{"id":22670,"date":"2015-05-27T08:36:21","date_gmt":"2015-05-27T12:36:21","guid":{"rendered":"http:\/\/www.signmedia.ca\/?p=22670"},"modified":"2015-05-27T08:36:21","modified_gmt":"2015-05-27T12:36:21","slug":"ooh-ranked-top-ad-medium-for-intercepting-consumers","status":"publish","type":"post","link":"https:\/\/www.signmedia.ca\/ooh-ranked-top-ad-medium-for-intercepting-consumers\/","title":{"rendered":"OOH ranked top ad medium for intercepting consumers"},"content":{"rendered":"

\"Burnbrae\"<\/a>Out-of-home (OOH) advertising can intercept consumers near or at the point of purchase (POP) better than any other ad medium, according to a new study released by the Outdoor Advertising Association of America (OAAA).<\/p>\n

The study was conducted by market research technology developer RealityMine, using data contributed by nearly 2,000 smartphone users over a 10-day period. Participants were tracked on the basis of their location, mode of transportation, activities, social settings, media exposure and purchase behaviour.<\/p>\n

Out of all ad media, RealityMine found OOH produced the best combination of reach and consumer activity. Within their first half hour of exposure to OOH ads, the participating consumers reported \u2018action responses\u2019\u2014including purchases, online searches and brand-related social media activities, among others\u201422 per cent of the time.<\/p>\n

The study also found OOH was more likely than any other traditional medium to reach consumers shortly before their mobile online activities, including using e-mail, websites and apps, particularly those related to brand interactions, which are of interest to advertisers. In this sense, RealityMine reports, OOH is the ideal medium for reaching consumers when they are engaging with their smartphones. Further, in 82 per cent of OOH exposures, the participants reported positive emotions, alertness and\/or purchase considerations.<\/p>\n

\u201cIn today\u2019s market, consumers are on-the-go more than ever before and they rarely leave home without their mobile devices,\u201d says Stephen Freitas, chief marketing officer (CMO) for OAAA. \u201cOOH\u2019s reach, interactive capabilities and captivating messaging are moving them to reach for their devices to learn more about brands.\u201d<\/p>\n

\u201cWe\u2019ve long known OOH was often the first step on the path to purchase, but today we\u2019ve learned brands can secure shopper engagement through an effective hand-off from OOH to mobile,\u201d says Jim Spaeth, chief product officer (CPO) for RealityMine. \u201cOur research provides strong quantitative evidence that ad dollars spent in OOH will positively impact purchase behaviour.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Out-of-home (OOH) advertising can intercept consumers near or at the point of purchase (POP) better than any other ad medium, according to a new study released by the Outdoor Advertising Association of America (OAAA).<\/p>\n","protected":false},"author":1,"featured_media":22672,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58,12,60],"tags":[1008,1033],"class_list":["post-22670","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-out-of-home-ooh-advertising","category-reports","tag-outdoor-advertising-association-of-america","tag-point-of-purchase","entry"],"acf":[],"yoast_head":"\nOOH ranked top ad medium for intercepting consumers - Sign Media Canada<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.signmedia.ca\/ooh-ranked-top-ad-medium-for-intercepting-consumers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OOH ranked top ad medium for intercepting consumers - 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