Power of ‘POS’itive Thinking
[26h March] Last week we published an extensive piece on the effectiveness of OOH in building mental availability and driving response in consumers. The piece also referenced UK research called The Last Window of Influence. The study of more than 600 respondents established OOH as the key medium to reach shoppers in the crucial thirty minutes prior to purchase. As the shopping basket increased in size and value over the past year, that influence is more important than ever.
New data we’re publishing here this week – part of our iQ research programme – confirms the power of OOH advertising to influence consumers at key decision-making moments. Almost two thirds of all respondents agree that ads in or around the supermarket helps them choose between the brands on offer. This rises to 82% among the 16-24 age group and is more than 60% for everyone aged 16-44. Main shoppers register at 65%.
Similarly, respondents are of the opinion that POS advertising provides useful product information that aids their decisions. 61% agree, with females at 66% and males at 55%.
This research adds a layer to our previous React study, which found that one in four adults were likely to respond to an OOH ad of interest by making a purchase in store.
This data brings into sharp focus the role OOH should play for brands with the second busiest holiday of the year, Easter, just around the corner.
