OAAA Research Ties Out-of-Home Ads to In-Store Purchase Behavior
2026-09-21 · via DailyDOOH
New research from the Out of Home Advertising Association of America (OAAA), conducted with The Harris Poll, gives operators of retail media and out-of-home networks fresh data on how physical-world advertising moves shoppers toward a purchase. For anyone selling ad space on screens near or inside stores, the numbers offer ammunition for pitches to retail media buyers.
According to OAAA, 77% of adults ages 18-64 recall recently seeing retail OOH advertising, a figure that rises to 81% among Gen Z. The research found that half of consumers say retail OOH influences purchase decisions when they see it days before shopping. That influence grows the closer consumers get to the register: 59% say it affects them immediately outside a store, and 64% say the same once they are inside the retail environment. That progression is the core selling point for retail media networks built around entrance, aisle and checkout screens, since it suggests proximity to the point of sale increases the ad's pull.
The report also points to a role for real-time, dynamic content. OAAA says 73% of respondents would visit a nearby store the same day if an OOH ad told them a specific product was in stock and available for same-day pickup, and 87% said they would redeem a time-limited offer delivered through an OOH ad. Both findings are relevant to operators running content management systems capable of pushing inventory-linked or time-sensitive creative to digital screens, rather than static campaigns set weeks in advance.
Beyond the in-store moment, the study tracked what happens after a live brand encounter or OOH ad. OAAA reports that 45% of consumers say they would visit a retailer's website or app after seeing a retail OOH ad that interests them, 42% would search for the retailer online, and 33% would visit a store in person. The firm frames this as evidence that OOH drives both digital and physical follow-through, which matters for retail media sellers trying to prove attribution beyond immediate in-store sales.
The survey, titled "The Power of the Human Medium: OOH Across Experiential + Retail," was fielded online in the United States by The Harris Poll on behalf of OAAA from August 4-5, 2026, among 2,015 U.S. adults, with the retail-focused analysis drawn from 1,474 respondents ages 18-64. It was sponsored by the Foundation for Out of Home Advertising Research and Education (FOARE).
The announcement does not break out figures specifically for digital versus static retail OOH formats, so it is unclear how much of this reported influence is attributable to digital signage and digital menu boards versus traditional billboards, posters or in-store print.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
OOH Turns Attention Into Action Across Retail Journey
New research from the Out of Home Advertising Association of America (OAAA), conducted in partnership with The Harris Poll, shows how engaging consumers in the real world can influence behavior from initial brand discovery through purchase.
Nearly three-quarters (73%) of adults ages 18-64 say they prefer products or retailers that engage them through in-person experiences or local outdoor events. Sixty-nine percent say out of home (OOH) advertising feels more human than online or mobile advertising, while 64% say it feels more culturally relevant.
The findings reinforce the power of OOH as the Human Medium , creating shared experiences in the real world that capture attention, build brand connection and inspire action.
“Brands are competing for attention everywhere, but there is something fundamentally different about reaching people in the physical world,” said Anna Bager , President & CEO, OAAA. “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.”
That desire for real world connection is particularly pronounced among younger consumers. Separate Harris Poll research included in the report finds that 71% of Gen Z adults feel they are missing out on the in-person experiences older generations had at their age, while 68% want more spontaneous moments to meet new people or make friends.
Real World Engagement Builds Memory and Consideration
The research shows that engaging consumers in person can have a lasting impact on how they think about and interact with brands. Eighty percent say 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 say memorable experiences make a brand feel more authentic.
Consumers are also eager to participate. Nearly nine in 10 (89%) say they 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.
And those experiences can lead directly to action. Among consumers who attended a live marketing event, 40% made a purchase, 38% tried a product sample, 35% visited a website and 33% posted about the experience on social media.
Attention in the Real World Drives Action Everywhere
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.
That pattern continues with OOH retail advertising. Eighty-six percent of consumers say they would take action after seeing a retail OOH ad that interests them, with that action extending across both physical and digital channels: 45% would visit the retailer’s website or app, 42% would search for the retailer online and 33% would visit a store in person.
Together, the findings show how an encounter in the physical world can continue well after the initial moment, prompting consumers to search, share, visit and buy.
OOH Influences Consumers Through the Point of Purchase
That influence continues as consumers get closer to a purchase decision. Seventy-seven percent of adults ages 18-64 recall recently seeing retail OOH advertising, rising to 81% among Gen Z.
Half (50%) of consumers say retail OOH impacts their 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.
Timely and relevant OOH can also prompt immediate action. Seventy-three percent say they would visit a nearby store that same day if an OOH ad indicated that a specific product was in stock and available for same-day pickup. And 87% of adults ages 18-64 say they would redeem a time-limited offer delivered through an OOH ad.
Taken together, the research shows the power of OOH throughout the consumer journey: capturing attention, building memory and consideration, extending engagement across channels and driving action through purchase.
‘The Power of the Human Medium: OOH Across Experiential + Retail’ was conducted online in the United States by The Harris Poll on behalf of OAAA from August 4-5, 2026, among 2,015 U.S. adults ages 18+, with the report’s analysis focused on 1,474 adults ages 18-64. The study was sponsored by The Foundation for Out of Home Advertising Research and Education (FOARE), a 501(c)(3) not-for-profit charitable organization.
For more information, contact Steve Nicklin at snicklin@oaaa.org or 202-833-5566.
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