Marketers expand OOH investment in commerce plans

Out of home (OOH) advertising plays a central role in connected commerce strategies for most marketers, according to research by the Out of Home Advertising Association of America in partnership with Winterberry Group.

The report, The Power of Proximity: OOH Media and Its Evolving Role in Connected Commerce, indicates that 98 percent of respondents incorporate OOH into initiatives designed to drive purchases. At the same time, 86 percent expect their investment in the channel to increase over the next two years, with 37 percent projecting growth of 15 percent or more.

OOH connects physical and digital commerce

The findings point to changes in how brands approach performance-driven media. As marketers coordinate physical, digital and in-store experiences, they are prioritising channels that influence behaviour across the customer journey. OOH combines physical presence with support for retail and digital engagement, which strengthens its role in integrated planning.

The research builds on earlier findings conducted with Morning Consult, which found that 68 percent of adults notice OOH ads on their way to a store. In addition, 42 percent report that OOH has a significant or somewhat significant influence on in-person purchase decisions.

OOH contributes across the customer journey

Marketers identify several ways OOH contributes to commerce initiatives. Cost-efficient reach is cited by 52 percent of respondents, while 51 percent say the channel helps drive retail traffic. Another 51 percent point to its role in reinforcing consistent brand messaging across platforms.

Patrick Dolan, Chief Operating Officer, Out of Home Advertising Association of America: "Beyond OOH's powerful success as an upper-funnel awareness driver, this survey reinforces its use as a direct lever within commerce-oriented strategies that influence engagement at, near, and far from the point of purchase. As brands and retailers work to unify physical and digital touchpoints, OOH’s proximity-driven impact is reinforcing its role as a foundational component of cross-channel orchestration."

Digital formats support activation and growth

Digital formats account for many current activations. The study reports that digital billboards are used by 65 percent of respondents, followed by digital in-store screens at 63 percent and digital promotional displays at 57 percent. Many brands begin with programmatic digital out of home before expanding to static and transit placements.

Improved measurement, programmatic access and greater addressability are among the factors encouraging further investment in OOH as brands seek to influence discovery, engagement and purchase across fragmented customer journeys.

The full report can be accessed here

www.oaaa.org

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