Outdoor has direct impact on shoppers

Shoppers are still influenced by the advertising they see just before shopping, according to the latest research from the Outdoor Media Centre.

Outdoor advertising was noticed by over 80 per cent of the people interviewed, while 72 per cent said they can be swayed towards a product by recent Outdoor advertising.

The study, called ‘The Last Window of Influence’ aimed to investigate advertising ‘recency’, a term defined as “related to the most recent piece of information that shoppers will get before taking their wallets out”.

The study looked specifically at the 30-minute period immediately before shoppers begin shopping, the last window of influence for advertisers to place brand messages in front of customers.

Mike Baker, CEO of the Outdoor Media Centre, said the survey is “pretty definitive evidence that you can still influence shoppers as they head for the stores. We are not talking about point of sale advertising here, but the whole customer journey to the store itself, which begins the moment shoppers leave their homes or offices. That’s when they step into the Outdoor space.”

Source: Daily DOOHand CBS Outdoor