Out of Home is one of the world’s oldest advertising mediums but, thanks to continuous innovation, it’s just as relevant as ever.
One of the biggest benefits of OOH is that it’s experienced beyond the confines of the home. Being seen against the backdrop of the ‘real’ world helps brands to forge a sense of legitimacy, with studies showing a 26% (The Moment for Trust, 2021) improvement in trust when OOH is included in a multimedia campaign. This is one of the reasons why OOH is the most effective channels for delivering a positive perception to audiences (Talon Benchmark Study).
Research also shows that OOH can uplift conversions across multiple channels. Exposure to OOH leads to a 28% increase for in-store purchases and a 56% increase in online purchases (Posterscope Effectiveness Database, 2016-2020I). Mobile searches outside the home are 38% more likely to lead to a purchase than those at home, presenting further opportunities for advertisers to trigger sales using OOH (The Point of Search, 2023).