DOOH - a look from the otherside

As advertisers and marketers, we have our own understanding of the strengths and value of Digital Out of Home (DOOH). In this latest study conducted by Kantar on behalf of Xaxis and Kinetic the goal was to know what it looks like from the other side – from the consumer perspective – to see how people worldwide are responding to DOOH.

They also wanted to examine and challenge marketers’ assumptions about DOOH to help build a bigger picture of what the perceptions are and what makes this medium different.

The study identified and qualified;

• New and emerging consumer behaviours related to their interactions with DOOH 

• The impact of DOOH on other advertising channels, both as part of the holistic media mix and from the perspective of the end-user 

• Consumers; perceptions about the strengths of DOOH relative to other formats 

• The ability of DOOH to influence consumer perception and drive actions

The findings of this study are that consumers welcome DOOH in their surroundings, often saying it adds to their experiences outside the home, prompts interactivity and engagement with the advertisers’ messages, and increases their propensity to make a purchase.