The USA Touchpoints/RealityMine study, “OOH and Today’s Mobile Consumer”
, released by the Outdoor Advertising Association of America (OAAA) found out-of-home (OOH) advertising produces the best combination of reach and consumer activity of all media. The study underscores one of Out-of-Home’s greatest benefits for advertisers. OOH connects with consumers at the most critical times on their path to purchase, and particularly in today’s mobile environment.
OOH is more likely to reach consumers in the hour leading to online mobile activities (use of email, websites, and apps) than any other traditional medium, says the report. Additionally, OOH outperforms traditional media in the hour before specific mobile behaviors (online shopping, searches, and social media activity including brand interactions and check-ins) that are of interest to advertisers.
The report also found consumers feel positive while experiencing OOH advertising, which occurs nearly 20 hours in a week, higher than all media other than TV. In 82% of OOH exposures, consumers reported positive emotions, alertness, or purchase considerations within a half-hour.
The study was based on data from nearly 2,000 smartphone users, captured via the eDiary app in half-hour increments over 10 days and tracked details location, mode of transport, activity, social setting, media exposure, purchase behavior, and emotional context.
Click here to download a copy of the study »
Source: OAAA, RealityMine, USA Touchpoints