Key insights:
- 5–6x higher online engagement: OOH ads outperform traditional media in driving digital actions.
- Revenue growth: Automotive brands increasing OOH spend from 1% to 2% saw a $52.1 million revenue boost. Retail grocery brands raising OOH investment from 8% to 14% unlocked $16.04 million in additional revenue.
- Consumer action: 66% of smartphone users take action after seeing an OOH ad; 76% for Digital OOH (DOOH).
- Brand recall: Combining OOH with digital ads improves brand recall by 43%, leading to a 20% increase in website visits and 10% more sales.
- Precise targeting: Location-based and mobile data ensure OOH ads reach the right audience, driving measurable results.
OOH is not just a physical ad – it’s a bridge to digital engagement, making it an essential part of marketing strategies today.
Measuring OOH Advertising with Ty Tinker
OOH Advertising’s Effect on Online Behavior
Out-of-Home (OOH) advertising has a strong connection to online consumer behavior, driving measurable digital engagement. This relationship highlights key factors like location-based triggers, brand recall, and precise targeting through data.
Location-Based Purchase Triggers
Placing OOH ads near stores can prompt immediate mobile interactions. For instance, 74% of mobile users respond to digital OOH ads, as shown in campaigns like Daft Punk’s wallscape, which used Snapchat AR and QR codes to connect the physical and digital worlds. This approach shows how well-placed ads can encourage instant online actions.
Brand Memory Effects
OOH ads play a big role in brand recall. Research shows that 57% of consumer actions happen within 48 hours of seeing an ad. Younger audiences, especially those aged 16–24, are 140% more likely to engage after exposure to effective campaigns. A great example is the Wahl Manscaper campaign, which used simple yet memorable creative elements to direct users to a website they could easily remember.
Location Data for Ad Targeting
Location data takes OOH advertising a step further by refining digital targeting. Tim Lumb, Outsmart‘s insight and effectiveness director, explains:
"OOH has always been known as a brand builder that drives long term success. That’s all well and good and has been proved time and time again, but this study is showing that with an industry-wide perspective, you can also start to see more short-term effects."
This is especially effective for reaching new or lapsed customers. In fact, 57% of mobile engagements come from these groups, and the top 20 OOH campaigns saw a 38% increase in smartphone-based brand actions compared to audiences not exposed to the ads.
Digital Out-of-Home (DOOH) advertising takes these effects even further:
| Consumer Action After DOOH Exposure | Percentage |
|---|---|
| Overall Positive Response | 73% |
| Took Specific Action | 76% |
| Conducted Online Search | 44% |
| Visited Brand Website | 38% |
| Engaged on Social Media | 30% |
These numbers highlight how DOOH bridges the gap between physical ads and digital engagement, driving meaningful consumer actions.
Tracking OOH Impact Across Channels
Mobile Data Analysis
Mobile data analytics can now accurately measure OOH exposure by tracking anonymous device IDs. For example, a Clear Channel-Cuebiq study showed that 24 Hour Fitness experienced a 264% increase in gym visits among audiences exposed to their OOH campaign compared to a control group.
Mobile data also highlights how DOOH campaigns influence consumer behavior:
| Consumer Action | Response Rate |
|---|---|
| Online Search | 44% |
| Website Visits | 38% |
| Social Media Engagement | 30% |
| Purchase After Directional Ad | 93% |
These insights provide a strong complement to traditional direct response tracking methods.
Campaign Code Tracking
Brands increasingly rely on advanced attribution systems to track direct responses.
"Reveal Mobile has truly democratized attribution, making it available to a wide range of our advertiser clients. We were determined to work with the optimum provider, and we’re excited that we work with Reveal Mobile and Mira as our preferred measurement solution." – Faizan Bhatty, head of business development and strategic partnerships for Lyft Media
For instance, a leading food delivery service used unique campaign codes to track conversions on both their app and website from place-based ads. Advanced attribution techniques allow for even more detailed analysis of campaign performance.
OOH Attribution Methods
Modern OOH attribution employs several techniques to measure impact:
1. View Shed Technology
Billups has developed a patented system that identifies whether mobile devices appear within the viewable area of OOH ads. This method provides precise exposure data.
