OOH & Its Impact on Consumer Behaviour

Out of Home (OOH) advertisements are something we see regularly in daily life. In fact, according to Outsmart, a whopping 98% of people in the UK see at least one OOH ad each week.

 

For something which we take for granted seeing on our journey to work or the school run, we may think we are desensitised to the campaigns we keep seeing for products we may not think you need or want, however we then find ourselves start to consider these products. OOH has a fantastic subliminal impact, and is hard to ignore or avoid unlike other advertising mediums.This is why impact of OOH on consumer has the potential to be unmatched.

A significant proportion of consumers take action after seeing an OOH ad, 46% searching for a brand online and 26% visiting websites. Not only this but younger generations with a large spending power such as Millennials and Gen Z are most likely experience OOH as a trigger for online engagement and reshare compelling ads on their social media platforms. According to The Media Leader, 91% of Gen Z and 82% of Millennials express willingness to do so.

 

It is also important to note that consumers don’t just mean the public in retail areas, but also those out of home on their daily commute. A report has shown that 65% of the public use their phone on public transport, which provides a big opportunity for OOH to influence online search and purchase.

 

A study by Group M found that for every £3 spent in store due to OOH exposure, £2 is spent online, further demonstrating just how big the impact of OOH advertising is on e-commerce.

By creating a sense of desire OOH can begin to shape consumer purchases. The creative opportunity which comes with Out of Home is endless and becomes a simple way to tap into consumer desires.

 

Research has shown that around 95% of people make purchasing decisions driven by emotional responses, which indicates that OOH with its ability to emotionally engage consumers as well as build brand awareness, plays a key role in evoking these reactions.

High visibility coupled with contextual relevance for consumers helps with encouraging recollection as well as building trust and credibility. And because consumers are seeing specific ads when they’re out and about, they are often in a state of mind which is conducive to making a purchase decision, which makes OOH a perfect tool for influencing spend.

Consumers in the UK are often purchasing items for pleasure, for example, as discovered by Clear Channel, concert tickets, other experiences, clothing and beauty products, some of which are impulse purchases from the desire for instant gratification. When an OOH campaign is placed in the right place at the right time it can help drive this behaviour even further.

 

So what does the future look like for OOH advertising, and is it likely to continue to impact consumer behaviour in such a large way? In short, yes. Group M expects a further 6.4% increase in UK OOH revenue throughout this year, with DOOH continuing to be a key driver. And with excitement technological advances such as 3D OOH and data-led campaigns, now is a good time more than ever to explore the exciting world of OOH.

 

To learn more about how OOH advertising could help your campaign, contact sales@openmedia.uk.com

 

Sources: Clear Channel, Group M, The Media Leader, One Day Agency, Outsmart, Retail Dive, Tech Time Out.