R-OOH: Home To Store

Retail OOH advertising is a highly effective strategy for positioning your brand at the forefront of consumers' minds, especially at key touchpoints in their purchasing journey. By creating immediate impact and engaging shoppers at the final stages of decision making, retail OOH serves as a powerful tool to enhance brand visibility. Exposure to OOH during this pre-purchase phase makes consumers more receptive to brand messages, increasing the likelihood of purchases.

In today’s evolving advertising landscape, brands are increasingly focused on capturing consumer attention at critical moments. Retail OOH offers an exceptional solution to this challenge, allowing brands to reach consumers in highly targeted ways.

At PML Group, we use a variety of data sources to gain a deep understanding of target audiences. With detailed location data for supermarkets across the country, we are able to leverage these insights to tailor advertising strategies based on optimal sites. Our tools allow us to explore shopper mobility and retail behaviours, providing clear insights into how and where consumers engage with brands.

We develop proximity targeting by overlapping points of interest with OOH panels, combining this with our expertise to create highly effective campaigns for your brand. By layering audience data with advanced mapping tools, we achieve precise targeting at specific stores, identifying the best OOH inventory to meet key advertising objectives.

The Liveposter Dynamic network further enhances campaign effectiveness by delivering tailored messages along the path to purchase. By leveraging triggers such as time, location, and outlet, brands can create hyper relevant messaging that resonates with consumers. Research shows that personalised, location based marketing deepens customer engagement and boosts brand loyalty, further amplifying the impact of retail OOH.

Retail OOH consistently drives visibility, benefiting from high footfall throughout all hours the day. According to Kantar’s Media Reactions 2024 report, consumers and marketers are increasingly favouring in person advertising solutions, specifically Point of Sale and Digital OOH, which capture attention and foster greater trust and relevance.

For brands navigating this dynamic environment, utilising these channels is key to maximising impact and driving growth. Contextually relevant messaging can boost ad effectiveness by 17%, as shown by ‘The Moments of Truth’ research. Additionally, our Impact research highlights the role of proximity OOH in driving impulse purchases, not just at nearby stores, but influencing buying decisions throughout the campaign.Our Impact Research revealed that 32% of adults visit convenience stores several times a week, and 61% of people have noticed OOH advertising at these locations. Furthermore, 53% of adults make brand decisions while in-store, with 42% agreeing that ads seen within 30 minutes of a purchase influence their choices. This effect is even more pronounced among students (62%) and young adults aged 18-24 (56%).

Understanding consumer mindset is key to crafting impactful creative communications. While shoppers are generally more relaxed on the weekends, they are more focused, and goal driven during grocery shopping trips or during work. Regardless of the setting, shoppers continuously seek inspiration, and last-minute prompts can significantly influence their purchases.

OOH impacts multiple purchasers and purchase influencers. Proximity posters outside stores can deliver a 10.9% sales uplift, while those in the same postal sector (Boundary stores) can achieve an 11.3% increase, and those located in the wider postal district (Delay stores) can deliver an 8.7% uplift (Posterscope UK).

Consumer decision making has become more collective within households, meaning brands must adjust their communication strategies to engage all household members, not just the primary shopper. OOH is uniquely positioned to reach broad, inclusive audiences, promoting shared knowledge and inspiration. Clear Channel’s study (Decisions, Decisions) revealed that 63% of respondents agree that seeing the same ad as other household members allows “us to get on the same page”. While 54% agree that advertising builds awareness and knowledge shared across the family.

By aligning OOH campaigns with key moments in the shopper journey from broad awareness to proximity targeting near stores—brands can effectively influence purchasing behaviour at every stage. Retail OOH offers a unique opportunity to connect with consumers, drive awareness, consideration, and ultimately more sales. By leveraging our data-driven insights, personalised messaging, and strategic targeting, brands can deliver measurable results.