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Yahoo Studies DOOH’s Impact on In-Store Shopping

56%, 65% and 85% for Digital out of Home

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As warm weather spreads across the country, marketers are rightly turning to digital out-of-home (DOOH) advertising. In partnership with MFour, Yahoo conducted a study to understand DOOH’s impact on the in-store shopping experience, measuring consumer exposure and perception of DOOH displays within the retail media space.

They polled 800 U.S. consumers who had recently visited an out-of-home ad retail location with a mobile survey on their experience. Consumers had the potential to be exposed to over 2,380 qualifying U.S. retail locations across three DOOH publishers.

Key findings include:

  • Strong brand awareness: Unprompted, one-third of shoppers recalled seeing at least one of the three formats to which they were exposed. When prompted, 63% recalled noticing the displays in the store.
  • Driving sales: 56% of surveyed shoppers reported purchasing an item featured in a DOOH display. Of these purchases, 65% were unplanned and triggered after a customer interaction with the advertisement.
  • Future consideration: 84% of surveyed shoppers who noticed a brand or product advertised through DOOH reported that they would be likely to consider it in the future.

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