WHO: Yahoo is a global media and tech company that connects people to their passions. Yahoo provides a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media.

WHAT: As the world sheltered at home and purchased more products online, many believed the brick-and-mortar shopping experience was on its way out. But the data begs to differ. Research shows that in-person shopping has made a strong comeback, rebounding sales by 8.2% last year to reach $21.094 trillion globally.*  That’s more than what shoppers spent in 2019 – a stunning revival that exceeded all expectations.

To capitalize on that trend – and as warm weather spreads across the country – marketers are rightly turning to digital out-of-home (DOOH) advertising, a must-use path to captivate audiences at point of sale. 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. Methodology: We 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.

DOOH brings retail media into the physical world, engaging with shoppers at key points in their customer journey. Our findings showed that DOOH strongly resonates with consumers.

• Strong brand awareness: Unprompted, one-third of shoppers surveyed recalled seeing at least one of the three formats to which they were exposed. When prompted, 63% recalled noticing the displays in the store.
• Improved shopping experience: DOOH makes shopping more enjoyable. Nearly 60% of shoppers reported that DOOH improved their shopping experience.
• 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.

Out-of-home screens aren’t just the big billboards in Times Square – they’re screens in ride-shares, at gas pumps and checkout counters, digital in-store displays and more – all of which are seeing increased traffic. As we kick off spring and more consumers on the go, the time for DOOH is now.

*  eMarketer, February 2022

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