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OOH most effective in driving online activity and impulse purchases

Out of home (OOH) advertising is the most effective offline medium in driving online activity, according to a new study released by Nielsen. This survey provides critical data supporting the value of OOH in digital marketing plans.

Nearly five in 10 US adults (46%) have used Google, Bing, Yahoo, or another Internet search engine to look up information after seeing or hearing something advertised on a billboard, bus shelter, or other OOH format in the past six months. Nearly 40 percent have visited a Facebook page or posted a message on Facebook after seeing an OOH ad.

The survey shows that online activations including search, Facebook, Twitter, and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend. For example, OOH media accounts for 26% of gross search activations generated by TV, radio, print and OOH, combined but it only accounts for 7% of the total combined advertising spend.

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Fuente: Nielsen OOH Online Activation Survey

OOH drives social media activity particularly among millennials with 60% conducting searches while commuting to work, school or for leisure activities.

Almost two-thirds of all consumer purchases are made in the same half-hour as exposure to OOH advertising, according to the latest RealityMine 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.