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Sales Tip

Published on July 9th, 2020 | by Steve Nicklin

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OAAA Sales Tip: Digital OOH Engages Consumers and Drives Activations

Steve Nicklin Vice President of Marketing, OAAA


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OAAA’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 digital out-of-home advertising (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 DOOH formats including billboards, street furniture, airports and place-based (top 30 markets); and rail/subway/train/taxi transit (top six transit markets).

The Nielsen studies reiterate the power of DOOH to drive measurable and meaningful brand value for advertisers. In today’s complex and rapidly changing marketplace, DOOH not only builds enormous consumer awareness and engagement, it also offers flexibility and immediacy that is even more valuable to brands in the current environment. Like all forms of OOH, consumers notice DOOH, engage with it and ultimately respond by making purchases.

Key highlights of the studies include:
Among consumers noticing digital billboards

  • 52% noticed digital billboards that gave directions to a store, business, or restaurant
  • 57% of them immediately visited the business after viewing the ad
  • 93% of those visiting the business made a purchase
  • 52% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital billboard in the past year

Among consumers noticing digital street furniture

  • 51% noticed digital street furniture ads that gave directions to a store, business, or restaurant
  • 65% of them immediately visited the business after viewing the ad
  • 92% of those visiting the business made a purchase
  • 62% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital street furniture ad in the past year

Among consumers noticing digital rail/subway/train transit

  • Over 50% noticed digital transit ads that gave directions to a store, business, or restaurant
  • 48% of them immediately visited the business after viewing the ad
  • Over 80% of those visiting the business made a purchase
  • Approximately 60% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital transit ad in the past year

Among consumers noticing digital place-based

  • 45% noticed digital street furniture that gave directions to a store, business, or restaurant
  • 70% of them immediately visited the business after viewing the ad
  • 89% of those visiting the business made a purchase
  • 54% of viewers with smartphones have engaged in actions on their mobile device after seeing a digital billboard in the past year

Infographics, highlighting top-line proof points, are available for the seven DOOH formats reviewed in the studies:

The full reports, which include granular data on mobile billboards, airports and taxis, are available on OAAA’s website: Nielsen DOOH – Billboards, Street Furniture, Place-Based and Airports; and Nielsen DOOH – Transit.



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