Digital Out-of-Home Advertising Delivers Results
Why DOOH Works
Digital Out-of-Home (DOOH) advertising delivers strong brand impact and real-world action by reaching consumers in the physical world, where attention is higher and ad avoidance is low.
Independent industry research shows that DOOH:
- • Drives higher consumer favorability than most media
- • Influences real-world behavior, including visits and purchases
- • Amplifies performance across mobile, search, and other channels
Independent Proof of Performance
Driving Consumer Action
People take additional actions, deepening the connection between consumers and brands:
- • 76% of consumers report taking action after seeing a DOOH ad
- ○ Actions include visiting a location, searching online, or making a purchase
- • 92% of adults who noticed DOOH advertising and visited the business made a purchase
Source: OAAA / Harris Poll, 2024
Influencing Real-World Behavior & Promotes High Recall
High recall and engagement numbers point to a strong connection between ad visibility and consumer action:
- • 79% total respondents noticed DOOH advertising
- ○ 50% of those reported high engagement
- • 84% of people who noticed a brand or product advertised through DOOH said they are likely to consider it in the future
Sources: OAA Annual Report, 2024; Nielsen DOOH Studies (via OAAA), 2020
More Efficient ROI vs. Other Media
OOH has a unique ability to drive both real-world and digital engagement, while DOOH adds another layer by enabling real-time messaging and more personalized creativity. Both further increase recall and responsiveness.
- • Out-of-Home delivers higher marginal ROI than many traditional channels
- • Proven cost efficiency as part of a broader media mix
Sources: Keen Decision Systems / Accretive; Digital Signage Today, 2025
