[Report] Retail OOH drives purchase decisions

The study surveyed adults aged 18 to 64 and found that 73 percent prefer products or retailers that engage them through in-person experiences or local outdoor events.

Real-world brand experiences are influencing consumer consideration and purchase behaviour, with 80 percent of U.S. adults surveyed saying an in-person product experience makes them more likely to consider a brand, according to research commissioned by the Out of Home Advertising Association of America (OAAA) and conducted by The Harris Poll.

Sixty-nine percent said out-of-home (OOH) advertising feels more human than online or mobile advertising, while 64 percent described it as more culturally relevant.

In-person experiences strengthen brand memory and consideration

The research found that 80 percent of respondents believe live product or retailer events make them more likely to remember a brand. The same proportion said experiencing a product in person makes them more likely to consider it, even if they do not make an immediate purchase.

Seventy-nine percent said memorable experiences make a brand feel more authentic. Consumers also showed interest in attending live marketing activities, with 89 percent saying they would attend a live marketing event or promotional experience.

Product samples or trials were cited by 51 percent as a reason to attend, followed by free merchandise at 45 percent. Unique or immersive experiences attracted 33 percent, while 32 percent cited live entertainment.

Among consumers who had attended a live marketing event, 40 percent made a purchase, 38 percent tried a product sample, 35 percent visited a website and 33 percent shared the experience on social media.

OOH engagement extends from attention to purchase

The effects of live experiences also continued after the initial interaction. Thirty percent of consumers searched for additional information following a memorable brand experience, while another 30 percent looked for the product in stores. The same proportion said the experience improved their perception of the brand or retailer, and 27 percent subsequently purchased the product.

Retail OOH advertising also prompted potential actions across physical and digital channels. Eighty-six percent of consumers said they would take action after seeing a retail OOH advertisement that interested them. Forty-five percent would visit the retailer’s website or app, 42 percent would search for the retailer online and 33 percent would visit a physical store.

Anna Bager, President & CEO, OAAA: "Brands are competing for attention everywhere, but there is something fundamentally different about reaching people in the physical world. OOH gives brands a real life canvas to create moments people can experience, remember and act on. This research shows why that matters: real world engagement builds consideration and drives action from discovery through purchase."

Retail OOH advertising influences decisions near purchase

The research also examined OOH’s role closer to the point of purchase. Seventy-seven percent of adults aged 18 to 64 recalled seeing retail OOH advertising recently, rising to 81 percent among Gen Z respondents.

Half of respondents said retail OOH advertising affects their purchase decisions when they encounter it in the days before shopping. That figure increased to 59 percent when the advertisement was seen immediately outside a store and 64 percent when encountered inside the retail environment.

Timeliness and product availability were also factors. Seventy-three percent said they would visit a nearby store on the same day if an OOH advertisement indicated that a specific product was in stock and available for same-day pickup. Eighty-seven percent said they would redeem a time-limited offer delivered through an OOH advertisement.

The findings also point to demand for physical social interaction among younger consumers. Separate Harris Poll research cited in the report found that 71 percent of Gen Z adults feel they are missing out on the in-person experiences older generations had at their age, while 68 percent want more spontaneous opportunities to meet people or make friends.

www.oaaa.org

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