Why Offline Advertising Still Packs a Punch: The Surprising Impact of OOH and DOOH on Consumer Behaviour

As a digital marketing agency owner, I know firsthand the power of online marketing.

But there’s a growing trend that shouldn’t be ignored: offline advertising is proving it can still drive massive results.

In our fast-paced digital age, it’s easy to overlook traditional advertising methods.

We’re bombarded with statistics touting the benefits of digital marketing—real-time analytics, precise targeting, and immediate feedback.

But recent campaigns have shown that offline advertising, especially Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising, is making a comeback with measurable impact.

The Power of Offline Advertising

Consider these stats: 86% of people recall seeing an OOH ad, higher than any other platform including radio and TV.

Not only that, but 62% of consumers take action after seeing one, whether that’s visiting a website or making a purchase.

These numbers show that the reach and impact of OOH advertising go beyond just visibility—they drive results.

DOOH takes it a step further with a 58% increase in purchase intent.

The ability to update content in real-time based on analytics and adjust according to audience behaviour makes DOOH both adaptable and impactful.

In fact, DOOH ads result in 33% higher sales on average, and are particularly effective with Gen Z, where engagement rates soar by 67%.

Subliminal Marketing: The Unseen Influence

What makes offline ads particularly interesting is their subliminal impact.

Unlike a digital ad that a viewer might scroll past or block, OOH and DOOH ads can’t be easily ignored.

Take a look at the ad campaign by @JCDecaux JCDecaux Espa?a - "Meet Marina Prieto" - which turned an unknown 100-year old lady into a celebrity with a 39,285% increase in followers and 13,405% increase in engagement.

You don’t always realise an ad is working on you until later, making the influence of subliminal marketing powerful.

Subliminal marketing has an unconscious impact. It might not prompt an immediate action, but it plants a seed.

And over time, that seed grows into brand recognition and trust.

For example, in the Marina Prieto campaign, viewers were intrigued about her from seeing her OOH ads in multiple locations, leading to many following her and engaging with her.

A Sales Example: Brex Champagne Campaign

I've posted about this example before - at a time when most brands are flooding inboxes with automated emails, Brex took a different route.

They delivered a bottle of champagne and a handwritten note to select prospects—bringing a personal touch that digital simply can’t replicate.

The result? A 75% demo booking rate.

This campaign wasn’t just about grabbing attention; it was about creating a memorable experience that left an impression far beyond what an email ever could.

The Role of Data and Real-Time Adaptability

With DOOH, brands can not only reach massive audiences but also adapt their messages in real time.

DOOH ads are 65% more engaging when they include interactive features, and they’re perceived as more trustworthy by consumers than online banner ads.

This combination of real-time adaptability and interactive features boosts both relevance and engagement, making DOOH an essential addition to a well-rounded marketing strategy.

Conclusion: Finding the Right Balance

While digital marketing offers precision, offline advertising adds depth and impact.

For brands willing to combine both, the opportunities are endless.

When executed well, OOH and DOOH advertising not only increase visibility but also drive consumer engagement and action.

And with the subliminal effects, they have the power to influence purchasing decisions in ways that are often unnoticed but incredibly effective.

Have an opinion on the power of offline advertising?

I'd love to hear your thoughts!

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