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An Out of Home industry collaboration pooling the results from 65 campaigns between March and September 2020, reveals that advertisers who continued to invest in Out of Home benefitted from strong performance including an average +51% shift in ad recall and increase of +16% for purchase intent. The results are so strong that even comparing these figures to those we observed pre-lockdown shows that effectiveness of Out of Home campaigns has not diminished over the period, reflecting the return of significant audiences to high streets, shopping centres and roadside across the summer.
Research studies undertaken by JCDecaux, Talon, Kinetic, Posterscope, Rapport and Global and endorsed by Out of Home industry body Outsmart featured campaigns using a raft of OOH media owner sites. The robust study demonstrates not only that Out of Home ads across brands in categories including automotive, FMCG and retail were seen and recalled, but also translated to physical actions, cutting through to consumers in terms of positive actions at the bottom of the marketing funnel.
This collaboration has been vital in proving that advertisers investing in Out-of-Home over the past few months have continued to see great results from their campaigns and as an industry OOH will continue to track mobility, trace opportunity and remain a valuable platform for driving reach amongst audiences to fuel brand awareness, consideration and purchase.