2. Real-time Impression Tracking
These systems evaluate multiple factors to measure audience exposure accurately:
- Screen size and placement
- Foot traffic patterns
- Viewing angles
- Dwell time
- Content duration
- External conditions
3. Marketing Mix Modeling (MMM)
MMM helps brands understand how OOH fits into their broader marketing strategy. Studies show that increasing OOH spending can improve overall marketing ROI by up to 27% when combined with digital and TV channels. This approach also addresses a common challenge: only 25% of marketing leaders report having high visibility into ROI across all channels.
These methods emphasize OOH’s measurable influence on digital engagement. For example, StreetMetrics has tracked over 50,000 vehicles and 1 billion miles across 40+ markets, demonstrating the scale and precision of modern OOH tracking.
"StreetMetrics is the gold standard for transit performance reporting." – Jim MacCurtain, CCO, Vector Media
Such tracking techniques highlight that OOH can amplify the impact of other media by over 90%.
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OOH Results by Industry
Retail: From Store Visits to Online Sales
bareMinerals’ digital out-of-home (DOOH) campaign for Original Pure Serum generated 22 million impressions and increased in-store visits by 5.41%, with a cost of just $0.36 per visit.
"We want to be where she is and with the Trade Desk’s help, we did that. We increased brand awareness and better understand how our ads impact retail visits. These insights will help ensure our future campaigns and ensure that just like our customer, that we exist beyond just a phone screen and are present where they are present."
- Joshua Miller, Executive Director Paid Media, Orveon Global
Another example: A Q4 2017 campaign by a major outdoor retailer used first-party data with Vistar Media and LiveRamp to achieve impressive results, including 14% higher brand awareness, 9% greater consideration, a 7% boost in purchase intent, and a 3.6x increase in store visits.
These figures highlight how retail brands are leveraging DOOH to bridge the gap between digital impressions and physical store engagement.
Auto: Driving Website Traffic and Dealership Visits
In the automotive sector, out-of-home (OOH) advertising continues to drive both online and offline engagement. Clear Channel Outdoor‘s RADARProof solution has shown measurable increases in local dealership visits through strategic OOH ad placements.
For example, adidas demonstrated how OOH efforts can generate results: 20% of store locator clicks converted into physical visits, delivering a 680% incremental ROI. This showcases OOH’s ability to drive tangible action in the automotive space.
CPG: Impact on Social Media and Sales
Nokia’s DOOH campaign (October 1–November 20, 2023) focused on high-traffic areas and achieved the following results:
| Performance Metric | Result |
|---|---|
| Purchase Intent Lift | +68% |
| 6-Month Purchase Intent | 102.7% increase |
"Nokia’s DOOH campaign yields a +68% lift in purchase intent, showcasing the effectiveness of targeted advertising in enhancing brand consideration and loyalty."
- Jess Silva, Chief Operating Officer, Screenverse
This campaign reached 3.5 million monthly visitors through Walmart displays alone. It’s a clear example of how DOOH can amplify both brand awareness and sales in the consumer packaged goods (CPG) sector.
Tools to Connect OOH and Digital
Data-Driven OOH Design
OOH campaigns rely on data analytics to improve performance and assess their digital impact. By examining location data and consumer behavior, marketers can craft campaigns that boost both offline and online engagement.
Platforms like Google Analytics and Google My Business offer key metrics to evaluate OOH campaign success, such as:
| Metric Type | Metrics |
|---|---|
| Website Performance | Average engagement time, Engaged sessions per user, Conversion rates |
| Local Impact | Total searches, Direct searches, Discovery searches |
| Physical Response | Customer actions, Phone calls, Direction requests, Store visits |
These insights help establish the connection between OOH placements and digital interactions, making it easier to refine campaigns over time.
Digital OOH Integration
Interactive features now link physical ads to digital engagement. For instance, the Daft Punk wallscape campaign combined street-level ads with Snapchat AR and QR codes, giving users direct access to music.
