OAAA Study: 86% Of Shoppers Say Retail Out-of-Home Ads Prompt Action
2026-09-16 · via invidis
New research from the Out of Home Advertising Association of America (OAAA) and The Harris Poll finds that most US consumers say they take action after seeing retail out-of-home advertising, a data point that matters for anyone selling ad space on in-store screens, window displays or retail media networks.
According to the release, 86% of respondents said they would take some form of action after seeing an interesting retail OoH ad. The most common responses were visiting the retailer's website or app (45%), searching for the retailer online (42%), and visiting the physical store (33%).
The study also found that reported influence rises the closer a shopper gets to the point of purchase. OAAA says half of respondents reported that retail advertising affected their decisions in the days before shopping, rising to 59% immediately outside a store and 64% inside it. That pattern supports the case for screens placed near entrances and at shelf level, where digital signage and retail media networks are increasingly deployed.
Timely offers perform best
Messages with time-sensitive information produced the strongest stated responses in the survey. OAAA reports that 73% of respondents said they would visit a nearby store that day if an ad indicated a product was available for same-day pickup, and 87% said they would redeem a time-limited offer promoted through OoH. For operators running digital menu boards or retail media screens, this points toward dynamic, frequently updated content as more effective than static messaging, though the study does not break out digital OoH performance separately from traditional formats.
The research also touched on live brand activations. OAAA says 89% of adults aged 18 to 64 would attend a live marketing event or promotional experience, with free samples (51%) and free merchandise (45%) cited as the biggest draws. Among those who had attended an activation, 40% said they made a purchase on the spot, 30% later searched for the product in stores, and 27% purchased it afterward. OAAA notes these are self-reported behaviors and intentions rather than directly measured sales figures, which is worth keeping in mind when weighing the numbers against hard attribution data.
On broader perception, OAAA says 77% of respondents recalled seeing retail OoH advertising recently, rising to 81% among Gen Z adults. Sixty-nine percent said they considered OoH more human than online or mobile ads, and 64% viewed it as more culturally relevant, according to the findings.
The announcement does not specify sample size, survey dates, or methodology details beyond attributing the work to The Harris Poll. It also does not distinguish digital signage or DOOH screens from static retail advertising in its reported figures, so operators should treat the results as directional evidence for the retail media category as a whole rather than a verdict on any specific screen format.
"OoH can create discovery, bring people into an activation or store, and keep a brand top of mind long after that moment is over," said Anna Bager, president and CEO of OAAA, in the release.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Research from The Harris Poll and the OAAA finds that consumers remain interested in in-store brand experiences and retail advertising. Timely information about product availability and limited offers generated particularly strong responses.
Almost nine in 10 US consumers would attend a live brand activation, according to research from the Out of Home Advertising Association of America, OAAA, and The Harris Poll.
The study found that 89% of adults ages 18 to 64 would attend a live marketing event or promotional experience. Free samples or product trials would motivate 51% to participate, while 45% cited free merchandise.
Among respondents who had attended an activation, 40% made a purchase at the event. Another 30% later searched for the product in stores, while 27% purchased it afterward.
The findings reflect reported behavior and consumer intentions rather than directly measured sales.
More than three-quarters of respondents, or 77%, recalled seeing retail OoH advertising recently. That figure increased to 81% among Gen Z adults.
The reported influence of retail OoH increased as consumers moved closer to a purchase. Half said retailer advertising affected their decisions in the days before shopping, compared with 59% immediately outside a store and 64% inside it.
Overall, 86 percent said they would take some form of action after seeing an interesting retail OoH ad. The most common responses included visiting the retailer’s website or app (45%); searching for the retailer online (42%); and visiting the physical store (33%).
Messages containing timely information produced some of the strongest stated responses. Seventy-three percent said they would visit a nearby store that day if an OoH ad indicated that a product was available for same-day pickup. Another 87% said they would redeem a time-limited offer promoted through OoH.
The research also found that 69% considered OoH advertising more human than online or mobile ads, while 64% viewed it as more culturally relevant.
“OoH can create discovery, bring people into an activation or store, and keep a brand top of mind long after that moment is over,” said Anna Bager, president and CEO of OAAA.