Today’s consumers are continuously being exposed to outdoor advertising messages. As they become increasingly connected, mobile devices become an essential tool throughout their path to purchase. The proliferation of smart phones and mobile internet allows consumers to research, buy, connect and share, wherever they are.
Marketers can immediately interact with active people on the path to purchase with OOH media, turning airports, shopping malls, bus shelters and subway/LRT stations into points of sale. OOH mobile integration can amplify one’s out-of-home campaign’s ability to influence consumers.
OOH & Mobile Drives Consumer Interest and Action
A study with mobile owners revealed that 59% of Canadian mobile subscribers are interested in taking some type of action after seeing an OOH ad*. The most common actions taken are related to making a purchase, seeking more information about the product or service and talking or sharing via social media with friends and family.
The study also examined consumer’s interaction with different OOH formats including outdoor, public transit, street level and indoor venues shopping malls and airports. While the research showed a high level of consumer action across all OOH formats, younger adults age 18 -44 are most likely to take action.
Awareness of OOH is directly related to an increase in the use of mobile devices for shopping related activities i.e. find a store location, compare prices, check product availability
There is a high level of interest in receiving coupons. OOH can deliver relevant and timely coupons through geo-location targeting, beacons, and other technological advances.
*Source: comScore’s 2014 Mobilens study