A new study by TouchPoints Canada shows that OOH outperforms traditional media in reaching consumers during their purchase activity for any product. In fact when they looked at weekly media exposure, they found that OOH had the highest reach at 88%.
The study analyzed reach across 21 product categories and found that consumers have the highest level of exposure to OOH in16 out of 21 categories when compared to TV, Radio, Newspaper, Online, Magazine and Smartphone exposure. This clearly demonstrates the power of OOH in reaching and influencing consumers on the path to purchase.
The study also revealed that from the time consumers consider a purchase, to making a purchase, OOH consistently outperformed all other media. Almost 3/4 of consumers are reached in the same half-hour that they make a purchase decision in any category. As we become increasingly connected there is tremendous synergy between mobile and OOH for search, to interact with brands or consider making a purchase.
“The Touchpoints study reveals that OOH reaches consumers when they are in an alert state of mind which has a positive impact on purchase behavior. Recent biometric studies support this and show that consumers are more likely to act on advertising messages they see outside the home compared to inside the home,” commented Rosanne Caron, President of OMAC.