Beyond Impressions: How Smart OOH Drives Real Retail Success
OOH is great for getting noticed, but can it actually bring people through my doors? It’s a fair point, and one we’ve definitely answered.
The Out of Home Advertising Association of America (OAAA) confirms that OOH advertising produces the highest consumer recall compared to other media channels. Nearly half of consumers are noticing OOH ads more than they did just a few years ago. Around 85% of everyday purchases are still made in-store. This means OOH isn’t just about awareness – it’s about influencing shoppers precisely when they’re ready to spend.
For too long, proving this direct link felt impossible. At Innovocean, we’ve cracked the code.
From Screen to Store: Real Proof, Real Results
Our recent campaign for a fashion brand at V&A Waterfront’s Centre Court perfectly demonstrates this breakthrough. The challenge? The store wasn’t even visible from our screen. Anyone visiting after seeing our ad made a deliberate choice to go there – genuine intent our OOH drove.
We placed a sensor inside the store, precisely linking who saw the ad with who walked through the doors. This gave us clear, tangible proof of how our advertising directly influenced customer traffic.
The results were remarkable:
- 52% increase in store visits during the campaign’s strongest period
- 5% of all mall visitors who passed our screen entered the store (vs. typical 3% without advertising)
- Visitors stayed over 5 minutes on average, proving we attracted engaged, quality shoppers
- 10% increase in ad-to-store conversions during campaign bursts
The Real-World Test
Our campaign succeeded during challenging periods: end of school holidays when mall traffic typically dips, Easter weekend shopping patterns, and against aggressive online discounting. The power of physical presence – seeing an ad right there in the shopping environment – cut through digital noise and pulled people from screens into stores.
Most importantly, we tracked the connection between ad frequency and store entries hour by hour. More ads seen meant more people visited. It’s concrete proof: our ads directly led people from screen to store.
Beyond Global Giants
This isn’t just for major brands. Every retailer, from independent boutiques to national chains, can benefit from this technology. It’s designed to engage shoppers in high-density areas with significant dwell time, giving your brand maximum opportunity to influence decisions when it matters most.
The Future is Measurable
We’re solving advertising’s biggest challenge: providing solid, measurable proof for OOH. Our technology, combined with exclusive access to premium V&A Waterfront locations, gives brands the insights needed to see real impact from their investment.
The future of OOH is clear: it’s measurable, it drives action, and it delivers profound impact. At Innovocean, we’re leading this charge with ‘infinite solutions’ that ensure your brand doesn’t just get seen – it drives action and achieves undeniable success.
“I think it was a great initiative. We saw an uplift in traffic over the campaign period, with traffic peaking during payday periods. The campaign showed real promise, and we’re excited to explore different creative mechanics and in-store redemption features for future campaigns.”
Marketing Manager
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