Location, Location, Location
Thanks to its physical proximity to retailers, OOH is an obvious drive-to-store medium, but it is not as simple as that. According to OutSmart, 83% of people recall having seen OOH advertising within the last 30 minutes before shopping making OOH the dominant medium within “the last window of influence” – ie just before people shop. The efficiency of OOH in driving direct sales has been proven in many studies. For example, Posterscope's OCS survey demonstrates that 11% of consumers have made a purchase in a physical shop/supermarket/restaurant or cinema in the last 7 days as a direct result of seeing an OOH advert.
Digital opportunitiesNaturally, screens near urban shopping centres such as malls and supermarkets provide the perfect environment for special messaging that directs consumers into the store. But it gets even more interesting with the capabilities that digital and dynamic messaging offer today. FMCG brands in particular make the most of this offer by composing messaging based on live data such as sales performance, time of day and weather. And it works brilliantly. In the UK the average sales uplift for a digital campaign in front of Tesco is of +19% during the campaign and +10% after the campaign. (Source: JCDecaux UK)
"By being more relevant we were able to drive a significant amount of traffic into our restaurants at relevant moments of the day”Renato RossiVP Marketing UK, Burger King
The convergence of digital and the physical worlds
But what role does OOH play in the online environment? The answer is OOH directly influences search. According to JCDecaux France Smarter studies, OOH was responsible for 12% of the increase in website traffic. Furthermore, the OOH Online Activation Survey by Nielsen and OAAA in the US also showed that OOH delivers more online activity per dollar spent than any other traditional media (TV, radio and newspaper/magazine).
Drive-to-mobile and the new consumerMobile is an important agent that connects OOH and online shopping. According to Forrester, in 2017, mobile influenced over $1 trillion of physical sales in the USA, the leading consumer market – that’s almost 35% of all in-store purchases.
Mobile is an increasingly important tool for modern-day shopping and as an ‘on-the-go medium’, it is the perfect partner for OOH. People searching online thanks to OOH messaging, do so immediately on their mobile. The WallDecaux study MAX from 2016 highlights that 45% of millennials search for information on the go after having seen a poster (vs 31% for the 14-69). As young and techy consumers mature, this behaviour will shift from being a trend among a sector of the population, to be the norm among all consumers.
Mobile and OOH: the future of media planningThe relationship between mobile and OOH is multi-faceted as it creates different ways to connect the digital and the physical worlds. On the one side, OOH can drive-to-online via special mobile deals. On the other side, mobile itself can be a source of data and help create effective audience targeting in OOH campaigns.
JCDecaux works increasingly with mobile data companies in different countries to develop new possibilities OOH programmatic planning. The OOH industry is evolving at an unprecedented pace. The future of OOH and mobile media will become ever more interdependent, and will completely overhaul the existing concept of drive-to-store brand messaging.