Posterscope research shows OOH advertising lifts online actions by 63%

May 2021

  • Consumers who see out-of-home (OOH) advertising are 63% more likely to take an online brand action (web visit, search, download app etc.).
  • OOH has a clear impact on both offline and online actions, with in-store visits being 46% more likely and in-store purchases being 28% more likely.

Posterscope research has shown that consumers who see out-of-home (OOH) advertising are 63% more likely to take an online brand action, according to an analysis of more than 50 OOH campaigns in the UK between 2015 and 2020.

The analysis found that 23% of those who saw an OOH campaign made a brand action online (web visit, search, download app etc.), a level that is 63% higher than the 14% who did the same among all consumers surveyed.

OOH has a clear impact on both offline and online purchase behaviour. Consumers who saw out-of-home advertising were 56% more likely to make an online purchase from the brand, while in-store visits were 46% more likely and in-store purchases 28% more likely.

Out-of-home advertising also has a clear effect on brand metrics, with brand familiarity up 7%, brand consideration rising 23%, and brand equity up 22% among consumers who have seen OOH ads compared to all consumers surveyed.

While data from the Advertising Association and WARC show OOH advertising spend fell by 46.3% last year, Posterscope’s research suggest effectiveness was largely unchanged in 2020. Prompted advertising recall of OOH digital screens and posters was 39% in 2020, only marginally down from the 45% for the 2015–2020 average.

Digital formats are likely to drive future growth in the out-of-home advertising market, particularly as they enable personalisation and for audiences to be retargeted via other digital channels. While digital sites can help capture the attention and emotion of audiences, some practitioners argue there is a scarcity of premium peak locations. Standardised measurement is also an area of improvement for programmatic OOH in the future.

Source: WARC

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