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More affinity and more action
Among the most striking results of the research:
- 73% of adults aged 18-64 have a favorable opinion of DOOH, surpassing online video, social media, or digital audio.
- 76% have taken some action after seeing DOOH recently (search, visit, download, interaction).
- 74% of mobile device users have taken action with their device after viewing DOOH.
This brings DOOH closer to the behavior of digital media: high engagement, traceability, and the ability to drive the user to the next step in the funnel.
DOOH as a driver of traffic and sales
The same study indicates that:
- 30% of respondents have seen DOOH ads with directions to reach a business.
- Of those who saw these ads, 51% visited the store and 93% made a purchase.
It's difficult to find a physical medium with such a clear chain between exposure, visit, and purchase.
The role of platforms like Adcities
To leverage this potential, brands must coordinate DOOH with mobile, social, and performance campaigns. From a planning perspective, platforms like Adcities can:
- Connect DOOH inventory with audience and mobility data.
- Document subsequent actions (searches, visits) through measurement integrations.
- Facilitate A/B testing between creatives or location segmentations, using DOOH as a lever to activate the rest of the digital mix.
«Therefore, DOOH stops being just a 'digital billboard' and becomes another node in the data-driven multimedia architecture».
How does OMI work?
We connect your outdoor inventory to a network where brands buy audiences, not faces.
OOH in 2025: from awareness to conversion
While outdoor advertising is often associated with static billboards, the data tells a different story. The 'Out-of-Home Advertising Study' conducted by Morning Consult for FOARE and OAAA shows that 88% of adults have seen some form of OOH in the last 30 days, and 78% have recently interacted with these ads.
Market Data
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What does the brain tell us about outdoor advertising?
Outdoor advertising has been present on streets, highways, and stations for decades. However, it is only recently that we have begun to measure its impact directly on the brain. An Australian study by the Outdoor Media Association, presented by Grant Guesdon, uses neurophysiological metrics to compare different OOH formats and suggests turning this data into an impact indicator for media planning.
Market Data
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From memory to ROI: measuring the true value of DOOH
In the report 'From Memory to Result: Why Digital Out-of-Home Advertising Outperforms Static Ads and Generates Measurable ROI', mFour explains how DOOH, supported by advanced attribution tools and mobility data, can drive a more dynamic campaign and increase consumer actions compared to traditional static advertising.
OOH Reports
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