Survey: In-person brand experiences drive consumer action, OAAA says
2026-09-22 · via Digital Signage Today
New survey data from the Out of Home Advertising Association of America suggests physical brand encounters, including out-of-home advertising and in-store experiences, are doing measurable work in moving consumers toward a purchase. For anyone running retail media networks or in-store screens, the numbers offer some ammunition for arguing that physical placement still matters against digital and mobile ad spend.
The research, conducted by Harris Poll and released by OAAA, found that 80% of consumers say they are more likely to consider a brand after experiencing it in person. Seventy-three percent said they prefer products from retailers that engage them through in-person experiences or local outdoor events. On how OOH compares to other channels, 69% said it feels more human than online or mobile advertising, and 64% called it more culturally relevant, according to the release.
Anna Bager, president and CEO of OAAA, said in the release that brands are competing for attention everywhere but that reaching people in the physical world is fundamentally different. "OOH gives brands a real life canvas to create moments people can experience, remember and act on," she said, adding that the research shows why real-world engagement builds consideration and drives action "from discovery through purchase."
What consumers do after an experience
The survey found 80% of respondents said live product or retailer events make them more likely to remember a brand, and the same share said experiencing a product in person makes them more likely to consider it even without an immediate purchase. Seventy-nine percent said memorable experiences make a brand feel more authentic.
Almost nine in 10 (89%) said they would attend a live marketing event or promotional experience. The biggest draws were product samples or trials (51%), free merchandise (45%), unique or immersive experiences (33%) and live entertainment (32%).
OAAA also tracked what happens after the encounter. Thirty percent of consumers said they searched for more information later, 30% looked for the product in stores, 30% said their view of the brand or retailer improved, and 27% said they purchased the product later.
Proximity to purchase matters
The data shows OOH's influence climbing as consumers get closer to the point of sale. Half of respondents said retail OOH affects purchase decisions when they encounter it in the days before shopping. That rises to 59% for messaging seen immediately outside a store, and 64% for OOH encountered inside the retail environment.
For retail media operators, that gradient is the notable takeaway: the closer the message sits to the shelf, the more consumers say it sways them. The release does not break out how these figures apply specifically to digital signage or digital menu boards versus static OOH formats, nor does it give sample size or methodology details beyond attributing the work to Harris Poll.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Real world brand experiences are influencing consumer behavior, with 80% of consumers more likely to consider a brand after experiencing it in person.
That's a prime finding of a Harris Poll research report from the Out of Home Advertising Association of America that also revealed 73% of adults prefer products from retailers that engage with them through in-person experiences or local outdoor events. Well more than half, 69%, said OOH advertising feels more human than online or mobile advertising while 64% view it as more culturally relevant, according to press release on the research report.
"Brands are competing for attention everywhere, but there is something fundamentally different about reaching people in the physical world," Anna Bager, president and CEO, OAAA, said in the release. "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."
Eighty percent said 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 said memorable experiences make a brand feel more authentic.
Nearly nine in 10 (89%) 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.
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.
Half (50%) of consumers said retail OOH impacts 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.
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