The consumer journey is a long and winding path that begins far before a purchase decision is made. It encompasses a series of touchpoints and interactions that guide consumers from the initial awareness of a product or service to the final conversion or purchase. Understanding this journey is highly important for any brand aiming to not only reach their ideal customers but, influence them to make a purchase.
At the heart of the consumer journey lies the consumer's needs and desires. It starts with the awareness stage, where consumers identify a problem or need. They then embark on a research phase, seeking information and solutions. This is followed by the consideration stage, where they evaluate options, often comparing brands and products. The decision stage is when the final choice is made, and the purchase is executed. Post-purchase, the journey continues with the consumer's experience and satisfaction, which can lead to brand loyalty and advocacy.
So how does Out-of-Home Advertising fit in? When used in an omnichannel approach, OOH can contribute to nurturing the consumer along each phase of the path to purchase. According to a survey conducted by OAAA and Morning Consult in 2022, a staggering 88% of adults have noticed a DOOH (Digital Out-of-home) advertisement in the last 60 days. What's even more remarkable is that 78% of these individuals engaged with the ads by visiting websites, making purchases, or attending events. This highlights the potential for brands to leverage out-of-home campaigns as part of an omni-channel strategy.
Awareness
Out-of-Home has long been considered an amazing media strategy for building brand awareness. Placed strategically in high-traffic areas, OOH ads capture the attention of passersby, making them aware of a brand or product. These eye-catching displays create memorable impressions, reinforcing brand recognition and sparking initial curiosity.
In addition to scale, reach, and frequency, OOH advertising offers several other benefits including building trust and consumer confidence. According to a recent survey, 48% of brands use OOH to build brand awareness, and as a result, have seen their brand trust ratings grow 24% while consumer confidence improved by over 100%. Consumers also tend to place a higher level of trust in brands that advertise near or around the places where they are sold. According to PatientPoint Insights, 3 out of 5 consumers believe that brands advertising in their physician's office are doctor-recommended. This level of trust can only be achieved through strategic OOH placements along the consumer's path to purchase.
Research
During the research phase of the consumer journey, out-of-home advertising continues to play a pivotal role. Having already captured consumers' attention in the awareness stage, OOH ads act as subtle reminders and information sources. Furthermore, as many OOH campaigns now feature QR codes, web addresses, or hashtags the ads provide instant access to more information. This seamless integration enhances the consumer's journey by providing easy avenues for further exploration. 
Consideration
In the consideration phase of the consumer journey, out-of-home advertising continues to make an impact. Consumers, having been initially exposed to the brand or product through OOH ads, now evaluate their options more closely. OOH's ability to create a lasting brand impression pays dividends, as consumers are more likely to include familiar brands in their consideration set. A 2023 study by the OAAA and Solomon Partners found that Out-of-Home produces the highest level of consumer recall versus live and streaming television, podcasts, radio, print, and online advertising. Additionally, OOH ads with persuasive messaging can sway consumers towards a particular choice by highlighting key product features or unique selling points. This phase is also where consumers may actively seek out OOH-advertised promotions, deals, or incentives, further driving their consideration of the brand or product.
Decision
In the decision phase of the consumer journey, out-of-home (OOH) advertising continues to wield significant influence. Having already created brand recognition and captured consumer interest in earlier stages, OOH ads now serve as a crucial reminder and motivator to purchase. When consumers encounter OOH ads while in proximity to a point of purchase, such as a store or restaurant, it can trigger the final decision to make a purchase. OOH's visual impact and timely placement can provide the extra nudge needed to convert interest into action, making it a vital tool for businesses looking to seal the deal and drive consumers to choose their brand or product.
Some examples of direct proximity OOH strategies could be mobile billboards outside of a retailer, sidewalk stencils leading into a store, mall digital networks, or signage near grocery store checkout. In the Farmer's Fridge example below, TSA security bins were used to remind consumers that fresh healthy food was just a few steps away in the airport terminal.
Post Purchase Advocacy
The consumer journey does not necessarily end when a purchase has been made. Brands really hit the jackpot when their customers become advocates for the brand. This could be through word of mouth or sharing positive reviews online. Out-of-Home is also increasingly being shared on social media and can serve as another form of brand advocacy. When customers of a brand see a stunning OOH campaign out in their world, they are often compelled to snap a photo and share it with their network. According to an OAAA/Harris Poll study, 91% of Gen Z and 82% of Millennials would reshare an OOH ad on social media, making them not just passive viewers of OOH ads, but potential brand advocates.
In a world where consumers are inundated with so many ads and messages, Out-of-Home can serve as an integral piece of an omnichannel strategy to nurture and support consumers along their path to purchase.
