Real-World Ads Engages and Drives Consumer Action

Published: August 22, 2024

The latest report from Harris Poll and OAAA ), The Effectiveness of Digital OOH Advertising, reveals that real-world screens are a powerful force in driving consumer behavior. By delivering visually compelling ad content outside the home, Video IRL (In Real Life) has an unparalleled ability to capture attention and influence purchasing decisions.

Let's take a look at the top findings:

Captivating Consumers, Driving Sales

Consumers are responding strongly to the dynamic and immersive nature of IRL advertising, with 73% of adults viewing these real-world screens favorably—surpassing traditional media like TV (50%), social media (48%), and online advertising (37%).

This preference translates into action, with nearly 50% of adults saying real-world ads are most likely to drive action. Furthermore, 76% of viewers have taken steps after seeing an IRL ad, including:

38% watched a TV show
36% visited a restaurant
30% made an in-store purchase
30% discussed the product with others

The influence of these ads extends beyond immediate action, with 74% of consumers taking further steps on their mobile devices, such as:

44% searched for information about the ad
38% visited a website
30% visited a social media page

Remarkably, 77% of consumers noticed real-world ads while making purchases inside businesses.

The Bigger the Board, The Bigger the Impact

Digital billboards are particularly effective, with almost 80% of consumers noticing them on their way to shop, and over 50% stating that these billboards influence their in-person purchasing decisions. Key demographic insights include:

70% of rail transit users
68% of public transit users
63% of Gen Z and Millennials

Furthermore, nearly 8 in 10 consumers acted after seeing a digital billboard ad:

41% watched a TV show
40% visited a restaurant
34% discussed the ad with someone

Notably, 77% of mobile device users performed an action on their device after seeing a digital billboard ad, with online searches being the most common.

Street-Level Performance

Street-level digital IRL ads are also making an impact. Over 50% of shoppers have recently noticed these ads, with 63% spotting them on their way to in-store shopping and 46% stating that they influence their purchasing decisions.

Following exposure to street-level ads:

46% visited a restaurant
45% watched a TV show
39% visited a store or business

High-Engagement Transit Screens

Almost 60% of consumers have recently noticed transit ads. Among these, 65% noticed them on their way to in-store shopping, and 43% said these ads influenced their purchasing decisions.

After viewing a transit ad:

43% watched a TV show
43% visited a restaurant
37% made an in-store purchase

Place-Based Impact

Place-based ads are widely noticed, with over 70% of shoppers having recently observed them. Among these, 77% notice place-based ads on their way to in-store shopping, and 54% say these ads impact their purchasing decisions.

Following exposure:

41% watched a TV show
39% visited a restaurant
33% discussed the ad with others

IRL Ads Amplifies Consumer Behavior

Directional IRL ads are particularly effective in driving purchasing behavior.

Of the one-third of consumers who recently noticed directional IRL ads, 50% immediately visited the business advertised, and nearly all made a purchase.

Ads offering cost-saving opportunities at groceries or restaurants, or those that entertain or feature a favorite product or brand, are most likely to be shared by consumers!

The Role of Creativity and Innovation

Creativity plays a significant role in capturing consumer attention. The report reveals:

80% of consumers value creative ads
51% prefer ads that are clever or funny
32% are drawn to colorful and vibrant ads
30% appreciate simple, easy-to-read designs

Dynamic IRL ads are particularly valued by consumers, with over 80% finding them useful, especially those featuring deals at groceries and restaurants, or updates on traffic, weather, or time.

Moreover, nearly three-quarters of consumers are interested in seeing 3D IRL ads, with 81% of Gen Z expressing the most interest!

Real-world advertising, especially in its dynamic, digital, and video formats, is not just an emerging medium—it's a proven powerhouse for engaging diverse audiences and driving immediate consumer action. Its unique ability to merge creativity with real-world presence makes it indispensable for brands aiming to stay ahead in a competitive market. As technology and creativity evolve, the influence of Video IRL will only grow, solidifying its role as a cornerstone of modern advertising strategies. Take the next step in transforming your brand's visibility— contact our team at concierge@adomni.com!

Written By: Julia Cramer

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