Study shows OOH advertising drives action

by all | 28 February 2013 8:30 am

More than half of Canadian adults are driven to take action after seeing out-of-home (OOH) advertising, according to the results of a new survey by Toronto-based marketing and social research firm TNS Canada.

Conducted on behalf of the Out-of-Home Marketing Association of Canada (OMAC), the survey reveals 57 per cent of Canadians over the age of 17 take some kind of action after seeing OOH ads. Younger adults in the 18-to-24 age range were the most likely to do so, at 74 per cent, while those older than 54 were the least likely, at 45 per cent.

Suggesting vehicle graphics (example pictured), billboards and other signage continue to provide a highly effective marketing medium in an online age, the survey revealed respondents’ most common actions taken after seeing an OOH ad were to:

• visit an advertised website.
• seek out more information about the advertised product or service.
• visit a retail store.

Subsequent to these actions, between one and two out of 10 respondents claimed they purchased the advertised product.

The survey also showed OOH advertising can influence social media-based interaction. More than one in 10 respondents between the ages of 18 and 54 said they had shared information from OOH ads with their friends and family via social media.

Further, the survey revealed a growing interest among the public in using mobile devices to interact with OOH ads. When asked how they would want to interact, 71 per cent of respondents said they would be interested in receiving coupons and 59 per cent said they were interested in gaining immediate access to brand or store information.

“The findings confirm OOH is an effective medium in motivating consumer action,” says Rosanne Caron, president of OMAC and member of Sign Media Canada’s editorial advisory board (EAB). “By adding a mobile component to OOH campaigns, marketers can provide immediate, relevant information about their brands to consumers on the path to purchase.”

Part of OMAC’s mandate is to develop and implement new initiatives that will serve as a resource for the sign industry and increase understanding of OOH media. The Toronto-based association’s member companies include Astral Out-of-Home, CBS Outdoor, Cogeco Metromedia, Lamar Transit, Newad, Pattison Outdoor, Titan 360 and Zoom Media.

Source URL: https://www.signmedia.ca/study-shows-ooh-advertising-drives-action/

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