Long term tracking of consumer behavior in DOOH enviroments part 1.

Insights related to audience movement patterns, emotions, associations and contextual traits linked to environments and locations are important ingredients in the Out Of Home space. Two years ago Ocean Outdoor Nordics set out to conduct long term research on audience viewpoints and trends in their behavior in the shopping mall environment. The research labeled Nordic Mall Index made some highly interesting discoveries.

In February 2024, the company commissioned MyTelescope Swe , a premier AI-platform specializing in analyzing human behavior through search data, to conduct the Nordic Mall Index 2.0 study across Sweden, Norway, Denmark, and Finland. The aim was to delve into the motivations and factors influencing visits to shopping centers within these countries, culminating in the production of the upcoming report.

The findings will be presented over the next few weeks but first let's look at the insights from NMI 1.0.

The study which comprised over 5 000 interviews across the Nordics found that:

? People have a very positive association with visiting shopping malls. Asked about emotions they associate with their visit, 43% express feeling positive, 34% express feeling excited.

? The average dwell time is more than 90 minutes/visit

? 80% state that they see the DOOH advertising

? 44% see the same DOOH ad several times per visit

? 47% state that they intend to buy something while visiting and 57% buy spontaneously

34% state that they visit shopping malls to be inspired and 18% to be entertained. This is valuable insights for brands as they can leverage DOOH Powered experiential, interactive elements and work with immersive creative to build deeper emotional connections with the audience.

57% visit shopping malls to conduct errands, 48% to shop and consume and 40 % state that eat, drink and have coffee is a core benefit with the malls. Interestingly 29% state they they visit shopping malls for activities like going to the gym, visit the dentist or a pharmacy.

Collectively this might tell of a destination shopping trend.

All in all DOOH advertising in shopping malls have the prerequisites to connect brands with audiences on many different levels.