DOOH Advertising

OOH driving consumer action in retail journey

Photo: Kathy images - stock.adobe.com

September 22, 2026

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Real world brand experiences are influencing consumer behavior, with 80% of consumers more likely to consider a brand after experiencing it in person.

That's a prime finding of a Harris Poll research report from the Out of Home Advertising Association of America that also revealed 73% of adults prefer products from retailers that engage with them through in-person experiences or local outdoor events. Well more than half, 69%, said OOH advertising feels more human than online or mobile advertising while 64% view it as more culturally relevant, according to press release on the research report.

"Brands are competing for attention everywhere, but there is something fundamentally different about reaching people in the physical world," Anna Bager, president and CEO, OAAA, said in the release. "OOH gives brands a real life canvas to create moments people can experience, remember and act on. This research shows why that matters: real world engagement builds consideration and drives action from discovery through purchase."

Eighty percent said live product or retailer events make them more likely to remember the brand, while 80% say experiencing a product in person makes them more likely to consider it, even if they do not purchase immediately. Seventy-nine percent said memorable experiences make a brand feel more authentic.

Nearly nine in 10 (89%) would attend a live marketing event or promotional experience, with product samples or trials (51%), free merchandise (45%), unique or immersive experiences (33%) and live entertainment (32%) among the leading draws.

The impact of real world engagement does not end with the initial encounter. Following a memorable live brand experience, 30% of consumers searched for more information later, 30% looked for the product in stores, 30% viewed the brand or retailer more positively and 27% purchased the product later.

Half (50%) of consumers said retail OOH impacts purchase decisions when encountered in the days before shopping. That rises to 59% immediately outside a store and 64% inside the retail environment, demonstrating how OOH can influence decisions as consumers move from consideration toward purchase.