“OOH has always been known as a brand builder that drives long term success…but this study is showing that…you can also start to see more short-terms effects. That fits with how marcomms is moving…to shorter-term performance metrics…OOH can also work within that kind of remit” – Tim Lumb, Insight & Effectiveness Director, Outsmart

Research from Out Of Home industry body, Outsmart, indicates that people who have seen an OOH ad are 17% more likely to interact with the advertised brand or campaign on their phone than those who have not. Traditionally, OOH has been viewed as an essential medium to create awareness so it’s good to have a gut feeling confirmed that the medium has an important role to play in short term advertising strategies, too.

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With IPSOS MORI, the #OutPerform study used a sample of 470, aged 16 to 44. Two apps were downloaded by each person onto their smartphone – one tracked location and another tracked behaviour on the phone. The sample thought that the study was about how they used their smartphones, and so were unaware that there was any link to outdoor billboards, or other formats. Thirty-five campaigns across the UK were used. A 38% increase in smartphone “brand actions” was recorded across the twenty most effective campaigns compared to those not exposed to the campaigns. The study also found that 57% of people who engaged with a campaign on their smartphone after seeing an ad were either new or lapsed customers of the brand. For many brands (soft drinks in particular), this is a very attractive target group.

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It’s no surprise to find that those in the 16 to 24 year old group, who are more likely to be mobile than older age groups, recorded a 140% increase in smartphone actions with the brands. All this is very encouraging, but with a relatively small sample size, caution is advised. A study with a larger panel would be very welcome.