Research shows that US consumers desire brand marketing that’s based in real life, and so, on-street OOH is a natural fit for these brands who aim to drive awareness and footfall to said activations, as well as subsequent brand engagement and purchases.
- 77% of Gen Z and Millennials have planned trips around visiting a store or brand.
- 73% of Gen Z and Millennials say shopping at a hyped retailer or pop-up feels like being “part of a cultural moment.”
Among those who recall seeing live marketing events or promotional experiences from brands within the last two months:
- 59% recall seeing these activations at festivals or other special events
- 59% at retail store pop-ups
- 57% at city plazas or markets
- 46% in airport terminals
Additionally, 69% of US adults say OOH ads feel more human than online or mobile phone ads, and 64% say they are more culturally relevant than online or mobile phone ads. These insights support the relevance of real-life OOH advertising in hyping up real-life brand activations.
US consumers pay attention to OOH retailer advertising
With OOH, retailers across categories including fashion, luxury, and big-box stores can amplify new store openings, new products, limited-time deals, and general branding where their target shoppers spend the majority of their time. This includes ad placements that target top residential and employment centers as well as physical storefront locations.
77% of US adults have recently seen OOH ads for retailers within the last month, including:
- 84% within large cities of 1M+ population.
- 81% Gen Z
- 77% Millennial
- 74% Gen X
Among those who noticed OOH retail ads during the shopping process:
- 76% notice close to or right outside of the store
- 74% notice on the way to the store
- 70% notice days before they shop
Among those who pay attention to OOH retail ads:
- 71% pay attention to place-based OOH retail ads like JCDecaux MallScape
- 67% pay attention to billboard OOH retail ads
- 60% pay attention to street level OOH retail ads
Retail OOH ads impact purchase decisions
Among those who say retail OOH ads impact their purchase decisions across the shopping process:
- 59% are impacted very close to/right outside the store
- 52% are impacted on the way to the store
- 50% are impacted days before they shop
Of the 86% of OOH retail ad viewers who would act:
- 45% would visit the retailer’s website/app
- 42% would search the retailer online
- 33% would go to the retailer’s store in-person
87% of adults 18-64 would redeem a limited time offer from an OOH retailer ad.
