DRIVE TO-STORE: How OOH is Changing the Game
OOH has been a mass reach medium and its impacts to drive customers to stores have been proven. With the changing urban space becoming more digitalized and people’s behavior evolving, OOH has grown into a firm influencer of consumer decision-making.
Due to its accessibility to retailers, OOH with its diverse medium ranging from huge billboards, lamp post banners, board ups and signages offer advertisers plenty of opportunities to influence would be buyers even before reaching their stores. According to OutSmart, 83% of people recall seeing an OOH advertising within the last 30 minutes before shopping– making OOH the dominant influencer. Imagine driving along EDSA or C5 with heavy traffic, a billboard will definitely be a source of information for onlookers on their way to the mall. 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 ad.
With the advent of digital out-of-home (DOOH) advertising formats using screens and LED Billboards near business and shopping hubs such as malls and supermarkets provide wider opportunities to deliver special messaging that directs consumers into the store.
Although in-store shopping still accounts for 83% of total retail spend, online shopping is growing steadily. But what role does OOH play in the online environment? The answer is OOH directly influences search, meaning what they see on billboards or banners is being searched online. 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).
OOH is a key factor in influencing in-store retail shopping and also impacts web based shopping searches. Steel Art Billboards Inc. offers a diverse range of OOH media from billboards, banners and LED screens in strategic areas that can deliver brand messages to target customers in Visayas and Mindanao, particularly in key cities such as Cebu, Bacolod, Iloilo, Davao, Dumaguete and also in Metro Manila.