Key strategies for integrating OOH with digital include:
- QR Codes: Directing users to online content
- Social Media: Using hashtags to track campaign performance
- Memorable URLs: Simplifying access to web pages
This type of integration supports better budget allocation and enhances overall ROI.
OOH and Digital Budget Planning
Effective budgeting for OOH and digital campaigns depends on tracking key performance metrics. Some important ones include:
| Performance Metric | Description |
|---|---|
| Cost Per Acquisition (CPA) | The cost to gain a new customer |
| Customer Acquisition Cost (CAC) | Total marketing spend divided by new customers |
| Average Order Value (AOV) | The average amount spent per transaction |
| Lifetime Value (LTV) | Total revenue expected from a customer over time |
A great example of this synergy is British Airways’ 2013 Piccadilly Circus campaign. It generated over 1.3 million tweets, reached 40 million people on social media, and led to a 62% increase in bookings compared to the prior year.
"With OOH it’s not 1+1=2, it’s 1+1=3." – Tim Rowe from OOH Insider
When OOH and digital strategies work together, the results can exceed expectations, delivering amplified outcomes through proper integration and measurement.
Conclusion
Research reveals that Out-of-Home (OOH) advertising drives online engagement 5–6 times more effectively than expected, with nearly half of consumers visiting brand websites after seeing an OOH ad. Combining digital and physical advertising enhances these results further – consumers exposed to both channels show a 43% boost in brand recall and 74% take action on their mobile devices after seeing Digital Out-of-Home (DOOH) ads.
Anna Bager highlights how DOOH inspires consumer actions, emphasizing its importance for today’s marketers.
The numbers back this up: OOH ad spending reached $8 billion in 2022, a 20% jump from the previous year, while consistently delivering better website traffic and sales performance.
To make the most of OOH advertising, consider these approaches:
- Use QR codes and social media to connect online and offline experiences.
- Leverage programmatic DOOH to tailor ads based on real-time conditions.
- Implement attribution models to track how OOH drives digital conversions.
With OOH reaching 90% of the U.S. population every month, combining digital and physical strategies helps brands fully harness its power, securing OOH’s place as a key part of modern marketing.
FAQs
How does Out-of-Home (OOH) advertising impact online engagement and sales compared to traditional media?
Out-of-Home (OOH) advertising, especially Digital OOH (DOOH), has become a highly effective way to drive online engagement and boost sales. Unlike traditional media, DOOH delivers targeted, location-based content that resonates with specific audiences, leading to better engagement and measurable results.
Research shows that OOH campaigns encourage consumers to take action, such as visiting a website or making a purchase. Features like QR codes and URLs on OOH ads make it easy for people to engage directly using their mobile devices. Additionally, DOOH offers greater flexibility, interactivity, and advanced tracking tools, allowing businesses to optimize campaigns and maximize impact. Compared to traditional media, OOH stands out as a dynamic and data-driven solution for driving both offline and online success.
How can the impact of OOH advertising on online traffic, sales, and revenue be measured?
The impact of Out-Of-Home (OOH) advertising on digital performance can be measured using various methods. These include analyzing website traffic patterns, tracking geolocation data, and monitoring social media activity to identify engagement spikes after OOH campaigns.
Key metrics such as website visits, QR code scans, and impressions can provide insights into how OOH drives online interactions. Additionally, attribution studies can help connect OOH efforts to outcomes like in-app purchases, store visits, or sales growth. By combining these tools, businesses can better understand and optimize the role of OOH advertising in boosting digital success.
How can brands combine OOH advertising with digital marketing to boost ROI?
Brands can combine Out-Of-Home (OOH) advertising with digital marketing by creating a seamless connection between offline and online experiences. This can be achieved by incorporating elements like QR codes, custom URLs, or social media hashtags into OOH campaigns, encouraging immediate interaction on mobile devices. These tactics help drive web traffic, boost online engagement, and make it easier for consumers to take action.
Additionally, pairing OOH with digital campaigns ensures a multi-channel strategy that reaches audiences across different platforms. OOH ads often enhance brand recall, making consumers more likely to search for your business online, ultimately increasing conversions and revenue. By integrating these efforts, brands can maximize their marketing ROI and create a cohesive, impactful customer journey.
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