OAAA members can download the complete study and Infographics below:
Source: MAGNA, OAAA, The Harris Poll