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OOH and the path to purchase

We recognise the importance of moments and the role they play in the consumer’s path to purchase. Maximising campaign results by adapting strategically-placed messages allow brands to have a presence when and where decisions are made, in order to deliver more relevant information to consumers.  Brands can improve marketing ROI with well-placed messages targeting consumers in the right state of mind when they are close to points of purchase. 

Brands can leverage out-of-home (OOH) campaigns as part of an omni-channel strategy. The versatility of the out-of-home medium offers opportunities to synergise brand campaigns, such as integrating with  mobile platforms to gain audience insights for retargeting. 

The advent of digital out-of-home (DOOH) creates more opportunities for advertisers to engage audiences with digital innovative campaigns.

Benefits of OOH

Advertisers can select from our variety of OOH platforms around Singapore to reach up to 90% of consumers islandwide. The range of OOH solutions encompass large format billboards and digital screens at retail spaces and on-screen cinema ads.  Our media sites connect brands with audiences on-the-go to create brand awareness, drive shoppers to store or prompt audiences to discover a brand’s online channels.

Brand awareness

Prominent placement of OOH platforms in busy locations connect brands with audiences outside their homes. This high visibility among consumers generates high brand awareness to convert audiences into potential customers. Amidst today’s fragmented and cluttered media landscape, OOH still stands out as a channel that aggregates audience with its strength as a “one-to-many” advertising medium.

More on how OOH can achieve branding goals

Greater brand trust

47% of consumers expect major brands to advertise on outdoor ads.  Brands with a presence on what is seen as a prime medium would also be associated with premium quality. Therefore, campaigns on these platforms render an enhanced brand value and trust in the consumer’s mind.

Proximity to store

Also known as the “last window of influence”, OOH is the dominant media that influences consumers 30 minutes prior to making their purchase. Tapping on key moments of the consumers’ path to purchase is crucial in inspiring customers’ decisions as 45% of consumers feel that OOH ads located close to where they shop provide useful information.

More on how OOH directs customers to store

Engage consumers on-the-go

OOH campaigns reach out to a wide range of consumers during their regular commute or even as they are moving about outside their homes.
For brands to retarget consumers across online and offline channels, outdoor ads can be paired with mobile campaigns to amplify reach by retargeting mass audiences. Mobile technology also enables advertisers to determine the number of OOH audiences who have visited stores as a result of ad exposure.

Integral part of an omni-channel strategy 

As part of an omni-channel strategy, OOH is able to garner awareness among audiences offline to drive action online by directing potential customers to channels that are included in the brand’s marketing mix. 71% of consumers have taken some form of physical or online action after seeing an OOH ad, such as searching for a brand online or visiting its brick-and-mortar store.

Unlimited potential for creative advertising campaigns 

OOH offers avenues for creativity. Dynamic OOH campaigns expand creative possibilities in advertising to drive higher audience engagement. Contextually relevant ads capture the attention of audiences in Singapore, such as through customised content or content powered by real-time feeds to raise brand awareness. These types of campaigns pique the interest of audiences to garner brand awareness, leading consumers onto the path to purchase and driving positive results from increased mindshare.

Find out more

To connect the dots in the path to purchase and raise brand awareness through ad campaigns, explore our variety of offerings.  
Based on campaign objectives like brand awareness or optimising the path to purchase, we can recommend a suite of integrated solutions to augment our OOH media offerings in Singapore that are well-suited to meet different advertising needs.

Enquire about JCDecaux ONE by contacting us to find out more.