Almost two-thirds of all consumer purchases are made in the same half-hour as exposure to OOH advertising, according to the latest TouchPoints Study. An analysis of 20 product categories measured in the study revealed that OOH has significant reach among consumers considering or making a purchase.
|70% of cosmetic purchases are made in the same half-hour as exposure to OOH.|
|63% of beauty and personal grooming purchases are made in the same half-hour as exposure to OOH.|
|81% of beer, alcohol purchases (at convenience, grocery, liquor stores) are made in the same half-hour as exposure to OOH.|
|46% of consumer electronic purchases are made in the same half-hour as exposure to OOH.|
With 22% of mobile use taking place in the same half-hour as exposure to OOH ads, OOH can trigger online activity. Another study conducted by the OAAA and Nielsen US showed that OOH is the most effective offline media in driving online activity and delivers more per ad dollar spend compared to TV, radio and print.
OOH drives social media activity particularly among millennials with 60% conducting searches while commuting to work, school or for leisure activities. The recent Cannes winning Twitter OOH campaign is a great example of how social and digital media are using the power of OOH to drive their brand. Jayanta Jenkins, Twitter’s global creative chief commented, “I think the out-of-home medium is a really beautiful and powerful way to humanize tech brands. Out-of-home for us is a great way to get people to look up, off their devices and remind them of the conversation that’s happening on Twitter. You can use less to say more.”
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