Over Two-Thirds of Shoppers Notice Out of Home Ads Enroute to Retailers, Reports OAAA

Mahalo, an HVAC company based in Roseburg, Oregon, was unsatisfied with the results of a heavy television campaign they used as a staple of their advertising. They were paying for placement in a larger market in order to reach their local community, meaning much of the exposure was wasted. Due to stagnant sales, the client turned to OOH advertising to grow their business. Sales from the financing offer used in this campaign rose from $469K in 2020 to over $1.4 million in 2021 – the first year they used billboards. This past year, their sales grew another 21% to $1.7 million, OAAA reports. Lamar Advertising Company’s Ward Farrell won a grand prize at OAAA’s 2023 8th Annual Local Case Study Awards for the campaign.

Out of home (OOH) advertising is capturing the attention of U.S. adults whenever they are heading to a store, according to new research from the Out of Home Advertising Association of America (OAAA) and Morning Consult. More than two-thirds (68%) say that they notice OOH ads while enroute to retailers, and the same number state that they notice those very close to or right outside a store. These are some of the key findings from the new survey, “OOH Impact: Retail & Influencer Marketing.”

Highlighting OOH’s ability to influence buying behavior: The research shows that 42 percent of consumers reporting that OOH ads directly impact their in-person shopping decisions. Once inside a store, three-fourths of adults (75%) notice OOH ads, with higher rates among adults 30-44 (81%), those making over $100K (81%), and consumers with a post-grad degree (85%).

Among adults who find OOH impactful, the ad messages that have the most influence on how much they purchase at a store are:

* Buy one get one free;

* Discount/promo codes; and

* Free shipping or delivery.

“OOH offers brands a significant opportunity to reach and influence shoppers,” says Anna Bager, president and CEO, OAAA. “From the drive to a retailer, to the walk down a store aisle, this research confirms out of home advertising’s ability to directly impact in-person purchases.”

Focusing specifically on which retail categories would be most likely to benefit from leveraging OOH locations in close proximity to retail stores, the research shows that the most common items adults shop for in-person are:

  • Groceries;
  • Household supplies;
  • Restaurants/fast food meals;
  • Drug store OTC items/prescriptions; and
  • Clothes.

The burgeoning trend of brands leveraging influencers, creators and celebrities in their ad campaigns has proven to be fruitful in the OOH arena, where ad dollars deliver strong ROI, states OAAA. Nearly a third (31%) of U.S. adults are more likely to purchase a product/service when a familiar influencer, creator, or celebrity is featured in the OOH ad, according to the research, with the highest likelihood among those with a post-grad degree (49%), HHI $100K+ (46%), Black (44%), and 30-44 (42%), according to the survey results.

Also from the survey: OOH ads featuring influencers, creators, or celebrities can also impact social media engagement, with two-in-five adults (39%) reporting they’re more likely to re-post an OOH ad with a familiar influencer, creator, or celebrity. Rates are even higher among adults who are Black (53%), Hispanic (50%), 30-44 (52%), make over $100K (51%), or have a post-grad degree (51%).

The poll was conducted between March 3-5, 2023 among a sample of 1,681 adults 18-64. The interviews were conducted online and the data were weighted to approximate a target sample of Adults 18-64 based on gender, age, race, educational attainment and region.

The complete OAAA/Morning Consult survey findings can be downloaded here: “OOH Impact: Retail & Influencer Marketing.”